Keyword : Political Disinformation, Media Trust, Electoral Integrity, Nigerian Elections, Public Perception
Author(s) : Wilfred Oritsesan Olley & Okoro Ferdinand Eloke
Abstract :
This study examines public perception of political disinformation and trust in traditional media during electoral campaigns in Nigeria. Using a descriptive survey design, data were gathered from 394 respondents in Asaba, Delta State, through a structured 20-item Likert-scale questionnaire. The results reveal that 92.64% of respondents recognized the widespread occurrence of disinformation during elections, with 71.07% identifying alternative media platforms as significant contributors. Despite this high level of awareness, trust in traditional media remains weak, as only 59.65% of participants expressed confidence in their accuracy for political reporting, yielding a mean score of 3.41, falling below the acceptable threshold of 3.5. Additionally, the study shows that 68.53% of respondents believe that certain traditional media outlets are complicit in disseminating false information. These findings are analyzed through the theoretical lenses of Media Dependency and Spiral of Silence, which explore reliance on media for political information and the suppression of dissenting voices in an environment rife with disinformation. The dual role of media as both a provider of information and a potential propagator of false narratives is a central theme of this research. The implications are significant, highlighting the need for measures to address the challenges posed by disinformation and declining trust in media institutions. The study recommends improving public awareness through targeted media literacy programs to equip citizens with skills to discern credible information. It also advocates for robust fact-checking mechanisms within media organizations and regulatory reforms to enhance accountability. These steps are critical for restoring trust in traditional media and ensuring the integrity of electoral processes. This research contributes to the broader discourse on the media's role in shaping public opinion and managing the flow of information during elections, emphasizing the importance of reliable and responsible reporting in democratic societies.
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