POLITICAL RADIO ADVERTISEMENT AND VOTERS' CHOICE OF CANDIDATE DURING ELECTIONS IN NIGERIA

Abstract

This study investigates the influence of political radio advertisements on civil
servants' voting choices during the 2022 Osun State Gubernatorial election, exploring the
effectiveness of this campaign amidst low voter turnout. The study employed a survey research
design through the use of a questionnaire, which was used to gather data among civil servants in the
Ede North Local Government, with a sample size of 173 respondents. The findings indicate that
while respondents frequently engage with radio content, their assessment of the educational and
persuasive quality of political ads is moderate. Notably, ads were seen as critical of opponents, yet
their influence on voters' choices was ambiguous, with many respondents indicating a limited impact
on their electoral decisions. This aligns with previous studies emphasizing the dual role of media in
both informing and influencing voter behaviour. The research highlights the complexities of political
advertising in shaping electoral outcomes and offers recommendations for more effective
communication strategies tailored to the electorate's needs in Nigeria’s evolving political landscape.