AN ASSESSMENT OF THE ROLE OF MASS MEDIA DURING THE PEOPLE’S DEMOCRATIC PARTY RULE IN NIGERIA (1999-2015)
Keywords:
Mass Media, Democratic Consolidation, PDP, Political Economy, Agenda-Setting, FOI ActAbstract
Nigeria’s media landscape shifted significantly when democratic rule was restored
in 1999, ending years of military control. This study examines the role of the mass media in
Nigeria’s democratic consolidation during the People’s Democratic Party’s 16-year rule, from 29
May 1999 to 29 May 2015. It tests the liberal democratic claim that expanded press freedom
automatically strengthens accountability. Using desk research and content analysis of laws, NBC
data, academic literature, and NGO reports, the paper applies Agenda-Setting Theory, Social
Responsibility Theory, and Political Economy of the Media to assess media performance. Findings
reveal that legal-institutional reforms were substantial: Section 39 of the 1999 Constitution restored
free expression, the NBC licensed 147 private radio and TV stations, and the 2011 Freedom of
Information Act gave journalists statutory access to records. Digital platforms after 2010 further
broadened public debate, with #OccupyNigeria and #BringBackOurGirls illustrating citizen-led
agenda-setting. Media exposure of corruption rose by 40% between 2011 and 2014. Yet watchdog
outcomes were limited. Of 312 major corruption cases reported from 1999–2015, only 7.7% ended
in conviction. Political economy constraints persisted: 11 of 15 national dailies had links to political
financiers; 60–70% of newspaper revenue came from government advertising; the NBC issued 147
fines and 12 closures, 81% targeting political content; and 74% of journalists earned below N50,000
monthly, entrenching brown envelope practice. The study concludes that Nigeria experienced
“liberalization without independence.” The media gained agenda-setting power and could mobilize
against policies like the Third Term bid, but could not ensure sanctions. The paper recommends
media funding reform, narrower NBC powers, stronger FOI enforcement, journalist welfare
standards, and institutional synergy between media and anti-graft bodies.
