INFLUENCE OF MASS MEDIA ON THE CHOICE OF 2011PRESIDENTIAL CANDIDATES IN NIGERIA. OPENE, NKIRUKA FAVOUR REG.NO: PG/MA/09/50998 A Research Project Submitted to the Department of Mass Communication, University of Nigeria, Nsukka in Partial Fulfillment of the Requirement for the award of Masters of Arts Degree in Mass Communication. Department of Mass Communication University of Nigeria, Nsukka JANUARY 2012.
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INFLUENCE OF MASS MEDIA ON THE CHOICE OF 2011PRESIDENTIAL
CANDIDATES IN NIGERIA.
OPENE, NKIRUKA FAVOUR
REG.NO: PG/MA/09/50998
A Research Project Submitted to the Department of Mass Communication,
University of Nigeria, Nsukka in Partial Fulfillment of the Requirement
for the award of Masters of Arts Degree in Mass Communication.
Department of Mass Communication
University of Nigeria, Nsukka
JANUARY 2012.
TITLE PAGE
Influence of Mass Media on the Choice of 2011 Presidential Candidates in Nigeria.
A Project Submitted to the Department of Mass Communication, University of
Nigeria Nsukka in Partial Fulfillment of the Requirement for the Award of Master of
Arts Degree in Mass Communication.
Opene, Nkiruka Favour
PG/MA/09/50998
CERTIFICATION
This project is an original work of Opene, Nkiruka Favour PG/MA/09/50998. It
satisfies the requirement for the presentation of research report in the Department of
Mass Communication, University of Nigeria, Nsukka.
Subsequently, one of the key issues for the military boys in 1983 was the
insurgent return of the Igbo, former Biafrans to the epicenter of Nigeria politics; and
the seriousness for many of them of a possible president from the east in 1987 given
the NPN arrangement.
A group consisting of former chairman, presidential committee on the review
of the 1999 constitution, Yusuf Mamman, Saidu Dansadou and Former FCT minister
of state Solomon Ewuga were of the opinion that zoning is not a constitutional matter
and so should not be binding on the nation. They favoured Jonathan‟s emergence only
if he would guarantee the Northerns development in their states. (ThisDay, July 7,
2010.)
The proponents of the zoning theory said it was an intra-party agreement within
the PDP in 1999 to rotate the presidency of the country between the north and south.
They agreed that the south should be the first beneficiary of their zoning arrangement,
which was why they handpicked Olusegun Obassnjo, a southerner and more so, a
Yoruba man as a way of placating the Yorubas on the injustice that arouse from the
criminal annulment of the June 12, 1993 presidential election won by the Late M.K.O
Abiola.
The advocates of this zoning were of the opinion that since power rotated back
to the North in 2007 with the Late Umaru Yar‟ Adua as the president, his death should
not deny the North its own right of two-term presidency. They believe therefore that it
is a matter of must for a Northerner to emerge as president in 2011 so that the
presidency can remain in the North till 2015 when the zone would have completed its
own eight years. For this reason, they said, Goodluck should not contest.
Kola Odepeju Daily Independent reporter writes that:
Zoning though undemocratic, would have been okay for the
country if only the motive behind it was altruistic. If the motive was
to truly give every ethnic group or geo-political zone that
constitutes pseudo federation a sense of belonging in terms of
giving each of them the opportunity to product the President at
intervals. Rather than being altruistic however, the motive was
egocentric and unpatriotic. It was abinitio designed to serve the
interest of that section of the counting that has been dominating
the leadership of this country since Independence. I say this
much because I cannot see any rational basis for rotating the
presidency to the North again after Obasanjo’s eight years given
the fact that the region has ruled the country for a sustain period
since independence at the expense of other geopolitical zones
(Daily Independent, July 7, 2010).
The argument is that if the zoning arrangement meant with a clear mind, other
geo-political zones in the country like Ijaws, Igbos, the Urhobos, Ibibios or the Efiks
should have been given the opportunity to contest seeing that these zones have not
received due consideration since the political history of the country.
Now back to the other issue, which is the possibility of conducting a free, fair
credible and transparent election in the 2011 general election.
It is common knowledge that the country‟s political scene over the years was
replete with elections that were perceived to be marred by irregularities, absence of
voting materials, distribution of elections results at collation centres etc. this is against
the spirit of free and fair election. The power to conduct and organize a very credible
free and fair election is firstly vested on the president of the country and the ruling
body in appointing a very credible candidate with positive mind to head the
electioneering process as the electoral chairman. Regrettably, credibility of election
seems to be out of place in Nigeria. The 2007 general elections in Nigeria has been
adjudged to be the worst election ever and this informed why two years after the 2007
election, some Nigerians, especially politicians or their foot soldiers are still up in
arms against Maurice Iwu, the former Chairman of Independent National Electoral
Commission (INEC). They accused him of fouling the polls and therefore want him
sacked by the then President Umaru Musa Yar‟ Adua (Vanguard April 16, 2009).
In addition to the above, when the U. S. – Nigeria Binational Commission was
formally inaugurated to improve co-operation between the two countries in such areas
as trade, good governance and food security in 2011, the US secretary of state for
African Affairs Johnnie Carson said Mr. Iwu was incapable of organizing a credible
election and thereby advocated for his replacement (BBC News).
On this note, the ruling body in Nigeria based on his records as the president of
Academic Staff Union of Nigerian Universities appointed Attahiru Jega to be the
INEC Chairman to oversee the electioneering process in Nigerian 2011 general
election. Jega‟s track record showed that he is reliable, faultless, forward looking and
the best man for the job. His appointment was based on the believe that he will ensure
credible election, the country having noted that only credible election can bring about
changes in fulfilling electioneering promises.
The clamour for free and fair elections has been so strong since 2007 that no
government dare ignore it. It is as strong as the cry for reliable source of electricity.
The future of the country, the international image of the country, responsibility of
Nigeria and when they leave the country‟s so much tied with that.
Acknowledging the indispensability of credibility on election to any democratic
government, Mr. Adebayo Oladimji says it is only credible elections that can set the
country on the corrective path. “Conducting believable election will ensure that those
elected are answerable to the electorate and must do what the people elected them to
do, the present lukewarm attitude of Nigerians to the conduct of those in power was
because they know they did not elect them”. (Daily trust August 17, 2010)
However, given the preponderance of credible election to Nigeria‟ democracy
and in fact the people who over the years have suffered under the trapping of
imposition and discountenance of their votes and voices by politicians, the INEC
chairman and the president of the country promised to bring it about was not only a
succor to many but also a reason to believe in Nigeria again.
At the 45th
anniversary of the faculty of Arts, University of Lagos, Dr.
Emmanuel Uduaghan; Governor of Delta State said a credible election should be an
election conducted following due process, accepted by the people as representing their
free choice, respected by political contestants as valid representation of their true
strength and resistant to obnoxious interferences. (Vanguard June 30, 2010)
According to him, the most important feature of a democracy is holding credible
periodic elections. There can be no government of the people by the people and for the
people if elections are not credible.
Recognizing the importance of a free and fair election, President Goodluck
Jonathan according to News Agency of Nigeria (NAN), said that he is determined to
conduct free and fair election in 2011 to stem the tide of election petition that
followed the conclusion of past polls. He was determined on putting an end to the
trend of endless litigations that usually follow elections in Nigeria through credible
polls. The president also assured the people of his commitment to conduct credible
election that would give no room for losers to go to court, which means that at the
end of the election, nobody will go to court because there is no room for him to do
so. He puts it succinctly thus:
It is worrisome that an elected governor of a
state still goes to court two years after the conduct of an
election, losing concentrating on government”. He
assured that whosoever emerge as a winner in the 2011
poll would not suffer credibility problem within and
outside the country (The Punch July, 2010 p.8)
. The newspaper also reported that one out of the two appointed INEC Commissioners,
Dr. Christopher Iyimoga said it was the responsibility of every Nigerian and
institution in the country to ensure free, fair and credible election in 2011. He also
said that indigenous music and the media should be used as powerful weapons to
effectively enlighten Nigerians especially those at the grass roots on the need to vote
according to their conscience (Punch July 28, 2010 p.8).
Responding to the demands of INEC, Senator Ayogu Eze said that “We are
very willing to ensure that we cooperate with INEC to ensure that this election
becomes something that will glorify rather that impinge the integrity of Nigeria in
international community”. This statement underscores to importance of credibility
in 2011 general election to the house of senate. They were willing to provide the
N84 billion demanded by INEC in other to ensure free, fair and credible election for
the first time in the history of Nigeria and also not to be a laughing stock before the
world at large.
Harping further on the importance of free and fair election, the National
Youth Political Congress called INEC Chairman Attahiru Jega to sanitize the
electoral system by allowing only credible persons to contest the 2011 general
elections. According to the National President of the group, Mr. George Okughere,
“The destiny of the country lies on the electorate supporting a reliable and credible
candidate in the 2011 elections”. He added that Nigeria will make history if 2011
elections are free and fair (Vanguard July 28, 2010, p.9).
Concerning the conduct of the 2011 general elections, INEC Chairman
assured Nigerians that he would do everything to bring quality and value to the
country‟s electoral process. On voter‟s apathy, he promised that the Commission
would embark on an enlightenment campaign to assure the people that their votes
would count in the forthcoming national polls (Business Day, July 29, 2010 p.8).
The question asked by Scolt Baker, a professor at Champlain College in U. S.
City of Burlington Vermont after 2007 elections in Nigeria. “How can Nigeria sit at
the meetings of the African Union Peer Review or ECOWAS and talk about other
people‟s elections” (Reuters, 24 April, 2007). This question amongst all other
questions made the present government to pay more attention on anything that could
mar the 2011 general election.
2:3:4 Media and Elections in Nigeria
Over the years, mass media have proven to be veritable sources of
information during elections in Nigeria. The mass media have been used to
propagate political ideas often known as propaganda, and also used an instrument of
political mobilization by different political parties in the country. The Nigerian mass
media is always alive to its duty before, during and after election given its prime
position as the vital source of information about elections in democracies and
societies in transition around the world. In the view of Graber (2001) media
coverage is the very lifeblood of politics because it shapes the perception that form
the reality on which political action is based. Media do more than depict the political
environment they are the political environment.
It is on record that the press played a vital role in stimulating constitutional
development and nationalistic series of agitation in Nigeria, as well as other parts of
West Africa. It was after the end of the First World War that nationalist newspaper
came in circulation in Nigeria. There were a number of newspapers that helped to
spread the nationalist cause during that period stretching from the end of First World
War to the Second World War (Nigerian Triune, March 28, 2011).
The realization of the invaluable roles of the media in nations building
Nigeria Pilot Newspaper reporter writes propelled the Nigerian Union of Journalists
(NUJ) Abuja to organize a capacity – building workshop for journalists on elections‟
coverage titled “Workshop on election reporting” (Pilot, April 2011).
Media are the prime source of information we have about political activities.
This is due to the media‟s commitment in fulfilling their obligation as spelt out in
chapter 2, section 22 of the 1999 constitutions. According to the section, the “press,
radio, television and other agencies of the mass media shall at all times, be free to
uphold the fundamental objectives contained in this Chapter and uphold the
responsibility and accountability of the government to the people”.
Essentially, as historical documents or the operations of the media have shown,
the media‟s contribution to the electoral process is anchored on the “Agenda setting”
function that is integral to the informing, educating, mobilizing and crusading roles
of the media. Also, the media‟s participation in the electoral process find reasonable
explanation and justification in the Universal Declaration of Human Rights which
stipulates in Articles 21 (3) that “the will of the people shall be the basis of the
authority of government; thus shall be expressed in periodic and genuine elections
which shall be held by secret vote or by equivalent free voting procedures.” The
declaration gives a filling to the public service responsibility of the media which
include mobilizing the people for political action. Since the establishment of the first
newspaper Iwe Irohin in Nigeria in 1859, the nation‟s mass media was in the
forefront of national politics. The mass media have featured prominently in the anti-
colonial struggle and when independence came, they turned their attention to the
promotion of good governance of the rights of the people as contained in the
constitution of the country. One of the rights was the right to vote.
Over the years, the Nigeria masses have demonstrated apathy toward the
political process. This feeling, of course, cannot be divorced from the political
intrigues rigging, politically motivated killings, „election without election‟ that
characterize the electoral process in Nigeria. It is widely believed that elections are
concluded in Nigeria before the real elections ever take place. Many people hardly
participate in the political process due probably to apathy which results from
inadequate mobilization of the populace by the government and its agencies
(Ochonogor & Ukaegbu, 2010). It is truism that information is power; an informed
population is a powerful population because it is only when the people are well
informed that they can actively participating in any political process.
In Nigeria, the media and election coverage are like Siamese twins. The media much
more than any institution in society are one of the best instruments for mobilizing the
people during election as well as informing them on the latest development as regards
electoral activities in the country. Mass media and elections in Nigeria can be clearly
seen under the following aspect:
Uses of propaganda during elections.
The press and political mobilization during elections.
The press at the scene of elections.
The press after elections.
Uses of propaganda during elections: The word propaganda has been defined in
many ways by different scholars; Eboh (1997:81) defined it as the means of
highlighting, increasing, disseminating or spreading some ideas, beliefs, convictions
or opinion, creed or belief. Propaganda so to say is an efficient tool employed in
disseminating information but its usages by politicians makes it bad. The elements of
deliberateness and manipulations employed in propaganda makes it different from
more causal / communication or the free exchange of ideas.
Election Propaganda is the method by which candidates inform the public of
their positions on various issues relevant to the elections and persuade the public to
support them. People who engage in propaganda have ways of packaging their
messages in order to convince their subjects. Bird and Merwin (1942) in Umechukwu
(2004:5) classified them under seven sub-headings namely: name-calling, glittering
generalities, testimonial, transfer, plain folks, card-stacking and the band wagon.
Interestingly, we see propaganda at work in messages sent through the radio,
television, internet, billboards and so on. Arts used as propaganda can be seen
anywhere. A look at any billboard while driving through town during election
campaigns will drive the above point home. Some of the most famous pieces of art
used as propaganda came to us during the just included general elections. We read
propaganda on billboards, Newspaper and even commercial vehicles. For example “a
breath of fresh air” posted on most of the commercial vehicles.
We saw virtually all the politicians identifying with the people trying to make
them accept them through well detailed information about their goals, aspiration and
what they intend to do for the people once they are voted in. Dr. Olusola Saraki used
name – calling as a propaganda device to win people over to his side. (Umechukwu
2004:8-9)
Another use of propaganda during the election manifested in the Sun
Newspaper, Saturday May 10, 2003 p. 38, when a Chieftain of the Northern Socio-
cultural group, the Arewa Unity Committee, Mohammed Abdulrahman cautioned the
nation against Buhari presidency. He says: “ Buhari presidency, a repeat of Abacha
Orgy”. However, to many Nigerians, Abacha remains the worst head of state Nigeria
has ever had. Alhaji Mohammed either because of party deference or personal hatred
wanted to condemn Buhari presidency by comparing him to Abacha just for people to
have deep hatred of Buhari.
Press and political mobilization during elections
Mobilization simply means the act of fostering social cohesion and awareness that
permit active involvement in public life. It provides common pool of knowledge that
enables individuals to operate as effective members of the society in which they live.
Nettle (1976) in Ochonogor and Ukaegbu (2010:163) sees mobilization as the process
by which people in society are made aware of what they have in common and what
ways they are different from others. Social mobilization basically aims at increasing
the people‟s awareness, knowledge and ability to organize them for self-reliance or to
participate in an election. Political mobilization can be appreciated from
Umechukwu‟s (2004:18) account of the role of the mass media in electoral process.
He puts it succinctly thus:
Political mobilization means the role played by mass
media in creating awareness, interpretation of issues,
personalities, programmes and educating the people
purposely to ginger, encourage and motivate them to
exercise their political rights and take informed
political decisions. Such decisions will basically
include participating in elections.
This underscores the central position of communication at the centre of human
existence. It is a truism that the mass media when properly planned and utilized can be
veritable contributors to accelerated and integrated national development. Supporting
this view Udoakah (1998) observes that the rate of access to and consumption of mass
media products have come to be used as an index of a nation‟s development. The mass
media are looked upon by the masses as suppliers of information. The press during
elections has the responsibility to give people the true and undistorted facts that will
make them to make responsible choices about their communities, state and the nation
at large.
Consequently, the ability to discern facts from fiction, truth from falsehood in
the multitude of promises from politicians may elude the people. The press long
before elections are seen at the forefront interpreting, interviewing politicians and as
well giving the people information that could help them make informed choices at the
pooling centres.
In addition to the above, the responsibility of the mass media to the public in
the electoral process is described as that of fostering public enlightenment and
accountability by giving the public a critical analysis of public events and policies to
promote effective popular participation in government by keeping the people
informed. They also inform the electorates about the people that are vying for political
positions and expose the people to key issues bothering the society. A good example
is the 2011 presidential debate organized by NTA. In this debate, some of the
presidential candidates of different political parties were interviewed on their motive
for contesting for the position of number citizen of Nigeria. And this debate was
replayed many times on our television and radio stations.
It was through the mass media that the electorate got to know the mind of
candidates and also narrow down the voters‟ wide range of choice before the voting.
The mass media provides avenue for letting the people know what trends are, in terms
of election periods, and what it means to exercise their franchise, civic rights, to vote
and voted for.
The mass media during the 2011 general elections were able to let the
electorates know that their votes will count. The followed the voters‟ registration
exercise and through their writings and talks told the people the how, where and why
to get registered.
The Press at the scene / after election
The press are ever present and vibrant at the scene of election. The former
National Electoral Commission (NEC) chairman professor Humphrey Nwosu was
right to have described the role of the press in electoral process as that of linesman,
gatekeepers, commentators, interpreters and disseminators of the rules, news and
views. (Umechukwu, 2004:33). This was evident from the reports filled in by
reporters at the pooling booths.
During the 2003 and 2007 general elections, the sordid acts of rigging were exposed
by the media in their live coverage of the pools, on the spot reporting that the
authorities would have liked to prevent. Non – availability of ballot papers at many
centres across the nation; the late arrival of election materials at polling station, the
employment of thugs to scare away voters, and the open display of partiality by INEC
in favour of the government, subverted the electoral process to the chagrin and shock
of the electorate and the election monitoring teams-local and international.
However, newspaper editorials and columnists did not spay corrupt politicians
over the manner in which the elections were rigged. The Guardian editorial of May
16, 2007 attacked the INEC chairman Maurice Iwu on his display of partiality as
regards the conduct of the 2007 election. The editorial argues that INEC acted as if it
was a partisan in the contest, disobeying court orders and deliberately orchestrating a
process that favoured the ruling People‟s Democratic Party. In the end, the election
Tribunal said the local media saw the rigging live and direct, the independent monitors
and observers from outside the country saw it all, the helpless voters all the polling
booth also said it. But the most scathing remarks on the fraud called „Election 2007‟
come from the American Chicago Herald Tribune Newspaper, in the Humanity
Newspaper of May 14, 2007 p.9 and it reads, thus:
…..Reports of stuffed ballot boxes, padlocked polling places and other Shenanigans in the election led to clashes that left 200 people dead. And now a chaotic election has undermined the legitimacy of the incoming administration. President elects Yar’ Adua will try to persuade the world that his power is legitimate. But it seems chance at redemption; support the call for a new, honest election, otherwise Nigeria’s future looks black….
Foreign observers of elections equally condemned the polls in unflattering
terms. As reported by the Daily Times of Abuja, the European Union (EU) and
Economic Community of West African States (ECOWAS) teams discussed the whole
election exercise as not credible
.
2:2:5 Social media and 2011 election in Nigeria
As the political climate in the country became charged as a result of the
preparation for the 2011 general election, George (2010) observes that many
politicians joined different social media as means of reaching out to the masses
directly. The term social media refers to the use of web-based and mobile technologies
to turn communication interactive dialogue. To Kaplan and Haenlein, social media is a
group of internet-based applications that build on the ideological and technological
foundations of web 2.0 and that allow that allow the creation and exchange of user-
generated content. In the vein Daniel (2011) defined social media as an interactive
website that gives people information. Internet material reveals that facebook, twitter,
2go, myspace e.t.c are examples of social media.
As the election date approached, the nation witnessed very impressive
comments about the election on the social media. Most notable were facebook, twitter
and 2go. One comment worthy of examination here is that posted by Gentilviso
(2010) which reads “for months, Nigeria‟s president had held off n announcing his
candidacy for the 2011 election. When it was time to shed speculations, he went
directly to the public – via facebook‟‟.
On the use of social media as a platform for political campaign, Akin (2010)
avers that Goodluck Jonathan on the 15th
of September declared his intention to run
the first time on facebook entitled „„ Declaration of Intent for the 2011 Presidential
Race‟‟ and before the end of the he got over 4000 supporters. Social media George
(2010) submits is becoming increasingly in politics as many politicians are using them
to gain recognition and acceptance.
2:2:6 Influence of Mass Media in the Society
Over the past 30 years, a substantial amount of research has been conducted to
determine the effect of mass media messages on the audience. These studies
concluded that the media‟s power to influence public perception and the degree to
which people are exposed to media representations combine to make the mass media
one of the most significant influences in developed societies.
Exploring the cultural importance of mass communication Carey (1975) in
Baran (2010:360) avers that the media is not only a means of transmitting messages in
space but are central to the maintenance of society in time. Similarly, the cultivation
analysis projects the idea that the masses‟ ideas of themselves, their world and their
place in the society are shaped and maintained primarily through their exposure to the
mass media.
The mass media no doubt exert a powerful influence on individual‟s behaviour,
culture and society. This powerful influence according to Ndolo (2005:30) is not
harsh but subtle and subliminal. Powerful images are placed in the sub -conscious
level and at the appropriate time tend to guide human behaviour. American media
content he explains further especially films are changing out youths into imitation
Americans in speech, comportment, dressing, walk and crime. In the same view;
Okunna (2002:21) quotes Bittner (1989) to have said that someone who engages in
heavy television viewing may see the world as a very dangerous place than it really is.
Initial approaches to the study of mass communication effects attributed strong
power to the mass media to bring about change in viewers attitude and behaviour. One
of such approaches is referred to as the hypodermic approach. This approach held it
that the media were able to inject their messages unhindered into the minds of the
listeners, achieving whatever affect they wanted. Kabir Alaba Garba, Assistant Arts
Editor of the Guardian Newspaper writes that for UNESCO to choose “Media,
Development and Poverty Eradication” as its theme for 2007 press freedom day, it
means that the organization believe that there is a relation between media freedom and
poverty eradication. The justification for this is the realization of the multi-level
impact and the central dynamic of the media‟s assistance in fostering sustainable
human development and alleviating extreme poverty. (Guardian May 17, 2007).
The mass media have the potentials of creating awareness, interpreting
issues and educating the populace on matters from the different facet of life. This must
have informed why Ndolo (2006) describes the mass media as the pivot on which the
society revolves. Supporting this view Dominick (2002:487) notes that the media
more often than not supply the people with information and view points, with which
the people can make informed comments during politics.
Udoakah (2004:25) in advancing the role of the media in societal development
suggests:
the press should demonstrate their surveillance capability
during elections to ensure that only suitable candidates are
selected into political offices…. To achieve this, they should
publish profiles of candidates contesting in any election…. In
this way, the electorate shall be in a good position to
compare the candidate and come to a better choice.
If the mass media were not powerful, they won‟t be regarded as conscious industry.
Udoakah contends that information relayed through the media will definitely help the
people to make informed choices during election.
However, during the all-powerful media era, it was assumed that the media was
an effectively mind-controlling machine stressing that it could control the emotions
and reactions of the audience, without the latter doing any rational thinking. This
assumption was because of the vicious propaganda used through the media during the
Third Reich to sway the minds of the people about the World War (Folarin, 2005)
In line with this view, Dominick (2002:487) says that it is difficult to pinpoint
when the media is indirect. He says this occurs in situation where the media operate
simultaneously with other agencies of socialization and where interpersonal channels
outweigh media channels in forming attitudes and opinions.
Writing in line with the historical political antecedents of the Nigerian media
Dennis (2002:80) argues that the media are powerful not because they necessarily
control behaviour or even change attitude and opinions, but because of the choices
voters have by emphasizing some candidate over others. In this way, Dennis says that
the media set political agenda or what the political scientist, Bernard Cohen (1963)
said was “not telling us what to think, but telling us what to think about”. He
illustrates further with the year 2000 American primaries when he says that An
attractive insurgent candidate will often get the kind of positive uplifting coverage a
challenger gets in any field. In the Nigerian situation, Goodluck Jonathan got lively
and large positive publicity during the 2011 general election in Nigeria.
Moreover, candidates according to Dennis use ads to get out their essential
message of values, platforms ideas and so forth. The amount of advertising tells how
well a candidate is funded and the likelihood they can go in electoral Campaign. He
therefore argues that the media pay considerable attention to elections not for
impartial or neutral reasons, but because they believe that political power achieved
through election is ultimately a vital important news story. The interview with Prof.
Pat Utomi, the presidential aspirant and leader of restoration Group, by the Vanguard
editors is an opportunity effectively utilized by media practitioners for the aspirant to
exchange ideas and reiterate some of the major points of his vision for the country. He
pointed out that the whole issue of the social responsibility of the press is noted in a
sense of mission, why? Because the media can indeed help shape at least the
agenda…. The media can force an issue based on political culture. How are we going
to solve problem, if we cannot talk about them. The point we are now in history is one
in which the biggest threat to Nigeria‟s future is that there is no freedom of expression
in Nigeria.
Communication theorists believe that the flow of information about public life
and the interplay of opinions are the media‟s most basic and vital functions. This is a
cognitive effect and influences what voters (people) think about and how they make
their choices at the polls. The media decide who and what issues will get the most
coverage and which candidate will win endorsements. The candidates, political
operators and especially the general public believe that media have a strong influence
on elections and thus play a significant role in electing public officials from the town
hall to the government house.
Merrill and Dennis aver that in a sense, the media spotlight the candidates
focusing on them, their ideas and rhetoric as well as on their personalities. In fact, they
present a multi-faceted image of the candidate, providing too much information and
revealing blemishes beyond their real importance. This was seen in most our radio,
TV and even print media. We saw how the profiles of the 2011 presidential candidates
were constantly relayed through the Nigeria Decides studio of the Nigerian Television
Authority. Issues about the 2011 general election, the past and present affairs of the
most of the political aspirant were railed out through the media. The MBI Obosi had a
programme termed “Towards 2011 general election” and “Political Diary” where
issues about the political parties, the candidates and their motives were brought to a
platform where viewers and listeners can air their views concerning any matter that
could lead to the success of the election. In the newspaper, editorials were written,
comments and opinion of the masses were welcomed. These to a reasonable extent
influenced the success of the 2011 general elections.
Interestingly, the mass media being a powerful organ and agent of social
change market information, spread knowledge for empowerment and enlightenment
which shape and re-shape societies. They can also spread dissention and instability to
the extent that tears down government, structures of government and sovereigns. This
perhaps explains why the great Napoleon Bonaparte, despite his exploits on the many
battlefields of Europe declared that “the pen is mightier than the sword”. The media
can also rubbish the best intentions to the extent that the formulations of such policy
frameworks would never wish to focus it even with a long pole. The media have the
power to make or mar. This is in line with the view of Ndolo (2006:198) who sees the
media as a tool for creating not only awareness but also destabilizing effects which
could be adverse or destructive to national development.
If the media were not so powerful campaigns on HIV/AID would not be
stressing the role of the media in the fight against the disease as can be seen from the
words of the Chief Executive of Hope Initiative, Musa Pumta who stated at Maiduguri
during a workshop organized for media executives by the Borno State Action
Committee on AIDS (BOSACA). According to her:
Our state stands on the brinks of an explosive AIDS epidemic,
unless the media come in to make the public knowledgeable
about the virus, so that there can be a change of behaviour,
and also to mobilize, protect and give care/support to their
loved one infected and affected.
Medium portrayals can affect a person‟s repertoire of available behaviour in
two basic ways. That is, by silencing a particular act within the repertoire and by the
addition of new salient alternatives. Several other studies revealed that media
programmes could be effective in stimulating peoples to consider a subject and to
modify their attitude towards it. For example, the research conducted by Akpoghariam
Patrick examining UNN students on the use of media entertainment for mood
management in 2008 reveals that the respondents enjoy watching TV entertainment
programmes because they create positive impact on the mood. He further observed
that there is a preconceived motive for exposing themselves to certain media
programmes which could be attributed the power of such programme in making them
relaxed, happy and a means of reducing tension or boredom. Bittner (1989:381)
supported this view when he avers that watching media entertainment reduces tension
on viewers, and help viewers to relax and escape from boredom or problem.
Akpogharian in (2008:432) submits that exposure to media programme not only
change perception about life, people and society as some respondents revealed but it
makes them to understand people better.
Other ways of influence are with polls and trends, especially in political
campaigns, the candidate that can pay for more TV and media exposure have more
influence in public opinion and they can receive more votes. It was observer that
Goodluck Jonathan appeared relatively often on NTA news during the president
election than the rest of the candidate. Coincidentally Barack Obama appeared
relatively more on Fox News during America‟s presidential election than the rest of
the candidate. (www.history.com). A cyber source has it that it was a deal will Rupert
Murdoch; the editor-in-chief of Fox News. Similarly President George Bush was
extremely lucky to have Rupert Murdoch as his fan. He practically „appointed‟
George Bush as the president defending his stand and praised the attack on Iraq.
While many could argue that people who generally have already developed their
perception and views would practice selective hearing, the media actually played a
major role in the decision of the undecided voter especially if it is aired the night
before the election.
We could well discuss the long list of negative impacts the media has brought
to the world. Rise in child violence in school, homes, and problems with obesity, poor