IMPACT OF POLITICAL ADVERTISEMENT ON 2015 GOVERNORSHIP ELECTION IN DELTA STATE
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1.1 Background to the study
In the political environment the
impact of political advertising is paramount. Owuamalam (2014) states that
political advertising refers to messages which contents are political and
presented to influence voters behavior through its perceived persuasive impact.
It harasses the guard of the electorate as it seeks endowment from voters at
election period. Political advertising target the audience for supporting the
candidate through the articulate display of manifesto. According to Ozoh
(2013), unique selling proposition is based on an identifiable, highly
competitive advantage inherent in one brand and which can be asserted over and
above competitor Kaid (1981) avers it represents the offer which a candidate ,
as a brand in the political market, makes to the electorates as reason for
seeking votes at election.
The message is to motivate the electorates and
encourage them to make meaningful electoral decision.
Omuamalam (2014) posited that
the message with a large favourable move a consideration voters, who relate the
proposal to their respective need satisfaction within the political constituency,
we the Nigeria situation in 2015 presidential election.
Owuamalam (2005) also opined that the fulcrum serves
a major plank for attracting voter’s attention, arousing voting disposition and
facilitating favorable patronage at the specific election. Political
advertising provides information which voters need to assess candidate’s
capability in satisfying their needs. Its content is an express of candidate,
objective for seeking votes from electorates.
The channel for reaching the
audience has changed due to the fact that new media of communication has taken
the centre place of social interaction. It is through this interaction the
political information is exchanged to the electorates. The social media or the
have been useful in political advertising. The emergence of social media in
political advertising came during Barrack Obama’s 2008 presidential campaign.
Carr (2008) “like a vote of web innovators, the Obama campaign did not invent
anything completely new. Instead, by bolting together social networking
application under the banner of a movement they created an unforeseen forces to
raise money, organize locally, fight smear campaigns and get out the vote that
helped them topple the Clinton machine and then John McCain and the
Republicans. According to Graber (2010) Obama’s success can be attributed to an array
of new incredibly speedy and Cheap internet tools- e-mail, social networks,
Twitter, and the like (and enable Him) to run a grassroots campaign that contacted
individual voters in personated encounters on a near daily basis”.
The new changes in
political communication in the era of new media have brought about the engaging
of the electorate from the physical campaign ground to their smart phone at the
comfort of their closest. The need for political advertising is to win the mind
of the electorates in voting for a particular candidate in a general election.
The word influence is important in political communication. Olalekan (2003:229)
avers “persuasive communication at this stage is mainly focused on the public
opinion leaders, social critics and various pressure groups form the top to the
grassroots. The aim is to carry the favour of these influential elements in the
society to support the party’s programme, ideological preferences and
manifesto”. The new media are an important set of communication techniques that
share certain features apart from being new, made possible by digitalization
and being widely available for personal use as a communication device. The
media are not only or even mainly distribution of messages, but at least,
mainly concerned with the protection exchange and storage. The new media are as
much as institution of private. Asemah and Edegoh (2012:54) described new media
as “digital having characteristics of being manipulated, networkable, dense,
compressible and interactive”. Wikipedia (2011) “New media is an interactive
forms of communication that use the internet, including podcasts, RSS feed,
social networks, text messaging, blogs, wikis, virtual worlds, and more. New
media can help to connect people with information and services, collaborate
with other people, including those within your organization or community and
create new contents, services, communities, and channels of communication that
help you deliver information.
Dr. Ifeanyi Okowa entered into politics
in the year 1991 when he served first as secretary, Ika Local Government Area
and later as Chairman, Ika North East Local Government Council, until 1993.
Before the return of democracy in 1999, he served in capacities which include
Delta North coordinator of the Grassroots Democratic movement GDM, Delta North
coordinator of James Ibori Campiagn organization 1998 and secretary of the
Transition Committee which ushered in the James Ibori administration in 1999. Dr.
Okowa enjoyed 8-unbroken years of service in the James Ibori-led
administration. During the period, he excellently excelled in serving as:
Commissioner for Agriculture and Natural Resources (July 1999 to April 2011),
Commissioner for Water Resources Development (April, 2001 to may 2003), Commissioner
For Health (September 2003 to October 2006). Dr. Okowa resigned to contest in
2007 people’s Democratic Party Gubernatorial primaries where he came out
second. He was consequently appointed as the secretary by the newly Delta State
government by newly sworn-in governor Emmanuel uduaghan. He resigned to contest
for the delta north senatorial district election which he won.
On the 8th of December,
2014 he emerged the flag bearer of the people democratic party in the states
gubernatorial primaries with a landslide of 406 voters. He won 21 local
government of Delta state to be declared the governor of Delta state.
Chief great came on board in delta
state political environment in 2003 when he contested for gubernatorial
election under the platform of action congress against Chief James Ibori. He
came all out to threaten the popularity of Chief Ibori, however, he was
defeated. At the wake of 2007, Chief Great Ogboru surfaced as the governorship
candidate of DPP, a new political party in Nigeria especially in Delta state. The
second coming was forceful and he became a big threat to dr. Emmanuel Uguaghan
victory of Dr. Emmanuel Uduaghan was cut
short in November 2010. Great ogboru lost the re-run election to Dr. Emmanuel
effort to turn the victory to his favour in the court proof abortive. In
preparation for 2015 general election. Chief Great become the flag bearer for
labour party for governorship election he won local government areas out of the
25 local government in the state.
Chief Otega Emerhor is a known
business man who in 2013 contested his political post for Delta central
senatorial seat, a void left by late senator Ewherido. He contested the
governorship election under the APC but fail to win a local government.
1.2 Statement of Problems
According to Kaplan and Itaenlein
(2010) attribute the challenges of social media in political advertising or
marketing to the disparity in the usage of social media compared to
opportunity. It avails the challenges be attributed to the lack of
understanding on how to deal with issues such as negative publicity that can
arise from user generated contents, a loss of absolute control of their brand,
legal and security issues. There has been an argument that during the
government election in Delta state, as other parts of Nigeria that political
parties made use of political advertising to sell their parties and the
candidate on their platform. That the introduction of the social media in
political advertising did not affect the electoral political behaviour as many
people hold little trust to social media as compared to conventional media.
In addition, some believed that due
to the lack of credibility of social media stories from political aspirants
cannot be viewed with trust and accountability at a time in Nigeria political
trust has been stained.
1.3 Objective of the Study
This study has the following objectives.
To determine the impact of social media
on political advertising in 2015 governorship election in Delta State.
To find out the numbers of electorates that
seek political information from the social media.
To determine the political message
aspirants share on social media.
To ascertain the challenges of political
advertising on social media.
1.4 Research Questions
What is the impact of social media on
political advertising in 2015 governorship election in Delta State?
How many electorates seek political
information on social media?
What are the political messages shared
on social media by political aspirants in Delta State 2015 governorship
What are the challenges of political
advertising social media in 2015 governorship election in Delta State?
1.4 Significance of the Study
This study will largely be
beneficial to the media community and relevant to political actors in Nigeria,
where government is unable to win the heart of the electorates. The findings
from this study will serve as a handy material for reference. The finding will
go a long way in equipping the electorate through the use of social media to
access information in political domain. It will also encourage the use of
social media on political advertising during elections.
1.5 Scope of the Study
In examining the impact of social
media on political advertising in 2015 general election in Delta State, the
scope of this study will cover electorates in Abraka, Ethiope East Local
government of Delta State.
1.6 Definition Of Terms
Media: New technology for communication and networking
the act of playing political advertisement in winning election through the
voting support of the people.
Political advertising: political message that
influence and peruse the people to make favourable
the periodic selection of candidate through voting by the electorate.
These are individual that vote during election. They are the target of
IMPACT OF POLITICAL ADVERTISEMENT ON 2015 GOVERNORSHIP ELECTION IN DELTA STATE
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