THE ROLE OF MEDIA ON POLITICAL PARTICIPATION IN NIGERIA’S FOURTH REPUBLIC: A STUDY OF EHINOGBE, OWO, ONDO STATE {2024} GOVERNORSHIP ELECTION
Abstract
This study critically examines the role of media in enhancing political participation during the 2024 Ondo State governorship election, situated within the broader context of Nigeria’s Fourth Republic. The research aims to understand how media exposure shaped voter behavior, awareness, and electoral engagement before and during the election. The main objective is to assess the impact of both traditional and digital media platforms on the electorate’s willingness and ability to participate in the democratic process. The study is anchored on the Rational Choice Theory, which explains political behavior as a result of individuals making decisions based on the perceived costs and benefits influenced by available information. A quantitative research method was employed, and data were gathered through structured questionnaires administered to selected registered voters in Ehinogbe an Area in Owo Local Government, Ondo State. The data were analyzed using statistical tools to evaluate patterns of media use and their influence on political participation. The findings reveal that media, especially radio and social media, significantly influenced political awareness, issue-based discussions, and voters’ turnout. It also shows that while media helped educate and mobilize citizens, biased reporting and misinformation discouraged some individuals from participating. The results confirm a strong link between media consumption and political engagement. The study recommends that media outlets maintain ethical and balanced reporting during electoral periods to enhance public trust and also calls for increased investment in media literacy campaigns to help citizens critically engage in political activities The study concludes that media plays a crucial role in strengthening participatory democracy and consolidating democratic governance in Nigeria’s Fourth Republic.
Key words: Election, Media, Political participation, Nigeria, Ondo State.
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