MASS MEDIA REPORTING, VOTING BEHAVIOUR AND LEADERSHIP ASCENDANCY IN NIGERIA 2023 PRESIDENTIAL ELECTION
Abstract
ABSTRACT
This study investigates the interrelations among mass media reporting, voting behaviour, and leadership ascendancy in the context of the 2023 Nigerian Presidential Election, focusing specifically on Saki West Local Government Area. Against the backdrop of increasing media penetration and democratic consolidation in Nigeria, the research examines how media coverage influenced voter perceptions, choices, and ultimately the emergence of leadership. Employing survey data from registered voters, the study identified patterns in reportage framing, frequency, and tone. Findings reveal that differential media exposure significantly shaped electorates’ political awareness and voting decisions, with local and social media emerging as critical sources of information for younger demographics. Moreover, the results suggest that media narratives around candidates’ competencies and policy positions affected leadership ascendancy by amplifying or muting particular campaign messages. The study concludes that balanced, credible, and comprehensive media reporting is integral to informed voting behaviour and the legitimacy of democratic outcomes. Policy implications underscore the need for strengthened media ethics and civic education to enhance the quality of democratic participation in future elections.
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