OUTDOOR ADVERTISING AS A DETERMINANT OF POLITICAL AWARENESS AND PARTICIPATION OF YOUTHS IN IBADAN METROPOLIS
Abstract
This study examined outdoor advertising as a determinant of political awareness and participation of youths in Ibadan metropolis. The study specifically assessed the extent of youths’ exposure to outdoor political advertising, the level of political awareness among youths, the influence of outdoor advertising on political participation, and the challenges affecting the effectiveness of outdoor political advertising. A descriptive survey research design was adopted, and data were collected from 200 respondents using a structured questionnaire. Findings revealed that youths in Ibadan metropolis have a high level of exposure to outdoor political advertising, with exposure to political billboards recording a mean score of 3.25, followed by noticing political advertisements in public places (3.22) and exposure to political posters (3.20). Political awareness among respondents was also high, particularly knowledge of voting procedures with a mean score of 3.33, awareness of political parties (3.24), and awareness of INEC and its functions (3.24). The study further showed that outdoor political advertising has a moderate influence on political participation, with participation in political discussions recording the highest mean score of 0.81, followed by voting behaviour (0.74) and support for political campaigns (0.65). The study identified key challenges affecting the effectiveness of outdoor political advertising, including overcrowding of political messages (mean = 1.90), poor visibility of billboards (1.85), and poor placement of advertisements (1.80). Hypothesis testing using Chi-square analysis revealed a significant relationship between exposure to outdoor political advertising and political awareness among youths in Ibadan metropolis (χ² = 26.74, df = 4, p < 0.05). The study concluded that outdoor advertising plays a significant role in enhancing political awareness and moderately influences political participation among youths in Ibadan metropolis, although its effectiveness is constrained by structural and environmental challenges. It was recommended that political advertisers improve strategic placement of messages, reduce message overcrowding, and adopt youth-friendly communication strategies to enhance effectiveness.
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