EFFECTS OF MEDIA CAMPAIGNS ON THE 2024 EDO STATE GUBERNATORIAL ELECTIONS

This study investigates the effects of media campaigns on the 2024 Edo State gubernatorial election, with a focus on how various media platforms influenced voter awareness, political engagement, and electoral decision-making. Against the backdrop of a rapidly evolving media landscape in Nigeria characterized by the rise of digital platforms alongside traditional outlets this research sought to assess the extent to which media campaigns shaped public opinion and voting patterns in the state. A quantitative survey method was employed to gather data from registered voters across the three senatorial districts of Edo State. The responses revealed that a significant majority of voters were exposed to political messages via television, radio, social media, and online news portals, with social media emerging as the most influential channel, especially among young voters. The findings further indicated that media campaigns had a measurable impact on voters’ knowledge of candidates, party manifestos, and key political issues, thereby enhancing political participation and reducing voter apathy. However, the study also noted challenges such as misinformation, media bias, and the proliferation of unregulated content online. Overall, the research concludes that media campaigns played a pivotal role in shaping the electoral outcomes of the 2024 Edo State gubernatorial election. It recommends greater media literacy, regulatory oversight, and the strategic use of credible media to foster informed and democratic electoral processes in Nigeria.