ISSUE-BASED CAMPAIGN IN NIGERIAN POLITICS: A CASE STUDY OF 2015 GENERAL ELECTIONS

ABSTRACTS The 2015 General Election in Nigeria marked a significant turning point in the nation's democratic evolution, particularly in the nature and conduct of political campaigns. This study critically examines the role and effectiveness of issue-based political campaigns during the 2015 presidential election, using it as a case study to evaluate the broader implications for democratic consolidation in Nigeria. Unlike previous elections characterized by ethnic, religious, and personality-driven rhetoric, the 2015 election saw an unprecedented emphasis on national issues such as security, corruption, unemployment, and economic reform. The two leading parties—the People's Democratic Party (PDP) and the All Progressives Congress (APC)—adopted relatively more structured campaign strategies, highlighting specific policy agendas aimed at addressing the country's pressing challenges. This research employs a qualitative approach, drawing on campaign materials, media analysis, and scholarly reports to assess how issue-based campaigning influenced voter behavior, political engagement, and the overall credibility of the electoral process. The study finds that while issue-based campaigns played a notable role in shaping public discourse, their effectiveness was limited by persistent structural issues such as political patronage, media bias, and electoral malpractice. Nonetheless, the 2015 election set a foundational precedent for future campaigns to focus more on governance and development-oriented agendas. The research concludes that sustained emphasis on issue-based politics is essential for strengthening democratic institutions and fostering informed electoral choices in Nigeria. Keywords: Elections; Campaign; Political Patronage; issue-based politics