RADIO CAMPAIGN MESSAGES AND ELECTORATE VOTING BEHAVIOR IN MINNA METROPOLIS: A STUDY OF THE 2023 GENERAL ELECTION

ABSTRACT This paper examine the influence of radio on 2023 political campaign messages on the electoral voting behavior in Minna metropolis, with a focus on the 2023 general elections. It ascertain the extent that the electorates in Minna metropolis were exposed to radio political campaign messages, as well as the extent to which such messages influenced their voting decisions. Equally, the study claims that minna people are religiously and ethnically attached to their leaders. Accordingly, the paper determine whether or not there is relationship between radio political campaign messages; interference of the oppinion leaders on the voters’ behavior leading to turn out into participating during the elections; and the outcome of the elections result. In achieve this, the paper used the survey method with the questionnaire as research instrument. Through multi-stage sampling, 140 respondents were selected in Minna. The research used agenda setting theory. The findings indicate, among other things, that the majority (60%) of electorates in Minna metropolis were exposed to political campaign messages on radio. Explaining further, respondents (65%) said they listen to political party related campaigns and were influenced by them while casting their ballot. The findings further revealed that respondents (20%) were influenced by opinion leaders in their choice of political parties or candidates during elections as they perceived their advice/instruction as credible. In light of the findings, it was concluded that political campaign messages aired by local radio stations were an essential factor in the political decisions of the electorates in minna metropolis and Niger state in general. Similarly, it was recommended that producers of political campaign messages should make optimum use of their right sense of judgment in packaging their messages to avoid deception on voters.