ASSESSMENT OF THE FUNCTIONALITY OF POLITICAL ADVERTISEMENT ON TELEVISION DURING THE 2018 GOVERNORSHIP ELECTION IN EKITI STATE.

ABSTRACT

This project is based on assessment of the functionality of political advertisement on television during the 2018 governorship election in Ekiti State. Related and empirical literatures were reviewed while social responsibility theory, agenda setting theory and reinforcement theory were used to justify the study. The research employed survey design and purposive random sampling technique was employed in which 400 sample size was arrived at, using Taro Yamane formula. 400 copies of questionnaires were distributed to respondents from the three selected local government areas, one representative each from the three Senatorial Districts in Ekiti State. 380 questionnaires out of the total administered were duly attested and recovered for analysis. The findings revealed that political advertising is a functional and effective tool for initiating information for electoral processes, particularly, the electorate during the 2018 governorship election in Ekiti state. It was also discovered that majority of Ekiti State electorate had high level of exposure to political advertisement from Ekiti Broadcasting Service and NTA Ado Ekiti during the 2018 Governorship election. The study concluded that political advertising function as informative tools to the electorate during election and it also showed that, Ekiti State electorates are highly exposed to political advertisements on television especially Ekiti Broadcasting Service (EKTV) and NTA Ado Ekiti. The study therefore recommends that further studies should be carried out to enhance better understanding of other existing factors that actually influence voting behaviour. It also recommends that, there is need to restructure the media ownership pattern and to establish a Nigerian Media Advisory Council in order to enforce ethical conduct in media industry especially during election period.