AUDIENCE KNOWLEDGE AND ATTITUDE TOWARDS COMPLIANCE TO MEDIA CAMPAIGN ON VOTE BUYING DURING ELECTIONS.

ABSTRACT

The study is focused on Audience Knowledge and Attitude towards Compliance to Media Campaigns on Vote Buying during Elections. The objectives of the study were to examine the audience knowledge of the media campaign on vote buying during election, find out the audience attitude of media campaigns on vote buying during election, determine whether vote buying during election influences public perception of the electoral process and to ascertain the role of the media towards vote buying during election. For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that mass communication students have a negative attitude towards vote buying during elections and they believe the media has not played an active role in curbing vote buying during elections in Nigeria.. Findings also revealed that media has not influenced the decision of the electorates on whether to sell their votes or not during election Based on the findings, the researcher concluded that the media, alongside other channel of communication must be employed to increase efforts towards sensitising and advocating against the ills of vote buying during election. The researcher therefore recommended among other things that the media, local and international observers should inspect the process of election to ensure that there are no lapses or incidences of vote buying. The researcher also recommended that the mass media should endeavour to monitor the conducts of elections to ensure that is conducted freely and fairly.