AUDIENCE PERCEPTION ON THE MEDIA FRAMING PATTERN OF 2023 GENERAL ELECTION IN NIGERIA, USING BENIN CITY AS A CASE STUDY.

ABSTRACT

The study looks at the topic " Audience perception on the media framing pattern of 2023 general election in Nigeria, using Benin city as a case study." The objectives of this study were to ascertain the perception of Benin residents on the media framing pattern of media organisations in Nigeria, find out how the media framing pattern of 2023 general election affects Benin Residents perception of election stories, know the extent to which media framing pattern influence Benin Residents voting decision during the 2023 general election. The study employed the framing and perception theory then the survey research design with questionnaire as an instrument was used to collect adequate information from a sample size of 200. The study found out that Benin residents, have a positive perception about the media framing pattern of media organizations in Nigeria. Although media framing pattern influence Benin residents’ perception of election stories buy increasing the level of trust that audience place in election- related stories. Age, education, or political affiliation also determines how effective this would be. The influence of media framing pattern on Benin residents voting decision during 2023 general election is that firstly it helps the audience to understand political candidates, issues, and campaign narratives, secondly it further help in the formation of audience political attitudes and opinions in 2023 general election. The study then recommended that Government should Implement initiatives to enhance media literacy among the populace, equipping individuals with the skills to critically evaluate media content and recognize potential biases or framing techniques. This will empower audiences to make informed decisions and resist undue influence from media messaging. Media organizations should uphold principles of transparency and accountability in their reporting practices, ensuring accuracy, fairness, and impartiality in election coverage. This will enhance public trust in the media and strengthen its role as an objective source of information.Continuous conduct of audience research to understand evolving perceptions, preferences, and behaviors regarding media coverage, particularly in the context of elections. This will provide insights for refining media messaging approaches and improving audience engagement.