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ABSTRACT
This study delves into the dynamic roles of mass media within the realm of Nigerian politics and elections, employing the theoretical frameworks of Agenda-Setting and Uses and Gratification theories. Focusing on the context of the Uvwie Local Government Area in Delta State, Nigeria, the research investigates how mass media influence public perceptions, political agendas, and individual engagement during election periods. The study was conducted through a survey of 399 respondents from the Uvwie Local Government Area. The Agenda-Setting theory provides a lens to understand how mass media contribute to shaping the salience of political issues in the public eye, thereby influencing the focus of political discourse. Additionally, the Uses and Gratification theory aids in comprehending how individuals actively select and utilize media to fulfill their personal needs and motivations, particularly within the context of political information consumption. Results of the study indicate that mass media in the Uvwie Local Government Area play a substantial role in shaping the political landscape, emphasizing certain issues through their coverage and influencing public perception of political priorities. The findings also underscore the multifaceted nature of media consumption, revealing that individuals engage with media not solely for information acquisition, but also for social interaction, reinforcement of personal identity, and political entertainment. The study highlights the significant influence of mass media in Nigerian politics and elections, acting as a vital tool for information dissemination and shaping public opinion. It was recommended that the mass media adopt a more transparent method to enhance the media's positive impact on the democratic process.
