MEDIA'S INFLUENCE ON VOTER BEHAVIOR: THE IMPACT OF NEWS COVERAGE ON ELECTION OUTCOME
Keywords:
Media, Election, Voter, Voter BehaviorAbstract
This study delves into the intricate relationship between media coverage and voter behavior, shedding light on the profound influence that news outlets wield over election outcomes. Elections are the cornerstone of democracy, and understanding the role of media in shaping voter behavior is critical for transparent and informed electoral processes. This study sheds light on the complex dynamics between media, voters, and election outcomes, offering valuable insights for policymakers, media practitioners, and the general public. Four key research questions guided the study: the influence of news coverage on candidate perceptions, the varying impact of media platforms, the role of media bias in shaping trust, and the interaction of demographic factors with media consumption patterns. This research seeks to elucidate how media narratives, biases, and framing techniques can shape voters' perceptions, attitudes, and ultimately, their choices at the ballot box using the quantitative questionnaire method. By drawing on a comprehensive array of case studies and empirical evidence, this study provides valuable insights into the critical interplay between media, democracy, and the electoral process. The findings of this study hold significant implications for media professionals, policymakers, and the electorate, emphasizing the need for media literacy, responsible journalism, and a more informed citizenry in the quest for vibrant, healthy democracies worldwide. This study serves as a comprehensive examination of the nexus between media and voter behavior in Nigeria's electoral landscape, offering a foundation for further research and evidence-based policymaking in the realm of election integrity and media ethics.