Madonna University Journal of Communication Studies

Political Marketing and Social Media Use in Nigerian Politics: Understanding the Nexus

Nafisat MOHAMMED — 2022-12-21

In the 21st century, the importance of social media is highlighted in political marketing. Political players and stakeholders believe the use of social networking sites such as Twitter, Facebook, Instagram, LinkedIn and WhatsApp, among others, can influence political participation. Nowadays, social media tools are utilised within political communication campaigns to secure victory, encourage interaction between political parties/voters, promote and market identities, ideologies and build images. New media technologies have played essential roles in the Nigerian political landscape in the last two decades, both on the side of campaigners who work for political parties and the electorates who vote-in politicians marketed to them through political marketing. Hinged on the three-stage model of political marketing and the technological determinism theory, this paper examines and provides a contextual appraisal of the nexus between political marketing and the social media boom, particularly the Nigerian political system. This study employed an essentially exploratory and descriptive design with significant reliance on a desktop or library review of literature and theories presented alongside the analyses of relevant issues in work. The paper concluded that social media usage in political marketing encourages more engagement and interaction between the political actors and the electorates.

KEYWORDS: Political Marketing, Social Media, Political Communication, Nigeria, Political System

Can they ever Accomplish 35% Representation? Radio and Political Participation of Nigerian Women

Doris Ngozi MORAH — 2021-10-26

Men in Nigeria predominately occupy political positions despite the 35% affirmative action quota by the democratic government and media campaign on the inclusion of women in politics. The study examined the influence of radio on women's political participation in Nigerian politics. It focused on investigating the influence of radio in the political engagement and mobilisation of select women in Makurdi to politically participate in the 2019 elections and ascertain the extent of the use. Hinged on the Democratic Participant Theory, the study adopted the survey research method and purposively selected 200 respondents from the Makurdi metropolis. Findings show a significant increase in interest in political participation due to media access and radio use for political campaigns in Makurdi. The finding implies that despite influences of pervasive social media, radio can potentially increase the number of women aspirants in the political offices if adequately utilised. Therefore, the study recommends the location of community radios in local communities for easy access to women and increased political participation.

KEYWORDS: Women, Nigeria, Election, Radio, Political Participation

Uncertainty Reduction Strategy and Networking Sites Choice among International Students in Eastern Mediterranean University, North Cyprus

Sarah GAMBO — 2021-11-23

The emergence of Web 2.0 in the 21^st century was accompanied by various social networking sites (SNSs). Although the democratic nature of the Internet offered freedom to choose an SNS, selecting the appropriate one for communication became difficult. The research examines the most used uncertainty reduction strategy international students employ for communication within and outside their school environment. It investigates the most dominant social networking platforms used by international students in their home country, within North Cyprus and among other international students within the school environment. The study population was 16,000 students, with 450 respondents as sample size. The analysis was done using SPSS for demographics and JASP 0.10.20, with a binomial frequency that captures the results depicting that international student most prefer WhatsApp for communicating with families in their home country, school environment North Cyprus and others. The results also revealed that users looked out for convenience and security as the best reasons for reducing their level of uncertainty in communication. The study recommends that further research should be concentrated on longitudinal studies and also consider doing research using any of the approaches that are qualitatively inclined to ascertain if the result will be in tandem with the Eastern Mediterranean University when communicating with other international students.

KEYWORDS: Uncertainty Reduction Strategy, Choice, Networking Sites, International Students.

Evaluating Effects of Domestic Public Investment in Communication on Nigeria’s Economic Growth

Uchechukwu Daniel Abada — 2021-07-14

This study focused on evaluating the effect of communication sector domestic public investment (DPI) on economic growth in Nigeria. The data of DPI in communication from 1999 – 2019, extracted from the Central Bank of Nigeria statistical bulletin, were used to investigate if DPI in communication has a positive effect on economic growth in Nigeria. The study analyses were conducted using linear regression with the Ordinary Least Squares (OLS) technique and Granger causality technology. The findings indicated that DPI in communication did not have a positive and significant effect on economic growth in Nigeria. The findings also revealed that the causality relationship between DPI and economic growth in Nigeria was lacking over the 20–year study period. The current findings thus, suggested that government spending should be channelled to affect the economy to promote growth and development in the process.

Anti-Hate Speech and Listeners' Perception of Authority Radio Fm Nnewi

NKECHI CHUKWUMA — 2021-07-15

The study surveyed listeners' perception of anti-hate speech messages on Authority Radio FM Nnewi. It sought to find out listeners' exposure, the extent of their comprehension, factors contributing to their incomprehension, and the influence of hate speech on their behaviour. The research was hinged on the social responsibility theory. A total of four hundred copies of the questionnaire were distributed, and data were analysed using the simple percentage approach. Results showed a majority response rate of: 79.2% exposure, 46.8% incomprehension, 31.1% message presentation in the English language, and 55.8% ability to influence behaviour. The study recommended a lingua franca version (in the native language of the listeners) of anti-hate speech messages and establishing community channels for monitoring and reporting anti-hate speech to regulatory bodies, including a lawful framework for punishment defaulting radio stations.