ELECTION CAMPAIGNS AND VOTE-BUYING IN NIGERIA: MEDIA STUDY PERSPECTIVES

Abstract

The study examined the dynamics of vote-buying and election campaigns in Nigeria within the media study perspectives. It focuses on the multifaceted dimensions of election campaigns, political campaign strategies and the phenomenon of vote buying. Despite Nigeria's 23 years of uninterrupted democratic rule since the Fourth Republic commenced in 1999, the persistence of vote buying poses significant challenges to the integrity and legitimacy of the electoral process. The study employs a qualitative descriptive approach with secondary data to conduct an in-depth review of existing literature to reveal the elements embedded in election campaigns and vote buying practices. It explored the communication systems and mass media strategies deployed in vote buying transactions thereby revealing the socio-behavioral patterns of Nigerian voters. The study applies the agenda setting theory to explain how political agenda influences voters’ expectations and perceptions. It subsequently identified stimulus words and phrases deployed in election campaigns that enable vote buying practices thereby revealing the relationship between political campaigns and vote buying in Nigeria. It also identified poverty, unemployment and the absence of robust institutions as causes of vote buying. It establishes the understanding of agenda-setting theory to elucidate the complex dynamics between campaign communication and voter behavior, providing insights for future empirical studies and policy interventions aimed at safeguarding the integrity of Nigeria's electoral process. The study therefore recommends the need for policies that will mitigate the influence of inducements on the electoral process.