THE ROLE OF MASS MEDIA IN PROMOTING PARTICIPATION IN POLITICS ELECTION IN SOKOTO STATE .
Abstract
This study explores the role of mass media in promoting participation in politics and elections in Sokoto State. Investigating the impact of media coverage on voter turnout, awareness, and engagement, the research reveals that mass media play a vital role in shaping electoral processes. Using a survey research design and administering questionnaires to Sokoto State residents, the study finds that mass media significantly influence awareness, turnout, and civic engagement. However, limitations such as restricted access to information, media bias, and low media literacy hinder their effectiveness. To enhance democratic participation, the study recommends that mass media prioritize balanced reporting, increase electoral issue coverage, and engage in civic education.
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