A COMPARATIVE ANALYSIS OF THE INFLUENCE OF TRADITIONAL AND NEW MEDIA DURING THE 2023 GENERAL ELECTIONS IN NIGERIA: A CASE OF STUDY AKOKO NORTH EAST LOCAL GOVERNMENT, ONDO STATE

The research work is carried out to examine influence of the media on Nigeria's politics: a comparative analysis of traditional & new media during the 2023 general elections in Akoko NorthEast local government area, Ondo state. The study has three main objectives The researcher adopted the Uses and Gratification Theory, proposed by Katz in 1959 and refined by Elihu Katz, Jay Blumler, and Michael Gurevitch in 1974, suggests that people are drawn to specific media due to ease of access and the satisfaction they derive from its content. This theory emphasizes that media consumption is driven by users' selective processes and goal-directed behavior, where individuals actively seek out media that meets their specific needs and preferences. The survey conducted in Akoko North-East regarding the 2023 general elections highlights a significant trust in traditional media, with 45% of respondents strongly agreeing that it provided comprehensive and unbiased coverage, supported by an additional 23.1% who also agreed; however, 23.6% expressed dissatisfaction with the media's efficacy. Nearly 39% beljeve that media framing significantly influenced their political opinions, indicating the media's crucial role in shaping public perception, while 12% showed ambivalence on this issue, suggesting a need for increased media literacy. Concerns about misinformation from new media emerged strongly, with 67.8% of respondents acknowledging its negative impact on information integrity, creating a perceived risk for voter behavior. Conversely, 74.5% of respondents recognized new media's positive influence on voter engagement, though a minority remained skeptical about its effectiveness. A notable shift towards new media was observed, with 39% asserting it was more influential than traditional media in shaping political communication. Furthermore, 31.4% acknowledged the importance of diverse media content in shaping voter decisions, while 39.2% emphasized the significance of media accessibility in impacting political outcomes. Lastly, a substantial 75.8% affirmed that media credibility is essential in determining political influence, reflecting both a strong belief in the role of credible sources and lingering scepticism towards media integrity. Based on the findings of the study the following recommendation were made: enhance digital literacy, strengthen traditional media collaboration, diversify content for engagement, monitor misinformation, engage community influencers, and feedback mechanisms.