INFLUENCE OF BROADCAST MEDIA MESSAGES ON VOTERS CHOICE OF CANDIDATES IN THE 2023 GOVERNORSHIP ELECTION IN DELTA STATE

This study examined the influence of broadcast media messages on voters’ choice of candidates during the 2023 governorship election in Delta State, Nigeria. The instrument used for data collection was a structured questionnaire. Four hundred copies of the questionnaire were administered, while three hundred and eighty copies were successfully retrieved for analysis. One of the major objectives of the study was to examine whether television influenced the voting behaviour of residents in Delta State during the 2023 gubernatorial election. The data collected were analyzed using percentages and frequency tables. The findings revealed that a significant proportion of the respondents reported frequent exposure to broadcast media, indicating its relevance as a primary source of political information. The study further showed that broadcast media messages had a considerable influence on voters’ choice of candidates during the election. Based on the findings, the study recommended that authorities should establish robust regulatory frameworks to monitor and ensure media outlets’ impartiality, transparency, and adherence to ethical standards. Violations such as biased reporting should attract appropriate sanctions. The study also recommended that government, educational institutions, and civil society organizations should collaborate to implement media literacy programs that will equip citizens with the skills needed to critically evaluate media messages. Furthermore, fact-checking organizations and initiatives should be encouraged to verify the accuracy of political content disseminated through broadcast media.