INFLUENCE OF POLITICAL ADVERTISING ON VOTING BEHAVIOUR OF RESIDENT IN THE RURAL COMMUNITY

The influence of political advertising on voting behavior is a critical area of study in the field of political communication. This research aims to explore the impact of political advertising on the voting behavior of residents in rural communities. The study adopts a single method approach; quantitative data from questionnaires. The theoretical framework draws upon concepts from Agenda Setting Theory, Elaboration Likelihood Model, Selective Exposure Theory, Framing Theory, Cultivation Theory and Social Identity Theory to understand how political advertising shapes individuals' attitudes and perceptions in rural contexts. Specifically, the study examines how media institutions shape political debates by determining what issues and whose campaigns are most important and featuring them in news broadcasts, how individuals selectively expose themselves to political advertisements based on their preexisting beliefs and values, and how framing techniques used in political advertising influence their perceptions of candidates and issues. Moreover, the research explores how social identity within rural communities may interact with political advertising, shaping individuals' voting behavior based on their sense of group identity and shared values. It also explores how individuals process persuasive messages differently based on their motivation and ability to engage in cognitive elaboration.The data collection process involves the administration of questionnaires to a sample of rural residents, targeting a particular community in a local government. The questionnaires assess participants' exposure to different forms of political advertising, their cognitive and affective responses to the messages, and their voting intentions. Data analysis will include quantitative methods such as descriptive statistics and chi-square tests.The findings will shed light on the relationship between political advertising exposure and voting behavior in rural communities, offering valuable insights for political campaigns seeking to engage with rural voters effectively. This research is expected to contribute to the existing body of knowledge on political communication, particularly in the context of rural communities. By understanding how political advertising influences voting behavior in these settings, policymakers and campaign strategists can design more targeted and effective communication strategies that resonate with the values and concerns of rural residents. The study's limitations include the potential for response bias in self-reported data and the generalizability of findings beyond the specific rural community studied. Nevertheless, this research provides a valuable contribution to understanding the dynamics of political advertising and voting behavior in rural contexts, enriching our understanding of the role of media in shaping political attitudes and decisions. Overall, this study seeks to contribute to the academic literature on political communication and inform practical strategies for political campaigns aiming to engage and mobilize voters in rural communities effectively.