ABSTRACT

This research project work focused on influence of political billboard advertisement on participation in electoral activities in Abak L.G.A. The aim and objectives among other was to find out whether billboard advertisement influence the participation of electorate in political activities  and whether billboard advertisement influence the electorate preference for a particular political party and/or candidate(s). The survey method was found appropriate for the study and the questionnaires was the instrument for the study. The population of this study was estimated at 187,895. The sample for this study was made of 250 respondents of Abak L.G.A who were able to respond to questionnaire forms which was analyzed though the use of frequency tables and simple percentages. The study therefore concludes that political billboard advertisement influence the participation of electorate in political activities as well as their preferences for a political candidates. Therefore, the political billboard should be well structured to enhance its effectiveness and placed in strategic locations for maximum optimization.

TABLE OF CONTENT

Title page               –         –         –         –         –         –         –         –         i

Certification          –         –         –         –         –         –         –         –         ii

Dedication             –         –         –         –         –         –         –         –         iii

Acknowledgement           –         –         –         –         –         –         –         iv

Table of Contents   –         –         –         –         –         –         –         –         v

List of Tables         –         –         –         –         –         –         –         –         vi

Abstract       –         –         –         –         –         –         –         –         –         ix

INTRODUCTION

1.1     Background of the Study           –         –         –         –         –         1

1.2     Statement of the Problem          –         –         –         –         –         2

1.3     Objectives of the Study   –         –         –         –         –         –         6

1.4     Research Questions         –         –         –         –         –         –         6

1.5     Scope of the Study –         –         –         –         –         –         –         7

1.6     Significance of the Study –         –         –         –         –         –         7

1.7     Limitation of the Study              –         –         –         –         –         9

1.8     Definition of Terms         –         –         –         –         –         –         10

REVIEW OF RELATED LITERATURE

2.1     Concept of Political Advertising          –         –         –         –         12

2.2     Political Advertising and Election Campaign in Nigeria    –         15

2.3     Participation as a Cardinal Pillar of Democracy       –         –         19

2.4     Concept of billboard campaign or advertising         –         –         23

2.5     Types of Billboard –         –         –         –         –         –         –         24

2.6     History Outdoor Advertising     –         –         –         –         –         27

2.7     Theoretical Framework   –         –         –         –         –         –         28

2.8     Review of Study    –         –         –         –         –         –         –         30

RESEARCH METHODOLOGY

3.1     Research Design              –         –         –         –         –         –         33

3.2     Population of the Study   –         –         –         –         –         –         33

3.3     Sample and Sampling Procedure –       –         –         –         –         33

3.4     Instrumentation      –         –         –         –         –         –         –         35

3.5     Validity and Reliability of Instrument           –         –         –         36

3.6     Method of data Analysis  –         –         –         –         –         –         36

DATA ANALYSIS AND DISCUSSION OF FINDINGS

4.1     Data presentation and Analysis           –         –         –         –         37

4.2     Discussion of findings     –         –         –         –         –         –         44

SUMMARY, CONCLUSION AND RECOMMENDATION

5.1     Summary               –         –         –         –         –         –         –         49

5.2     Conclusion           –         –         –         –         –         –         –         50

5.3     Recommendations           –         –         –         –         –         –         50

References

Appendix

List of Tables

Table 1: Gender Distribution of respondents –         –         –         –         37

Table 2: Age Distribution of respondents      –         –         –         –         38

Table 3: Educational Qualification of Respondents –         –         –         39

Table 4: Does political billboard advertisement influence the

participation of electorate in political   activities?    –         –         40

Table 5: Does billboard advertisement influence the electorate preference for a particular political party and/or candidate(s)?  –         –         –         41

Table 6: What are the limitations to the effectiveness of billboard in the mobilization of electorate for political?          –         –         –         –         42

Table 7: What are the most effective strategies to be employed in political billboard advertising to enhance its effectiveness?   –         –         –         43

CHAPTER ONE

INTRODUCTION

1.1     Background of the Study

The use of political advertising as a campaign strategy by political parties in Nigeria has become a trend over the years. Political parties employ the services of creative agencies to package persuasive messages of propaganda to create awareness of the beautiful benefits electorates stand to enjoy should they cast their votes in favour of the party. McNair (2003) defines political advertising as the purchase and use of media space, paid for at commercial rates, in order to transmit political messages to a mass audience. Also, the Texas Ethics Commission defines political advertising as a form of communications that support or oppose a candidate for nomination through the use of pamphlets, billboards, fliers, bumper stickers, newspapers, magazines, radio, television, and the internet.

The past two decades have witnessed a surge in the use of political advertising in Nigeria. According to Opeibi (2004) as cited by Olujide, Adeyemi and Gbadeyan (2011), prior to these periods, political parties employed the use of political rallies, personal contacts and speeches to sensitize electorates’. However the development and diversification of the mass media has caused political parties to capitalize on these media through political advertising in order to record a wider reach of their target audience. Political advertising has metamorphosed into a lucrative business for advertisers and celebrities alike who receive huge sums of naira to conceptualize, produce, and endorse these advertisements especially through the broadcast media.

Billboard advertising has assumed a wider and prominent position on political campaign in recent times in Nigeria. Despite electronic media, billboard advertising got campaign and election on the increase. This new discovery on campaign has not only given rise to advertising agencies, that specialized only on billboards advertising, but also a strong association of billboard advertising agencies in Nigeria which is recognized by advertisers as a subsidiary of the Advertising Practitioner Council of Nigeria (APCON).

Meanwhile, billboards as a branch of outdoor media usually target passers-by, drivers, those in moving vehicles and pedestrian traffic. They are characterized by attractive models images and catchy slogans that attract the attention of politicians to the electorates in other to woo them and made them known. Duncan (2013) posits that billboards take two forms. The most common definition of a billboard is an outdoor sign or poster usually seen on freeways, highways and streets.  Describes billboard advertising as the use of large signs along roadways to advertise a wide range of products, services and causes.

Extensive use of mass media as an effective communication tool is evident during political campaigns period worldwide. It stands out as a political mobilization medium in different countries. Its coverage, diversity and change with social context have made it a social mobilization tool. Politicians have adopted political advertising as a form of wooing their supporters. Political advertisement is done in return for supporting or opposing a candidate for election to the public office (Edegoh et al., 2013).

Therefore, this research is designed to examine the influence of political billboard advertisement on voter’s participation in Abak Local Government.

1.2     Statement of the Problem

The role of the media in every society is often to educate, inform and enlighten. It is assumed that, where those roles are adequately carried out, elections are bound to be free and fair. However, in Nigeria, several elections have been marred and yet the populace are less concern, because they did not participate in the electoral process. Electoral processes have not been successful as the ratio of voters to the total population of Nigeria do not tally at all and the gap is very wide due to poor participation of the people in electoral activities.

A lot of money is been utilized in the production of the billboards used for political campaign in Nigeria, but despite the numerous and increasing number of posters and billboards littered along the street and cities in Nigeria towards and during election period, the participation of the people has not witnessed any significant improvement, so it is unclear if the billboard among other media were effective, or was it all together a waste of time, money and effort.

There are problems of apathy, indifference or alienated on the people towards participating in politics. Most citizens show no interest and do not contribute their quota to political issues due to violence, assassination, rigging, e.t.c that is rocking the political system in Nigeria. In fact many refer to Nigeria political arena as immature compared to the developed nations in the world. Other factors that daunt participation is unfulfilled and deceit in political promises and manifestoes.  However, an outdoor advertising (billboard) campaign stands out as a powerful option for people, being one of the few medium with the potential to capture the attention of everyone based on its design, appeal and its location.

Human wants, gratifications and choice are insatiable; this underscores the importance of billboard campaigns in showcasing party’s manifestoes, candidate agenda among others.

The problem that remains unsolved is to what extent is billboard campaigns entice and influence the voting habit of electorates.

To this end, the research examines the influence of political billboard advertisement on voter’s participation in Abak Local Government Area.

1.3     Objectives of the Study

1. To determine whether billboard advertisement influence the participation of electorate in political activities in Abak L.GA.
2. To determine whether billboard advertisement influence the electorate preference for a particular political party and/or candidate(s). In Abak L.GA.
3. To determine the limitations to the effectiveness of billboard in the mobilization of electorate for political activities in Abak
4. To ascertain the most effective strategy to be employed in political billboard advertising to enhance it effectiveness in Abak L.GA.

1.4     Research Questions

For the success of this study the following research questions were formulated to guide this research.

1. Does political billboard advertisement influence the participation of electorate in political activities?
2. Does billboard advertisement influence the electorate preference for a particular political party and/or candidate(s)?
3. What are the limitations to the effectiveness of billboard in the mobilization of electorate for political activities?
4. What are the most effective strategy to be employed in political billboard advertising to enhance it effectiveness?

1.5     Scope of the Study

This study on the Influence of political billboard advertisement on participation in electoral activities covers the residents of Abak Local Government Area, and it comprises of both male and female from the 20 years and above. The study will capture two villages from each of the five (5) clans in Abak Local Government Area.

1.6     Significance of the Study

This research will be of importance to advertising practitioners, advertisers, corporate organizations, advertising agencies, political parties, aspirants, electoral bodies, NOA, Security operatives and other stakeholders at large as it will reveal to them the influence of billboards on political campaigns and mobilization.

It will assist students of mass communication, advertising, marketing and other related fields to understand the concept of advertising and particularly the potential of billboard and outdoor media as a prominent advertising channel to reach millions of people especially in the cities and rural areas.

However, the study will also be relevant to researchers, academicians and those who want to engage in similar research in the future. This will invariably allow such researchers to pinpoint the weak area(s) of the work and at the same time make a correction(s) for the purpose of future research. Media organisations, advertising agency and others will know what is expected of them by their clients and how to design, strategize and tactical in showcasing billboards.

1.7          Limitations to the Study

It is not an overstatement that a work of this nature cannot be carried out without some hard experiences, however, below are some of the constraints that were faced in the course of this research.

1. Time constraint, this was overcome by ensuring routine table and time management.
2. Stress from other academic activities is one of the limitations of the research work this also was overcome by worker harder and time management
3. Financial constraint to travel to different places, but this was overcome by sources for resources as soon as possible
4. Reluctant attitudes of some respondents to give their opinions on the subject matter but the researcher exercise enough modesty and patience to be able to overcome this challenge

1.8     Operational Definition of Terms

There are some outstanding terms in this work with their appropriate definitions given.

Billboard: This is a form of public placement of political advert content usually in a strategically located wall or board designed for that purpose in Osun state.

Election: this is the act of choosing or selecting people into political positions usually through a ballot.

Electioneering Campaign: This refers to the act or process of soliciting for support or votes for a given political party or candidate during election.

Electorate: it simply refers to voters who participate in election.

Influence:  It is the impact or contribution of the billboard to political campaigns and awareness.

Outdoor: This is a form of political advert happening or located outside, rather than inside usually in a placed in strategic places.

Political advertising: is a form of campaigning used by political candidates to reach and influence voters

Political campaign: It refers to the means through which voters and supporters are mobilized, sensitized and informed about a party or candidate.

Voting behaviour: This means the electorate mind set to choose a political representative.