THE ROLE OF NIGERIAN MASS MEDIA IN ELECTIONEERING CAMPAIGNS (A CASE STUDY OF 2015 GENERAL ELECTIONS)
CHAPTER ONE
INTRODUCTION
1.1 Background to the Study
Concerns about Nigeria’s ability to hold a peaceful general election in 2015 have characterised the work of governance, peace and security sector practitioners and policymakers for some time now. The prevailing discourse emanating from Nigerian and international actors alike predominantly focuses on the actions (and inaction) of major stakeholders, including Nigeria’s ruling and opposition political parties, mass media and civil society, and the international community. Nigeria’s upcoming polls are significant, with the potential to make or mar the country’s democracy and threaten its peace and security and, by extension, the stability of the West African region and of the continent. The history of elections in Nigeria generally has afforded us the golden opportunity of assessment of the divergent roles of the media in Nigeria political process within the framework of our national political goal. The issue and question of education, information, mobilization and monitoring has become a very crucial factor in the realization of the national objectives in the context of the electoral process.
In a democratic society, the focus of the government would be to promote the fundamental human rights of the people while providing leadership for the growth and development of the society. Thus, the media systems in democratic countries are able to report on any issue as long as they do not infringe upon the rights of the people and those of the state. The sovereign power of every country resides in the state. Therefore, in an authoritarian society, where the government seeks to preserve the political philosophy of the state even at expense of the rights and liberties of the citizens, the media would find it difficult to bluntly report on the issues where the interests of the government are at disagreement with the hopes and expectations of the people. African countries are among the emerging democratic societies of the world. Therefore, the media have a duty to ensure that African leaders entrench democratic principles and values in governance.
The 2015 Presidential Campaigns in Nigeria were heavily reported by all arms of the media but television towered above the rest on account of the presentations that yanked the emotions of Nigerians. By showing and telling the sensitive general public some of the campaign proceedings which took the forms of advertisements, public lectures, media briefings, campaign tours, courtesy visits to prominent citizens, musical concerts, etc., the medium justified to a great point, its value as one with the greatest potential to fulfil the core functions of the media. Its service to the nation in this direction was superb as the medium’s ability to serve Nigerians with consistency the fresh menu of the engaging political warfare ensured to some extent an informed electorate.
But the 2015 electioneering campaign did not live up to the expected standard. The political campaigns were viewed as a misuse of the media by political parties and their candidates through the publication or broadcast of unwholesome information passed to the public as the truth. The broadcast media lent themselves to most of the negative factors in Nigerian politics and became partisan. Most broadcast media organizations aligned with one politician, political party or one region against another. They acted as the mouthpiece of some of the political parties they are aligned with. This posture did not give room for objectivity, fairness and justice in the discharge of their responsibilities to the public. Edogbo (1999) traced this act to media ownership structure and the owner’s relationship with the political system. It is widely believed that most media owners with political interests prevent their media outfits from adhering to the fundamental principles of balance, fairness and objectivity.
