Abstract
The mass media have been used as veritable sources of information during elections. They have been used to propagate ideas often known as propaganda and as instrument of political mobilization. The information projected by the different media of mass communication alongside other societal factors influence voters’ choice(s) during elections. It is on this note that this research work tried to analyze audience perception of media coverage of april 2011 presidential election in Nigeria , focusing on adults in Awka metropolis. Using the survey research method, the study found that the mass media contributed immensely to the emergence of Goodluck Jonathan as the president because 74.4% of the sampled population revealed that Goodluck Jonathan received more media exposure than other presidential candidates and thus influenced their liking for him. The study therefore recommends that media practitioners should be careful while packaging media messages because they can make or mar an individual.
TABLE OF CONTENTS
Title page
i
Certification
ii
Dedication
iii
Acknowledgements
iv
Table of Contents
v
List of Figures
vi
Abstract
vii
CHAPTER ONE: INTRODUCTION
1.1
Background to the Study
1
1.2
Statement of Problem
6
1.3
Objectives of Study
6
1.4
Research Questions
7
1.5
Significance of Study
7
1.6
Scope of Study
7
1.7
Definition of Terms
8
Reference
9
CHAPTER TWO: LITERATURE REVIEW
2.1
Focus of the Review
10
2.2
The Review itself
10
2.3
Theoretical Framework
49
Reference
51
CHAPTER THREE: RESEARCH METHODOLGY
3.1
Research Design
55
3.2
Population of the Study
55
3.3
Sample Size
56
3.4
Sampling Technique
57
3.5
Measuring Instrument
58
3.6
Validity and Reliability
59
3.7
Method of Data Analysis
59
3.8
Limitations of Methodology
60
Reference
61
CHAPTER FOUR: PRESENTATION AND INTERPRETATION OF DATA
4.1
Data Presentation and Analysis
62
4.2
Discussion of Findings
69
Reference
71
CHAPTER FIVE: SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
72
5.2
Conclusion
73
5.3
Recommendations
74
Bibliography
Appendix
List of Figures
Figure
Page
1.
Sample selection.
62
2.
Age distribution of respondents.
63
3.
Respondents‟ means of getting information.
64
4.
Respondents‟ views on prominence given to 2011 presidential
candidates in the media and public‟s reaction.
65
5.
Influence of media messages on public perception of candidates
66
6.
Description of the kind of influence.
66
7.
Other factors that influenced the election.
67
