Impact of Nigerian Press on the Choice of Political Candidates:( a Case Study of Residence of Kaduna Metropolis 2023 Election)

Student: Binta Musa (Project, 2025)
Department of Political Science
Kaduna State University, Kaduna, Kaduna State

Abstract

ABSTRACT

The 2023 Nigerian election marked a significant moment in Nigeria’s democratic journey, particularly in Kaduna metropolis. This study examines how media coverage by the Nigerian press influenced voters’ political choices among residents of Kaduna metropolis during the 2023 general elections. Using a mixed-method approach combining surveys of 200 residents and content analysis of major Nigerian newspapers, the research investigates the correlation between press coverage and voter decision-making patterns.

Findings revealed that while traditional print media maintained significant influence, the interaction between traditional press and social media amplified the impact on voter choices. The study discovered that newspaper coverage of candidates’ manifestos, past records, and campaign promises played a crucial role in shaping public opinion. However, factors such as ethnic affiliations and religious considerations continued to compete with media influence in determining voter preferences.

The research contributes to understanding media effects in Nigerian political communication and provides insights for media practitioners, political candidates, and policymakers on the evolving role of press coverage in shaping electoral outcomes in urban Nigerian settings.

Keywords
Nigeria press Impact Political candidates Choice
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