The Influence of Mass Media on Citizen’s Voting Behaviour Focus on 2023 Presidential Elections

ABSTRACT This project investigates the influence of mass media on citizens’ voting behavior during the 2023 presidential elections in Nigeria. It explores how various media platforms, including television, radio, social media, and print, shaped public perception and informed voter decisions. The study employs a mixed-methods approach, combining quantitative surveys and qualitative interviews to assess the extent to which media coverage affected voter engagement, opinion formation, and turnout. The media, according to the politico-media philosophy democratic-participant theory, entails allowing equal access to all stakeholders. One of the propositions of the theory, which in itself is an adaptation of the social responsibility theory, is that the media should share information on divergent views and opinions of individuals and political groupings irrespective of whether they align with popular opinions of the government in power or not. The theory underpins the significance of equality of access to the media despite the socio-economic status of citizens, while the democratic participation theory postulates that participation in good governance and cultural revitalization should not be the exclusive preserve of the elite, but inclusive of grassroots. Consequently the following recommendations have been made; The Independent National Electoral Commission needs to improve in the area of electoral security. Policymakers should consider developing guidelines and regulations to address the challenges posed by mass media in elections. This includes promoting media literacy, encouraging responsible social media use, and establishing mechanisms to address misinformation and disinformation. It is essential to conduct more in-depth research on the role of local media and community radio stations in political communication. These platforms often have a more direct and influential connection with local populations, and their impact on voter behavior should be further explored.