The Role of Mass Media in Political Socialization in Kaduna State, a Study of Ksmc in Kaduna North (2015-2022)

ABSTRACTThis study examines the role of Kaduna State Media Corporation (KSMC) in political socialization among residents of Kaduna North Local Government Area from 2015 to 2022. Employing a mixed-methods approach, the research gathered quantitative data through structured questionnaires administered to 200 residents, complemented by qualitative insights from in-depth interviews with KSMC staff and audience members. Analysis focused on KSMC’s influence on political awareness, the effectiveness of its programming, and the challenges it faces in fostering political engagement. Findings reveal that KSMC moderately impacts political awareness and participation. Weekly engagement with political content was predominant, with 42.1% of respondents finding the information mostly clear but citing challenges such as complex language and insufficient depth. While the programs moderately enhanced understanding of political processes, issues like audience apathy and resource constraints limited their effectiveness. Respondents also perceived a moderate representation of diverse political perspectives, highlighting opportunities for improvement in inclusivity. The study concludes that KSMC’s role extends beyond information dissemination, serving as a vital agent of political education and civic engagement. However, the corporation must address barriers such as technical challenges, content accessibility, and audience disengagement to maximize its impact. Recommendations include simplifying political content, increasing program depth, and leveraging digital platforms to reach diverse demographics. Enhanced funding and strategic partnerships are also proposed to strengthen KSMC’s capacity for fostering political socialization in Kaduna North.