IMPACT OF NEW MEDIA ON POLITICAL ADVERTISING IN 2015 GOVERNORSHIP ELECTION IN DELTA STATE

ABSTRACT

This study investigated the impact of social media on political advertising during the 2015 governorship election in Delta State. The research objectives include to determines the political message aspirants share on social media, to ascertain the challenges of political advertising on social media. The survey method was employed while the questionnaire was research instrument. A total of 120 respondents who were randomly selected were used. Data were analyzed using simple percentage and frequency tables. The findings show that many people are political inclined to use the social media often to source for political information. This emphasized that political advertising on social media is trusted by the electorates. Political advertisement using the social media provides opportunities for Nigeria politicians to have a wider coverage of the electorates. The study recommends that political advertising agencies should ensure that the advertisement on the social media reflects the basic need of the people so as to draw public attention and motivate them to make favourable voting decision. Politicians should use political advertisement as a way to highlight their unique selling points as it is the most captivating message in advertisement.

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