An Analysis Of Audience Perception Of Peoples Democratic Partyâ€™s (Pdp) Propaganda Campaign In The 2015 Nigerian General Election

Abdulgaffar Olawale Arikewuyo; Aishat Abdulrauf-Salau

doi:10.32890/jgd2016.12.1.4

Pengarang

Abdulgaffar Olawale Arikewuyo Department of Mass Communication Faculty of Communication and Information Sciences University of Ilorin, Nigeria
Aishat Abdulrauf-Salau Department of Mass Communication Faculty of Communication and Information Sciences University of Ilorin, Nigeria

DOI:

https://doi.org/10.32890/jgd2016.12.1.4

Kata kunci:

propaganda, campaign, audience perception, general elections, Nigeria

Abstrak

The 2015 Nigerian general elections have come and gone. Though the election was scored high by local and international observers, it was not without flaws. The pre-election period witnessed one of the highest level of propaganda in the country. During this period, propaganda was at its peak as the PDP took advantage of its opportunities as the ruling party to spread negative messages about the opposition. However, while this large and well-orchestrated propaganda have been found successful in the past, the dominance of the PDP in the propagandistic war of the last election failed to produce the desired result. This study therefore sought to ascertain audience perception of the use of propaganda by PDP in the just concluded 2015 presidential election by examining the effectiveness of propaganda in political campaigns. Thus, premised on the theory of propaganda, this study surveyed 324 randomly selected respondents from the University of Ilorin. Data were analyzed using the Statistical Packages for Social Science (SPSS) and results were reported descriptively. Findings were discussed in details and suggestions for further studies were recommended.

Rujukan

Agu, U. (2007). Propaganda instruments in contemporary campaigns: Comparison of Estonian political television advertisements and modern television commercials. Review of European and Russian Affairs, 3 (1) 1-18.

Baran, S.J.(2001). Introduction to Mass Communication. Media Literacy and Culture.(6th ed) New York, United State of America: McGraw Hill Companies Incorporated.

Baran, S. J. & Davis, D. K. (2006). Mass Communication Theory: Foundations, Ferment and Future. Anhuba Printers, India. Thomson Publications.

Maduabuchi, E., (2010). Dangerous Trends in 2011 Media Campaigns. Retrieved March 20th 2011 from www. allafrica.com

Bloomberg, M., Mosier, J., Chartrand, D., & Engelman, A. (2012). Twitter messaging in the 2012 Presidential election: A textual analysis. (Unpublished graduate research study). Kansas State University, Manhattan, KS.

Cole, R. (1998). Encyclopedia of Propaganda. Armonk, NY: Sharpe Reference.

Davison, W. P. (1971). Some Trends in International Propaganda. Annals of the American Academy of Political and Social Science, 398, 1-13.

DBQ Project (2012). The DBQ project. Retrieved March 3rd 2015 from www.dbqproject.com

Doob, L. W. (1948). Public Opinion and Propaganda. New York: Henry Holt.

Ellul, J. (1965). Propaganda: The Formation of Men’s attitudes. New York: Knopf.

Emery, E., and Emery, M. (1984). The Press and America. Upper Saddle River, NJ: Prentice Hall.

Geer, G.J. (2006). In Defense of Negativity. Attack Ads in Presidential Campaign. London, United Kingdom. The University of Chicago Press Limited.

Huber, G. A. & Arceneaux, K. (2007). Identifying the persuasive effects of presidential advertising. American Journal of Political Science, 51(4), 957-977.

Jowett, G. S. and O’Donnell, V. (1999). Propaganda and Persuasion. California, Sage publications.

Jowett, G. S. and O’Donnell, V. (2005). Propaganda and Persuasion. California, Sage publications.

Jowett, G. S. and O’Donnell, V. (2012). Propaganda and Persuasion. California, Sage publications.

Lasswell, H. D. (1927). Propaganda Technique in the World War, New York: Peter Smith. (1937). Propaganda in Seligman, E. R. A. and Johnson, A., (Ed), Encyclopedia of the Social Sciences, 12, 521-528. New York: Macmillan.

Lee, A. M and Lee, E. B (1939). The Fine Art of Propaganda: A Study of Father Coughlin’s Speeches. New York: Harcourt, Brace and Company.

Martin, L. J. (1971). Effectiveness of international propaganda. The ANNALS of the American Academy of Political and Social Science, 398(1), 61-70.

McGuire, W. J. (1964). Inducing resistance to persuasion: Some contemporary approaches. In L. Berkowitz (Ed.), Advances in experimental social psychology, 1, 124–139. New York: Academic Press.

McNair, B. (2011). An Introduction to Political Communication. London, New York: Routledge.

Momoh, T. (2003). Code of Conduct for Nigerian Journalists. Appraising the Old and the New. In R.A. Akinfeleye & I.E Okoye. (Eds). Issues in Nigerian Media History: 1900-2000AD. Lagos, Nigeria: Malthouse Press Limited.

O’Kefee, D. J. (2008). Elaboration Likelihood Model. In Donsbach, W. Et al. (2008). The International Encyclopedia of Communication, Vol 4. Oxford: Blackwell Publishing.

Okpoko, J.(2008).Principles and Practice of Advertising. Zaria, Nigeria: Ahmadu Bello University Press Limited.

Olujide, J.O., Adeyemi, S.L., & Gbadeyan, R.A. (2010) Nigerian Electorates’ Perception of Political Advertising and Election Campaign in Research Journal of Social Sciences Institute of Public Administration and Management (IPAM), Department of Business Administration, University of Sierra Leone, Tower Hill, Free Town, Sierra Leone.

Opeibi, B.O., (2006). Political Marketing or Political “Matcheting” ? A Study of Negative Campaigning in Nigerian Political Discourse. Accessed on 25th July 2011.

Osunbiyi, B. (1999). Advertising Principles and Practice. Ogun, Nigeria: Gbenga Gbesan Associates.

Osunbiyi, B. (2002). Contemporary Conflicting Issues in Advertising. Opening up the Debate. Abeokuta, Nigeria: Jice Communication.

Petty, R. E. and Cacioppo, J. T. (1986). The Elaboration Likelihood Model of Persuasion. Advances in Experimental Social Psychology, 19, 161-202. Academic Press.

Petty, R. E., Rucker, D. D., Bizer, G. Y. & Cacioppo, J. T. (2004). The Elaboration Likelihood Model of Persuasion. In Seiter, J. S. and Gass, R. H. (2004). Perspectives on Persuasion, Social Influence, and Compliance Gaining. Pearson publishing.

Rallings, C., Broughton, D. & Farrell, D. (1995). British parties and elections yearbook. Hampshire: Frank Cass.

Saunders, L. (2013, April). Information as weapon: Propaganda, politics, and the role of the library. In Imagine, Innovate, Inspire: The Proceedings of the Acrl 2013 Conference.

Seiter, R. H., & Gass, J. S. (2010). Persuasion, social influence, and compliance gaining. Boston: Allyn &Bacon.

Severin, W. J. and Tankard, J. W. Jr. (2010). Communication Theories: Origins, Methods, and Uses in the Mass Media. Pearson International.

Shultz, R. H. and Godson, R. (1984). Dezinformatsia: Active Measures in Soviet Strategy. Washington, Dc: Pergamon-Brassey.

Szanto, G. H. (1978). Theater and Propaganda. Austin: University of Texas press.

Tejumaiye, J.A. (2008). Political Advertising in Nigeria’s Emerging Democracy. In F. Omobitan, (ed) Social Sciences and Humanities Review. 3. Biodata Abdulgaffar Olawale Arikewuyo is a lecturer at Department of Mass

Communication, University of Ilorin, Nigeria. He holds a Diploma in Mass communication from the Bayero University, Kano, Nigeria, Bachelor and Master’s degree in Mass Communication from University of Ilorin, Ilorin, Nigeria. His research interests are Broadcast Journalism and political communication. Aishat Abdulrauf-Salau is a lecturer at Department of Mass Communication, University of Ilorin, Nigeria. She holds a Bachelor and Master’s degree in Mass Communication from Ahmadu Bello University Zaria, Nigeria. Her research interests are development communication, political communication and new media.