Thesis Abstract

Television plays a crucial role in shaping political persuasion by influencing public opinion and attitudes. This research project aims to explore the various ways in which television impacts political persuasion and the effectiveness of different strategies used in televised political communication. The study will examine how television programs, news coverage, and political advertisements can sway the views of viewers and potentially influence their voting behavior. One of the key aspects to be considered is the power of visual communication on television. Visual elements such as body language, facial expressions, and setting can significantly impact how a political message is perceived by the audience. Understanding the visual cues used in televised political communication can provide insight into how politicians and political parties craft their messages to appeal to viewers. Another important factor to be investigated is the role of television news in political persuasion. News programs have the ability to shape public opinion by framing political events and issues in a certain light. Bias in news coverage, whether real or perceived, can influence viewers' perceptions of political candidates and parties. By analyzing the content and framing of television news, this study will seek to uncover how news media can sway public opinion. Furthermore, the research will delve into the impact of political advertisements on television. Political ads are a common tool used by candidates and parties to persuade voters and promote their agendas. The effectiveness of these advertisements in influencing public opinion will be examined, along with the various strategies and tactics employed in televised political advertising. The study will also explore the role of television debates in political persuasion. Debates provide a platform for candidates to present their views and engage in direct confrontation with opponents. The performance of candidates in televised debates can have a significant impact on how viewers perceive their credibility, competence, and leadership qualities. By analyzing the dynamics of televised debates, this research aims to uncover how these events can influence voter preferences. In conclusion, this research project will contribute to a deeper understanding of the role of television in political persuasion. By examining the visual, news, advertising, and debate aspects of televised political communication, this study seeks to shed light on how television influences public opinion and shapes political behavior.

Thesis Overview

INTRODUCTION

Mass communication is defined as message directed towards a large group people using a mass medium. It involves disseminating information to a large and widely dispersed audience mass communication is made possible through the help of mass media. That is to say mass media makes mass communication a reality mass media include television, radio newspaper magazines etc.

Researchers in mass communication were interested in knowing how specific massage; channels and sources could produce changes in attitude of behaviours. This was the natural outgrowth of the way mass communication research have developed from the 1920s fueled by public fear of the media, along with anxious politicians, eager advertiser, crusading social engineers and others watching to see the massive reach of the media; “to get their message across” quickly and efficiently. Government, military and corporate funding sources played an important role in the decision of those working within the field to take the direction. The goal was to determine what kind of persuasive message could be used most effectively in mobilizations of various kind political, advertising, public health, economic, educational, military and so on.

Recent changes to the technologies of both the print and electronic media, and in particular the medium of television have already begun to fragment media audience and transform the relationship between media and the nation (masses)

Therefore the utilization of the media in mobilization and persuasion is very crucial because the broadcast media, particularly the television has become the major sources of information dissemination over the years, and also the major means and most effective tools for political persuasion in Nigeria.

The ability of television to mobilize and persuade the people to behave in a given manner and to perform certain actions has merit an effective tool for political persuasion because it can send sound and picture simultaneously to a large and widely disposal audience, and it is captivating and dramatic in nature. Television appeals to the sense of sight and sound; it is comprehensive technique and the combination of audio and visual colours and motion. It has the ability to capture the interest of most viewers. That is why government and other private bodies give much attention to it. The media (television) serves as an intermediary between the government and the people because it assists the government in getting its plans and policies across to the people and the people in return gets their response, feeling and plight back to the government.

After many years of military rule in Nigeria, democracy became a much needed endeavour and television serves as a major tools through which the people were fully information education, enlightened, mobilized and persuaded to activity participate in the decision making in the country during transition period.

Television and NTA Kaduna to a large extend help in making the people in Nigeria to get all the political awareness, and it mobilize the people to both contest election and be voted for, or to vote for a candidate of their choice as an electorate. The importance of television in order to ensure a successful transition in Nigeria cannot be under estimated. Television really plays a key role in political persuasion in Nigeria.