Comparative Assessment of Conventional and Digital Media Influence on Nigerian Voters’ Behaviour During the 2023 Presidential Election in South Western Nigeria

Abstract

Mass media paly important role in a democracy as viable sources of information dissemination. But the perceived shift in media influence on political communication from the conventional media to the digital media calls for intellectual inquiry to ascertain whether the proliferation of digital media platforms (X, Facebook and WhatsApp etc.) and subsequent use for political engagements has challenged and altered the dominant influence of conventional platforms (radio, television and newspaper) on electoral behaviour This study interrogates which of the two forms of media- conventional or digital exerts a higher influence on voters’ behaviour in the 2023 presidential election in Nigeria. The study adopted mixed methods: survey and in-depth interview with 397 respondents and 14 interviewees drawn from six local government areas of Lagos and Oyo states. Findings show that media have minimal but joint significant influence on the voters’ behaviour, but conventional media platforms emerged to have influenced the behaviour exhibited by voters during the 2023 Presidential Election better than digital media. Radio particularly emerged as the most effective. The study recommended strong intuitional frameworks to strengthen digital media against abuse. It also advocates that conventional media organizations should further fortify its gate keeping procedure against reputational damage.