i
DEPARTMENT OF MARKETING
AN EVALUATE STUDY OF THE INFORMATION, EDUCATION
AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN
POLITICAL MARKETING
Digitally Signed by: Content manager’s Name
DN : CN = Webmaster’s name
O = University of Nigeria, Nsukka
OU = Innovation Centre
Ugwoke Oluchi C.
ALUMONA ANTHONY
PG/M.Sc/00/30997
FACULTY OF BUSINESS ADMINISTRATION
ii
AN EVALUATE STUDY OF THE INFORMATION, EDUCATION
AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN POLITICAL
MARKETING
BY
ALUMONA ANTHONY
PG/M.Sc/00/30997
PUBLIC RELATIONS PROGRAMME
DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA
ENUGU CAMPUS
MAY, 2006
iii
AN EVALUATE STUDY OF THE INFORMATION, EDUCATION
AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN POLITICAL
MARKETING
BY
ALUMONA ANTHONY
PG/M.Sc/00/30997
A RESEARCH PROJECT SUBMITTED IN PARTIAL
FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTER OF SCIENCE DEGREE IN PUBLIC RELATIONS (MSC)
PUBLIC RELATIONS PROGRAMME
DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA
ENUGU CAMPUS
SUPERVISOR: PROFESSOR IKECHUKWU NWOSU E.
MAY, 2006
iv
APPROVAL PAGE
This Research Topic: An Evaluative Study of the Information, Education
and Communication (IEC) strategies employed by selected Nigerian
Politicians. A Study in Political Marketing was approved for Alumona
Anthony with the Registration Number PG/M.Sc/00/30997.
________________
Alumona Anthony
PG/M.Sc/00/30997
v
CERTIFICATION
I certify that Alumona, Anthony, a Postgraduate Student in the Department
of Marketing with Registration Number PG/M.Sc/00/30997 completed this
research work for the award of Master of Science Degree in Public Relations
(M.Sc) under my guidance and supervision. To the best of my knowledge,
this work is original.
This project is hereby approved and accepted by the Department of
Marketing, University of Nigeria, Enugu Campus.
----------------------- -----------------------------------
Prof. I.E. Nwosu Dr. (Mrs.) G.E. Ugwuonah
(Supervisor) (Head of Department)
----------------------- ----------------------------------
Date Date
vi
DEDICATION
To the eternal memory and glory of Our Lord Jesus Christ for His love,
pains and indelible blood shaded on the cross for us all on mount Calvary.
My beloved mama lady Maria Nwabuaku Alumona for her incomparable
and immortal love and care never to be found again.
vii
ACKNOWLEDGMENTS
A research of this nature necessitated my getting in contact with a number of
persons. Through the assistance and guidance of these people the work was
completed.
My thank goes to Professor Ikechukwu Nwosu, (My Supervisor) for his
painstakingly guiding me through this work.
Prof, I quite acknowledge your Professorial touch and guidance. Also
remembered my Lecturers in the Department of Marketing, namely: Mr.
Ehikwe, Mogoluwa, S. C. and Professor Nnolim B. A. My special regard
goes to Prince Achor for providing me with necessary materials, and for his
mentorship throughout the duration of the research project.
My special thanks go to Professor (Mrs.) Akachi Ezigbo, and Dr. (Rev.)
Sign Fireman, my wife and children, parents and to all my friends in the
M.Sc Public Relations class in 2002 session.
viii
TABLE OF CONTENTS
Pages
Title Page i
Approval Page ii
Certification iii
Dedication iv
Acknowledgments v
Abstract vi
Table of Contents vii
List of Tables ix
CHAPTER ONE: INTRODUCTION
1.1 Background of the Study 1
1.2 Statement of the Problem 4
1.3 Objectives of the Study 5
1.4 Research Questions 6
1.5 Research Hypotheses 7
1.6 Significance of the Study 8
1.7 Definition of Operational Terms 9
References
CHAPTER TWO: REVIEW OF RELATED LITERATURE
2.1 The Nigerian Political Landscape: The Southeast Terrain 13
2.2 Explaining Communication and Information 19
2.3 The Communication Process and Political Marketing 22
2.4 Information, Education and Communication (IEC) Campaign
Strategy: A Contextual & Conceptual Analysis 27
ix
2.5 The ‘P’ Process of Communication: A Focus on The
Use of IEC Strategies 32
2.6 Communication Models/Theories in Political Marketing 38
2.7 Marketing and Politics 46
2.8 Political Marketing: An Overview 48
2.9 Types/Forms of Integrated Information Education and
Communication Strategies Employed by Nigerian Politicians 52
2.10 Persuasion in Political Marketing Communication 62
2.11 Summary of Reviewed Literature 64
References 67
CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY
3.1 Research Design 72
3.2 Population of the Study 72
3.3 Area of Study 73
3.4 Scope of Study 73
3.5 Sampling and Sampling Technique 73
3.6 Sample Size Determination 74
3.7 Procedure for Data Collection 75
3.8 Method of Data Analysis 76
References 78
CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS
4.1 Introduction 79
4.2 Analysis of Questionnaire Distribution 79
4.3 Analysis of Descriptive Data 83
4.4 Test of Hypotheses 95
x
CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATION
5.1 Summary of Findings 103
5.2 Conclusion 105
5.3 Recommendation 106
Bibliography 113
Appendix 117
xi
ABSTRACT
The study which anchored on political marketing x-rayed various IEC
strategies which Nigerian politicians use in promoting or marketing
themselves and/or achieving their political interest. In Political Marketing,
Social Marketing, publicity and public enlightenment campaign, the IEC
strategy is understood as three salient parts making a whole. Each of these
parts must be properly or systematically planned before the three are
integrated to achieve any publicity public enlightenment and other campaign
objectives. The IEC strategy sees information dissemination to the targets
audience or market (Voters) as very important but it teaches also that we
must go beyond information or awareness creation to the education stage
which involves more vigorous explanation, instruction (e.g. how to get the
best performance from a political leader) directions and other cognitive
guides that will help the target audience to have better understanding of a
politician or deeper knowledge about a politician or person being publicized
promoted or marketed. The main problem the study focuses on is how
Nigerian politicians use IEC strategies in marketing themselves, obtaining
their elections goals and securing the approval of voters and the citizenry.
Research objectives were framed to reflect this problem and others. Both
primary and secondary sources of data were used. Survey research was used
in obtaining relevant information from the respondents which include
educated voters residing in the Southeast States of Nigeria and citizens of
the Southeast residing elsewhere in Nigeria. A total of 370 respondents were
sampled while descriptive statistics was used in the analysis and presentation
of data. Based on the analysis of data it was found that the content of the
various 1EC strategies used by Southeast Governor/politicians in marketing
themselves to their target audience are ethical and persuasive. Again, the
1EC strategies used among the Southeast Governors/politicians strengthened
the opinion and belief of the recipients about them or their target
government to a more positive position. Speeches, new stories and posters
are among the IEC materials Nigerian politicians use much more in reaching
out to the people or their supporters. Conclusion and recommendations were
made based on the preceding-findings.
xii
LIST OF TABLES
Pages
Table 4.1: Questionnaires Response Rate 80
Table 4.2: Distribution of Respondents by Sex 81
Table 4.3: Distribution of Respondents by Educational
Qualifications 82
Table 4.3.1: Identification of Communication Media used by the
Southeast Governors in reaching out to the masses 83
Table 4.3.2: Whether Masses content of those media are
Ethical and persuasive 84
Table 4.3.3: Influence on behaviour, attitudes and beliefs of the
respondents 85
Table 4.3.4: IEC masses not factual and Rooted in falsehood 86
Table 4.3.5: Whether former Governor Chimaroke used much more
IEC packages than other former Governors 87
Table 4.3.6: Speeches, News and Posters are used much more by
Nigerian Politicians 88
Table 4.3.7: Other Political Communication Strategies used
by Politicians 90
Table 4.3.8: Rating of Political Communication Strategies 92
Table 4.3.9: Casting of Vote during 1999-2003 Gubernatorial
Elections due to messages of IEC media 93
Table 4.3.10:Traditional media used by South East Politicians in
Political Mobilization in the Rural Areas 94
Table 4.4.1: Contingency/Test Table for Hypothesis One 96
Table 4.4.2: Contingency/Test Table for Hypothesis Two 98
Table 4.4.3: Test-Table for Hypothesis Three 99
Table 4.4.4: Test-Table for Hypothesis Four 101
1
CHPATER ONE
INTRODUCTION
1.1 Background of the Study
All politics is about marketing. Political campaign, which is an
organized effort to secure nomination and election candidates for
government offices can be better carried out by political parties if marketing
strategies are employed. In Nigeria, the most important political campaigns
are those of president and Vice-president. Even within the state politics,
Political campaign for the nomination and election of candidates for the
offices of governor and deputy governor is also important.
In each political party, such nominations are made at a national and
state conventions preceding the presidential and gubernatorial elections.
After a candidate clinches a ticket to run for either the presidency or
governorship under a particular political platform (party), both the candidate
and his political party have to secure the approval of their candidacy from
the electorate.
Against this background, politicians political parties and candidates
employ various communication platforms and strategies, which are aimed at
marketing their personalities or selling themselves to the electorate. At the
wake of the political transition programme in 1999 and to date, politicians
2
used and are still using communication platforms to solicit for support
(Achor, 2002:44). Most of those persuasive communication blueprints and
action plans which they employ are designed to project or market a desirable
image of a subject/government. They are also aimed at mobilizing support
for their party, office and most importantly instilling confidence among the
citizenry.
Given the new marketing concept and the concept of the new
economy, political marketing communication becomes part of the arrow of
strategies for selling politicians and marketing politics. According to Prince
Achor (2002:1) the new strategy now involves communicating need
satisfying attributes of politicians and their parties through advertising, pubic
relations publicity and other forms of persuasive communication all these
ace part and parcel of political marketing communication strategies.
“Political communications strategies are defined as those
communication platforms, or arrow heads that are deliberately planned and
continuously used by the elected leaders, candidates and political parties to
win support secure the approval of voters on policies and government/party
programmes.” (Ibid). The political communication strategies or integrated
political marketing communications include public relations. Publicity,
3
political advertising, events marketing, rallies information Education
communication strategies (IEC) etc.
It is evident that Nigerian politicians use all these political
communications strategies but in this study we are no concerned with all of
them rather we are concerned with the information, education and
communication (IEC) strategies.
In political marketing, social marketing, publicity and public
enlightenment campaign, the IEC strategy should be understood as three
salient parts making a whole. And according to Nwosu (2001:233) each of
these three parts must be properly or systematically planned before the three
are integrated to achieve any publicity public enlightening and other
campaign objectives. The JEC strategy sees information dissemination to the
targets audience or market (voters) as very important. But, it teaches also
that we must go beyond information or awareness creation to the education
stage which involves more rigorous explanation, instruction (e.g. how to get
the best performance from a political leader) directions and other cognitive
guides that will help the target audience to have better understanding of a
politician or deeper knowledge about a politician or person being publicized
promoted or marketed.
4
Communication stage being the last stage in IEC strategy reminds us
and stresses that information transmission and education are not equal to
communication. Communication only takes place when we get feedback’s or
responses From the target audience members of the market (voters). The
elements of IEC strategy include news articles, features, speeches, reports,
banners, backgrounders etc.
Hence, how do Nigerian politicians use these IEC strategies in
marketing themselves, obtaining their election goals and securing the
approval of voters and the citizenry These questions necessitate the research
topic, “An evaluative study of the use of information education and
communication (lEG) strategies employed by selected Nigerian politicians”.
The five erstwhile southeast governors are selected among other governors
as the politicians for our study.
1.2 Statement of Problem
Communication, be it on politics or any other issues, is of little relevance
without first making information a reference point. That is to say, a
communication must have some information, the facts, knowledge, signs,
signal etc, to convey or communicate to another person.
5
Given the kind and attitude of Nigerian politicians especially the south
eastern ones, can we confidently say that some of the IEC strategies they use
in selling or promoting themselves are ethical and sound? The use of
persuasive political communication by politicians is to disseminate
appropriate information capable of creating awareness, aimed at either
changing or strengthening opinions, attitudes, beliefs or values of the
recipient to a more positive outcome. Information education communication
forms must be statistically tested and prove so as to produce the desired
effect or else it would be rightly understood as mere empty rhetoric or
negative propaganda (Achor, 2002:4).
1.3 Objectives of the Study
The following are the objectives of the study:
(i) To determine whether the politicians chosen for this study adopt
ethical and persuasive IEC strategies in marketing themselves to
their targets audience (political constituencies).
(ii) To find out whether the IEC strategies strengthened the opinions
and beliefs of the recipients (subjects) about the politicians or their
governments to a more positive outcome.
6
(iii) To find out which governor or politician among the selected ones
for the study uses IEC materials most to launch himself in the
political market/arena.
(iv) To determine among other things, three IEC materials that are been
used much more by the politicians in reaching out to the people.
(v) And to finally make appropriate recommendations based on the
finding of the study.
1.4 Research Questions
Some of the questions the study attempted to find answers to include the
following:
1) To what extent do Nigerian Politicians use ethical and persuasive IEC
strategies to market themselves to their target (audience) market?
2) Have the IEC strategies strengthened the opinions and beliefs of the
recipients concerning the politicians or their government to a more
positive position?
3) Which governor or politician among the selected for this study use
JEC materials much more to launch himself in the political
market/arena?
4) What are the three IEC materials being used much more by Nigerian
politicians in reaching out to the people?
7
1.5 Research Hypotheses
In the light of the research problems and objectives, the following
hypotheses are formulated.
(1) HO: The content of the various 1EC strategies used by Southeast
Governors/politicians in marketing themselves to their target audience
are not ethical and persuasive.
Hi: The content of the various TEC strategies used by Southeast
Governors/politicians in marketing themselves to their target audience
are ethical and persuasive.
(2) Ho: The information, education and communication (IEC) strategies
used among the Southeast Governors/politicians have not
strengthened the opinion and beliefs of the recipients about them or
their government to a more positive position.
Hi: The information, education and communication (IEC) strategies
used among the Southeast governors/politicians have strengthened the
opinions and beliefs of the recipients about them or their government
to a more positive position.
(3) Ho: The Governor of Enugu State in a bid to launch himself to
political limelight (arena) not uses IEC materials much more than the
other Governors of Southeast states.
8
Hi: The Governor of Enugu State in a bid to launch himself to
political limelight (arena) use IEC materials much more than
governors of other southeast states.
(4) Ho: Speeches, news and posters are not IEC materials Nigerian
politicians use much more in reaching out to people or their
supporters and party faithful.
Hi: Speeches, news and posters are IEC materials Nigerian politicians
use much more in reaching out to the people or their supporters and
faithful.
1.6 Significance of the Study
The study is significant, as it will benefit politicians, parties and their
candidates, and government at different levels in the following ways:
i) Through the findings of the study, Nigerian politicians may be able to
determine better ways of using IEC materials in marketing themselves
the more to their target audience.
ii) The study will arm different political parties and their candidate with
better options in the use IEC strategies for mobilizing support and
changing the attitude of the voters.
9
iii) Government at different levels will find the findings of the research
useful because it will help them make appropriate use of various IEC
materials to canvas for support for their policies and programmes.
1 .7 Definition of Operational Terms
In course of this study, some terms have been used which require operational
or working definition to suit the purpose and enhance the understanding of
the study. These terms are explained below as follows:-
Communication: Process whereby individuals share meaning and establish
a commonness of thought (Nwosu, 2001).
Political Campaign Marketing: Is a social and managerial process by
which candidates and parties obtain their election goals though creating
offering and securing approval of ideas of value with the voter (Achor,
2002).
Party Politics: Politics is about power or struggle for it. It is about policy.
Policy is a matter of desire for change or the desire to protect something
against change. Politics is expressed through political parties which are
created to achieve the goals of society.
10
Persuasion: Involves a personal process with the aim of changing a person’s
attitude or behaviour with respect to some object. In political marketing, it is
the development in a 1e1s011 of a desire to accept a political candidate,
political party or its programmes and policies in order to acquire or achieve
the perceive benefits.
Encoding Variability hypothesis: A hypothesis contending that people’s
memories for information are enhanced when multiple pathways, or
connections are created between the object to be remembered and the
information about the object that is to be remembered.
Internalization: The source attribute of credibility influences message
receivers via a process of internalization, that is, receivers perceives a source
to be credible and therefore accept the source’s position or attitudes as their
own. Internalized attitudes tend to be maintained even when the message is
for gotten aiid even when the source switches to a new position.
Marketing: Process whereby businesses and other organizations facilitates
exchanges, or transfers of value, between themselves and their customers
and clients. Marketing Communication: The collection of all elements in an
organization’s marketing mix that facilitates exchanges by establishing
shared meaning with the organization’s customers or clients. (Kotler, 1991)
11
REFERENCES
Achor, Prince N. (2002), “An Assessment of Persuasive Political
Communication Strategies used by Oiji Uzo Kalu-led Administration
in Building Support in Abia State: A study in Political Marketing”
being an Unpublished MBA Marketing Project UNEC.
Kotler, Philip (1991), Marketing Management, Analysis, Planning
Implementation and Control, Cliffs New Jersey: Prentice Hall Inc.
Nwosu, Ikechukwu E. (2001) Marketing Communications Management and
Media, Lagos: Dominican Published Ltd.
12
CHAPTER TWO
REVIEW OF RELATED LITERATURE
2.1 The Nigerian Political Landscape: The Southeast Terrain
To be precise, the history of party formation in Nigeria dates back to
1923, corning at the heels of the 1921 Richards constitutional reform,
provision/declaration of elective principle. The nationalist leaders then (who
later became politicians) saw this development as a healthy one for the
emancipation of Africans and indeed Nigerians from e clutches and bondage
of colonialism. They (nationaists continued in their unrelentless effort for the
independence of the then regions of Nigeria.
Between the periods of 1922 to 1960, there were quite a handful of
political which later metamorphose into full pledge political parties. Though
before those periods, there existed loosely structured and mainly urban-
centered organizations that were unsteadily agitating for independence.
These association had their membership predominated by few elites such as
lawyers and doctors. The likes of late Herbert Macaulay, late Dr. Nnamdi
Azikiwe, the late great Awo, and the rest were the first generation politicians
Nigeria had and they helped in making the independence of Nigeria a reality.
Unfortunately, what the Nigerian populace expected from some of our
politician were far from reality. Before independence, Nigerian politicians
13
had made extravagant promises to the people. Every village thought that
after independence, it could have its own piped water, electricity, a school, a
dispensary and a post office. According to Ijiomah (2001:50) each individual
thought that he would be able to a job. In fact, the country’s income was no
bigger after independence that it had been before and it was impossible to
meet peoples demand. Today, Nigerian political landscape is characterized
by what many call the “Nigerian factor”. The Nigerian factor comprises
major characteristics that are peculiar to Nigerian society which work to
keep the nation at a retrogressive phase of development.
These anti-developments, cankerworm (the Nigerian factor)
constitutes the entire vicious cycle of the Nigerian economy, the elements of
which include bribery and corruption, squandermania, tribalism and
nepotism, the “connection” factor, lack of commitment of duty, greed and
avarice, lack of sufficient patriotism, misappropriation of public funds, low
public morality, advanced free fraud (419 . drug abuse, etc (Ijiomah: 1998)
where:
The “Nigerian factor is a circular flow of the vices that characterize
Nigerian society. They collectively impede the nation’s economic
advancement because one vice leads to another thereby giving the general
14
atmosphere of corruption in Nigeria, with implications for inadequate
provision of social services and starvation among the citizenry.
It is true that, the Nigerian factor has characterized political terrain
since independence. That does not suggest that or Politicians arc write-offs.
They did make and are still making sonic positive achievements.
Unfortunately, the achievements recorded are not enough. There are stir
persistent problem with our body polity. There are election malpractices and
public reactions against them are not addressed. Moral decays especially
bribery and corruption is common even among the ordinary citizens. (Achor
22008).
Abuja new capital territory gave govern n en functionaries and
legislators the opportunity to inflate cot and amass illegal wealth. With this
illegal wealth the privilege few bought themselves private jets and houses in
various overseas countries married many wives and displayed affluence
recklessly to the annoyance of the poor starving masses (The Guardian
Newspaper, October 2, 2003).
There is galloping inflation and the common man is finding it
increasingly difficult to provide his needs, The oil boom and the presence of
the large oil revenue and the urge to acquire a political glory made the
federal government bring nearer the scheduled period of movement of
15
ministries from Lagos to Abuja from 15 years time to four years, this
decision led to the indiscriminate award of contracts for projects most of
which were not completed before the treasury became empty. Members of
the legislative houses have set bad record of how public funds should be
used. They voted themselves fantastic salaries and fringe benefits or
allowances, which l1elre considerably to drain the treasury. In addition to
the salaries and allowances; the legislators seized upon little opportunities
which they created in order to embark on tours of various American and
European cities where large amounts of the country’s revenue are spent in
transport, board, accommodation and allowances including estacode.
Poor planning of the economy has given use to large-scale
unemployment including that of university graduates. The squandermania on
the part of the government has led to so many appropriations of
supplementary budgets in the recent times. In sum, there is a general outcry
by the Nigerian public.
Some political and social commentators have also faulted the new
democracy in Nigeria. Nigerians are still celebrating or basking in their
hard-fought and hard-won new democracy (May 29, 1999-present). On the
surface there does not seem to be anything wrong with celebrating such a
major achievement or break through. Deep down, however, some of us are
16
beginning to see lots of disservices done to this country by the present crop
of politicians. Nwosu (2000:20) shared the above opinion of the author as lie
comments that “ever concerned Nigerian should be aware that all is not well
at all with the country now. Innumerable problems which ha e the capacity
of destroying the Nigerian nation have infected the Nigerian body politic”.
Among these problems are the incessant wars between the executive and
legislative aims of governments that made Ray Ekpu (Newswatch 2000:6) to
warn that: “both the legislature and the executive must realized that
government is a partnership and not a contest for power or independence”.
The Niger-Delta imbroglio is far from over, so also are the debilitating
State controversy, the inter-ethnic and inter-communal clashes. Furthermore,
security for the ordinary Nigerian citizen is now at its lowest ebb. Workers
hardly get their salaries as and when due these days-if they get them at all,
so many workers strikes occur. The utilities like electricity and water
supplies are now epileptic-where and when they are there at all Nwosu, bid).
Corruption is now at its highest level, infact, Nigeria Is now reported
to be number two in the list of most corrupt nations of the world released
recently, despite the anti- corruption crusade being preached by the present
Obasanjo-led government. Poverty among Nigerians is also now
extraordinary high despite the federal government poverty alleviation effort
17
or eradication efforts. We can go and on with the never-ending catalogue of
Nigeria’s problems which seem to have become worse within the present
democratic setting But we will not because that is not the electorate to the
various information, education and communication (IEC) strategies
employed by Nigerian politicians in selling themselves to electorate, canvass
support and seek and secure their votes during elections.
The political terrain in the southeast Nigeria is replete with the general
ills that characterized the national political landscape. Though there are
some specific occurrences that have left so many Nigerians gasping in
breath. Recently, the Anambra State governor was abducted in broad
daylight and today those behind this anti-democratic ill have not been
apprehended and prosecuted. From that melodrama, we have come to
understand that we are yet to see more of democracy in Nigeria. The much
talked about dividend of democracy in the southeast is yet be evenly
distributed. The deplorable nature of roads in the southeast leaves many with
the question: Is southeast part of the Nigeria state?
Given these scenarios, do citizens of the southeast Nigeria believe in
various information, education and communication strategies our governors,
politicians use in marketing themselves to us? These questions we must
answer in the course of this study, but for now, we are going to explain
18
communication education and perhaps their explanation will help to set the
stage for further discussions and hence take the reader into a practical
intellectual expedition on the IEC concept.
2.2 Explaining Communication and Information
Communication has been defined, explained, applied, analyzed or
studied in many ways. We are mainly interested in this research project in
those explanations that relate to human and social communication, we are
interested also mainly in understanding communication as an exchange
process.
Several communication scholars have tried to define communication
form several perspective (Dance 1979, Lasswell, 1948). Verdeber (1984:2)
sees it as a “dynamic, ongoing, transaction process of understanding and
sharing meaning”. It is dynamic because it is the elements occur
simultaneously and the people communicating are interdependent and finally
there is a process of understanding and sharing of ideas and feelings between
people (Umechukwu, 2002:4).
In the context of our discussion, the most widely accepted definition
of communication is that it is the sharing or exchange of ideas, meanings
arid experiences-a matter of interaction, a two way process in which the
participant; constantly exchange positions as sender and receiver, not a one-
19
way process in which one person is sender all the time and the other or
others is or are at the receiving end all the time (Flolarin, 1998:1). Another
definitions that suits appropriately in the context of political marketing is the
one given by David (1991:4); he explains communication thus:
The conveyance of ideas, attitudes, benefits and
personalities which involves sending of symbols, (i.e.
signs) from one person to another through verbal and
non-verbal means (i.e. through words, gestures and so
on) for the purpose of recalling memories, sharing
meaning and creating images (i.e. impressions) in the
minds of the participants, as well as getting work done
(in all organizations).
Given these definitions, we make bold to that communication
therefore, is less a process of information, ideas and opinions exchange
within, between or among individuals, groups, organizations or nations
(usually) made up of human beings) in a social or societal context (Nwosu,
2001:17).
Having explained communication, let us briefly explain information
especially as it relates to our discussion. Information is the message, idea or
facts that are being transmitted through a medium to the recipient(s) of a
communication. Communication, be it on political marketing or any other
20
issues, is of little relevance without first making information as its reference
point. That is to say, a communication must have, some information, the
facts, knowledge, signs, signal etc to convey or communicate to another
person. In the word of Professor Ralph Akinfeleye of the Department of
Mass Communication of the University of Lagos, communication is the
process of the ‘who’ said ‘what’ to ‘who’ in ‘which’ channel and with what
effect. He further stresses that the feedback represents, the scale of
measurement to judge how well information as is the case of political issues
or marketing/development issues, has been received positively or negatively
by those when we want to influence or change/modify their attitudes towards
new development ideas, innovations, etc.
Raw Facts as they exist will achieve little or nothing without the
communicator processing the information. Information should be seen as a
catalyst by the communicator. ‘Without information there cannot be
communication.
2.3 The Communication Process and Political Marketing
Already somewhere in the preceeding sub-head, we did establish that
communication can be defined as a process among other perspectives. So,
we are going to explain the communication process, before we tie our
discussion with information, education and communication strategies as
21
used by Nigerian politicians in marketing themselves to the members of their
constituencies.
To communicate is to make known, to project ideas into the minds of
others. The process depends on four elements: sender, a message, a medium
and a receiver. If all these elements are operating, there will be
communication. If any one fails, there will be no communication. In
marketing politics or political marketing, the persuader’s (politician purpose
is to persuade, communicate ideas that can influence a particular group’s
opinion especially those whose already held opinion, belief can help or
hinder the political communicator/persuader in attaining his political
objectives (Achor, 2002:34).
Source: Adopted from PR Smith’s marketing communication (2000:p. 73)
Sender Message
Medium Receive
Feedback
22
In describing the process of communication, it is normal to list the
elements as sender, message, medium and receiver (see diagram 2.2 above),
but it may be better to think of the process in reverse order whom to reach
them, what to say, and on whose behalf (Duffy Margaret, 1991:31).
The receiver is the target audience, the people you must reach (or the
electorate). Note &Wilcox (1994:35) advised political communicators or
political marketers, elected leaders (politicians) to learn about the
characteristics and attitude of their projected receivers if they are to
communicate effectively and persuasively. They noted that, “such factors
like educational level, economic status, occupation, place residence,
religious affiliation, national/ethnic origin, social class and political
affiliation affect how a target audience receives and perceives their
message”.
The media are the physical channels that carry the message to the
receiver. They may include newspaper, magazines, radio, television, letters,
speeches, audio-visual, pictures, newsletter, leaflets, brochures, the
telephone and internet.
According to Achor (2001:54) experts in marketing communication
like (Nwosu, 1996, Frank Jefkins, 1985) advise the political marketing
communicator or adviser to research and determine which medium or
23
combination of media will be most effective in reaching the target audience.
Planning the message starts with a determination of just what ideas the
politicians, the political communicator, governor, adviser wants his receiver
to have: what he wants them to think, to believe, to do. Contributing on the
topic David (1992:5) said that, “Governors or those in engaged in political
marketing communication must acquire a solid knowledge of what their
audience knows and believes”. In his own opinion, this author believes that
if you want to affect attitudes and opinion you must find out about those that
already exist. This calls for research possibly surveys.
In their own submission, Denis & Lawrence
(1994:36) suggested this to the politicians, political
marketing communicators or political leaders. Your
message must be applicable, realistic and
convincing. It must be expressed clearly and
understandably in familiar words and phrases.
Above all, you must convince the receiver that the
idea you are presenting or marketing/selling can be
beneficial to them.
The sender is the communicator, the political leader, politicians, adviser or
the political marketer cum communicator. He must understand the audience
or know them so that the messages he prepares will be not only effective but
also representative of the government or the political party. Public relations
24
expert, Prince Achor (2002) said that those in public officers or political
leaders and practitioners of political marketing communications should be
careful and must be very sure that whatever they send out is truth, the whole
truth and nothing but the truth. He further added that, “giving the unfolding
scenario that characterized Nigerian political terrain’s, his advice above is
not heeded, rather our political leaders and their supporters use falsehood
and negative propaganda. A message may move from the sender through the
media to the receiver without necessary conveying ideas and getting them
accepted. Yet ideas do get accepted and there are several theories about how
this is done. Communication theories, as they relate to our subject of
discussion shall be discussed as we proceed in this research project. But we
still offer explanation on the simple communication model in page. The
basic model assumes that the sender is active, the receiver is inactive or
passive and the message is necessary what is sent (Smith 200:73).
An understanding of the target receiver or audience helps to identify
what is important to the audience and how symbols, sign and language are
interpreted.
25
Information, Education and Communication (IEC) Campaign Strategy:
A Contextual and Conceptual Analysis
At this juncture, there is no need to give separate definitions of
information or communication since we have in the early beginnings of the
chapter offered detail explanation on the concept of communication and
information. But, here we are going to explain the acronym IEC.
Information, Education and Communication (JEC) campaign strategy which
has becomes very important and popular in recent ‘ears, especially in social
marketing, development, innovation, public health, social mobilization can
and have also be successful used in many political marketing campaign or
contexts (Nwosu, 2001 :233).
It distinguishes three salient parts in publicity or public enlightenment
campaigns (information, education and communication) and insists that each
of these three parts must be properly or systematically planned before the
three are carefully integrated to achieve our publicity public enlightenment
campaign objectives. The IEC campaign strategy sees information
dissemination to the targets audience or market, which is aimed at creation,
in which the mass media are mostly important. But it teaches also that we (or
the politicians or the political marketing communicator) must go beyond
information or awareness creation to the education stage, which involves
26
more rigorous explanations or instructions. For example how to get to know
a political candidate or politician better, using all types of cognitive and
dyadic guides that will help the target audience to have deeper knowledge of
whatever is being publized, promoted or marketed by the politician or the
political communicator.
The last stage or part in a typical IEC campaign is the al. important
communication stage. This stage in the words of Nwosu (Ibid) reminds us
and stresses that information transmission and education are not equal to
communication. Communication only takes place when we get feedbacks or
responses from the target audience members or the market. Many campaigns
have failed because of the neglect or poor handing of this communication
element, which ensnare feedbacks, necessary adjustment and greater
effectiveness.
The ICE strategy also emphasizes proper research, monitoring and
evaluation at various stages during the campaign. Even more importantly, it
places great importance on clear, careful and effective preparation of “1EC
PACKAGES” OR “IEC JITS” which contains or embodies the messages we
want to transmit or convey in the IEC campaign. These can come in form of
news, articles, features, speeches, reports, posters, banners, backgrounders,
27
leaflets and many other forms (Nwosu, 1996). These communication
platforms can be referred to as IEC strategies or tools.
There are many approaches to planning and implementing a typical
IEC campaign. Based on all these arid on our experience, we offer below a
six-phase approach or model which we can employ in variously modified
forms in organizing and implementing IEC campaign in developing
countries. This six-phase model or approach is explained below. (Nwosu
2001):
1) PHASE ONE: This is the research, analysis and planning during
which all data and information relevant to the IEC campaign are
collected analyzed and used in coming up with an action plan for the
campaign, including the setting of clear measurable, realistic and
flexible objectives. Here, we should do such things as reviewing and
analyzing potential and present audience or markets, assess existing
publicity, public enlightenment and other relevant corporate policies
and programmes, review and analyzed available communication
resources (communication audit) and analyze other relevant resources
such as human resources and funds. Based on all these, political
marketing communicators politicians should his/her objectives draw
28
up a clear action plan. Hence, this is done after he might have carried
out thorough audience/market analysis.
2) PHASE TWO: At the phase, we come up with pungent and effective
and designs for the various IEC packages or messages we shall use in
the IEC campaign (messages development). We also draw up our
media plan for mi. for the campaign, including interpersonal and
group media forms that will reinforce or complement the mass media.
The multi-media approach is therefore, recommended here.
3) PHASE THREE: At this third stage, we produce (print or audio-
visual messages production) our IEC packages pre-test them on a
sample of time audience or the market, re-test existing IEC campaign
packages and make all necessary adjustments on these materials.
4) PHASE FOUR: At this stage we implement the action plan we drew
up in stage one, monitor and evaluate their impacts on the market or
audience members.
5) PHASE FIVE: Here we do final overall impact analysis and
evaluation of the entire IEC campaign effort and use the data
generated to plan for future IEC campaign efforts.
29
6) PHASE SIX: In this final phase, we make necessary adjustment to
the changes we observed on audience or market needs and wants and
plans in place to ensure the continuity of the IEC campaign.
t behooves on the politicians or his political marketing communicator
to know when and how to use a particular IEC arrowhead for achieving
some set objectives. Having said this, we will now discuss the ‘p’ process of
communication and see how IEC planners can borrow a leaf from it in
exceeding effective IEC political publicity campaign.
2.5 The ‘P’ Process of Communication: A Focus on the Use of IEC
Strategies
Research has revealed that, the higher the quality of processing of
information, the greater the chance of succeeding and the lower the quality,
the greater the possibility of misconception, chaos and ultimate failure of the
communication process (Chris 1999:41). However, for any communication
strategy to be effective for mobilizing of the populace on any issue including
political issue, it must be conceptualized, designed and developed within the
social milieu of the community (Yolah: 1996: 28).
30
The role of the communicator, therefore, is not only to process facts,
but also to ensure an effective and efficient communication strategy with a
relevance to the society in which your audience exist, while at the same
time, you have an understanding of your target audience failure to convey
meanings lead to breakdown in communication. The ‘p’ process developed
by the John Hopkins University, Centre for communication programme is
perhaps one of the best example of a communication strategy with the
people as its fulcrum. The ‘p’ process model has similar components with
that of IEC six-phase campaign model. The p process model component
includes:
1) Analysis
2) Design
3) Development, Pre-testing and revision
4) Implementation, monitoring and assessment
5) Review and Re-planning
6) Continuity overtime
Multi-Media Approach
We did talk about adopting multimedia approach on the second stage
of IEC six-phase planning model especially in coming up with effective
concept and designs for various JEC packages. And in the p process
31
communication model the multimedia approach is highly recommended by
this author.
Multi-media option, in the light of the above becomes imperative. To
establish an effective and enduring IEC promotional activities, the various
existing conventional and traditional channel of’ communication must be
segmental in line with the beliefs and cultural political idiosyncrasies of our
targeted audience. It is saying the obvious, “that no single medium performs
effectively, the task of creating public awareness on an issue as personal and
sensitive as selling a politician especially at this crucial period when our
body polity is in a total mess, hence, the need to blend several media in order
to achieve a rational and economical use of available resources (Ehikwe.
2000:16). The multi-media approach referred to needs to be implemented by
interpersonal communication, particularly essential when with non-literate.
And when dealing with non-literate audience in political campaign
marketing, the adoption of what marketing communicators call encoding
variability hypothesis in their IEC packaging becomes important. Encoding
variability hypothesis is a hypothesis contending that people’s memories for
information arc enhanced when multiple pathways, or connections are
created between the object to be remembered and the information about the
object that is be remembered (Terence, 2000:290).
32
The variability hypothesis has lots of implication to me political
marketing communicator or politician in the bid to sell a personality in a
political terrain that is not accessible by the non-literate class. When various
communication platforms are used to sell a politician or market or promote
an issue among the non-literate class of people, there is the possibility that
these class of people will remember the content of the message being
communicated to them. In the southeast, the governor of Enugu State uses
the encoding variability hypothesis by adopting multimedia approach. Today
his popularized slogan Ebe-ano has become a ‘singsong’ among the rural
women of Enugu State and his supporters. This was made possible by the
use of various IEC strategies.
Another concept which Governor Chimaroke and Governor Orji Kalu
of Abia uses in selling themselves and their government is the encoding
specificity principle (ESP). Encoding specificity principle is a principle of
cognitive psychology, which states that information recall is enhanced when
the context in which people attempt to retrieve information is the same, or
similar to the context in which they originally encoded the information
(Terence, 1993). For example, in various political rallies organized in
honour of both Enugu State and Abia State Governors, slogans like ‘Ebeano’
33
and ‘Action governor’ rent the air, with party followers or faithful chanting
the slogan in admiration and in solidarity of the governors/their government.
Moreover, political issues and politicians are interwoven in its
complexity. It goes beyond the mere aspect of empty rhetoric or precarious
propaganda. And coupled with the facts that we are dealing with multi-
cultural, multi-ethnic, multi-religious society with divergent political,
traditional and economic beliefs; the effective application of the multi-
media techniques becomes even more imperative (Author’s Opinion).
Nonetheless, the combined use of radio, television, newspapers,
flipcharts, town criers and the likes, should also take into consideration the
complementing role of inter-personal communication in changing cultural,
religious and political biases found within any particular society. “Whereas
the mass media provide, interpersonal communication address individuals
concerns, gives immediate feedback and leads to greater in-depth
understanding” (World Bank Publication on Communication Programme,
1998).
I would like to us to go back to the communication process referred to
earlier. The role of the communicator is not complete until a full cycle is
manifested within the project process.
34
Monitoring and Evaluation Process
The specific role of monitoring and evaluating political marketing
related JEC activities are also well illustrated in the IEC communication
process. Furthermore, all IEC promotional activities must be quantifiable to
the extent that they can monitored and evaluated easily throughout the whole
cycle. This is the only way the success of an ongoing activity is assessed and
determined; and derailment swiftly routed out on time. Experience of other
politicians overseas has shown that mechanism adopted to monitor an
evaluate must be simple, unambiguous and to the point. Because of this,
Yola (1996:30) say the importance of this to an IEC programme manager
can be likened to the rule of a compass to an aircraft pilot.
Political IEC message, within the context of the political marketing
communication message planning “where there are a lot of sub lets and
nuances must carry the people along from the conceptualization to
implementation stage’. Political communication achieves the intended
results only when the targeted audience are well informed, educated and are
involved, more importantly during messages design stage, hence, the
relevance of developing the IEC strategy with the people as its focal point.
“Learning to listen” and listen to learn” should serve s IEC dictum. All said
and done, “what the people want may not necessarily he political education,
35
yet at the end of the day, it may welcome to that”. This further underscores
the significance of recognizing the relationship between political marketing
communication and the audiences that live within the specific social milieu.
In other words, political communicator, politician or leader divorce
the message, its conceptualizing, planning design, production and eventual
dissemination from the society within which it operates. Having discussed
this far, we go now to discuss communication theories as they relate to our
topic of discussion.
2.6 Communication Models Theories in Political Marketing
Squarely, the task of the political Information Education and
Communication (1EC) as a tool for political mobilization and social
development change is in the court of the political marketing
communicators. They are required to apply their professional know-how to
infuse the content of various communication theories/models as an ideal to
inculcate in the people, the need to accept, think and practice such preaching
of the concepts. There are lots of communication theories that are relevant to
our discussion. So, we are going to discuss some of them.
36
Two Step Flow Theory
The two-step flow theory assumes that there is a definite group of
“opinion leader” who get information from the media analyze and interpret
it, and then pass it along to the public. This explanation of the theory draws
much insight from the community communications social structure (Sam
1993:196). The above explanation has received negative comments by some
communication experts. The theory fails according to Defleur and Sandra
(1989:55) due to the fact that no permanent group of people serves as
opinion leaders on all subjects. But our candid advice to politicians and their
personal aides despite the failing of this theory, is that they should use it in
preparation IEC campaign that will educate or enlightened elites in their
domain to reach out to the rural populace. According to Achor (2002:58)
since the educated elite are respected in there domains, the credible ones
among them can be used to mobilize tile rural populace to support certain
government polices or explain government viewpoint, actions and in-
actions. “They are adjudged in those communities as having fair knowledge
about political and social issues affecting their people”.
There is a modified version of the two-step theory or model. It is
called two-step communications with opinion leaders and opinion formers.
37
Two-Step Communications with Opinion Leaders and Opinion Formers
When opinion formers (OF) are added in the communication model
becomes a little bit more interesting. Opinion formers can be separated from
opinion leaders. Opinion formers are formal experts whose opinion has
influence, e.g. journalists, analysts, critics, judges, members of a governing
body. People seek their opinions and they provide advice. Opinion leaders
on the other hand, are harder to identify-they are not formal experts, they do
not necessarily provide but other buyer (electorate) are influenced by them.
Other customers (voters) look towards them. Opinion leaders often enjoy
higher social status (than their immediate peer group) are more gregarious
and have more confidence to try new political ideas or products and services.
Endorsement from both opinion formers and opinion leaders are
valuable. The opinion formers are often quoted in promotional literature and
advertisements, while the style leaders are often see with the brand through
clever editorial exposure engineered by public relations professionals.
According to Smith (1997:71) this can be generated collecting third party
endorsements, creating events around celebrities and ‘placing’ products
alongside celebrities. In political marketing, a politician or political
candidate car: he endorsed by an opinion leader or the chiefs provided they
have the respect of the members of their immediate communities.
38
Both opinion formers and opinion leaders can contribute towards
credibility. ‘Credibility before visibility’ means that a solid platform of
credibility should be developed before raising visibility with any high profile
activities.
Multi-Step Low Theory/Communication Model
Communication is in fact a multifaceted, multi-step and multi-
directional process. Opinion leaders talk to each other opinion leaders talk to
their listeners. Listeners talk to each other (increasingly with discussion
groups/internet groups) and subsequently feedback to opinion leaders.
The multi-step low theory holds that there are opinion leaders on
many different subjects and that they have varying degrees of influence.
This theory can be practically applied in marketing government’s policies,
canvass support for the sustenance of the nascent democracy.
Opinion Group Theory
The opinion group theory is fairly well accepted. It recognizes opinion
leaders but does not assume that they are the sole influence on the formation
of public opinion. The basic emphasis is on the function of discussion in
crystallizing opinion of people of similar interest, discuss mutual problems
and arrive at common conclusions. People try to conform to group opinion
39
and to avoid disagreement with the majority. Any one may belong to several
groups at work, at church, at leisure. Grouping may be age, occupation,
place of residence and so on. Where there is a common interest, there is a
formal or informal grouping.
The group is centered on an opinion leader - a person who is listened
to by the others-although the leader may not be recognized as such. This
leader is the one who gets information from outside and comments on it to
group. The application of this theory to dissemination of government
policies and information is evident in our political life. In the rural areas of
our various communities, age grade especially in some Ibo speaking
communities, the leader of an age grade is respected among his age grade
members. Because of this, he becomes easy vehicle for carrying out
government’s policies and programmes to the members ad the entire
community (Achor, 2002).
Diffusion Theory
This theory can be successfully applied in political marketing. This
diffusion theory was developed in the I930s and expanded upon by Professor
Everet Rogers of Stanford University. It holds that there are five steps in the
process of acquiring new ideas.
40
1) Awareness - The person discovers the idea.
2) Interest — The person tries to get more information.
3) Trial-The person tries the idea on others.
4) Evaluation — The person decides whether the idea is in his or her
own self-interest.
5) Adoption — The person incorporates the ides in his r own opinion
(Severin and James, 1988).
In this model, the political marketing communicator, persuader or the
political leader is most influential at the awareness and interest stages of the
process. Severin and James (Ibid) gave example to illustrate the point raised
above; “people for example, often become aware of a product, service,
candidate or idea through traditional mass outlets such as newspapers,
magazines, radio and television. Indeed, the primary purpose of advertising
in the mass media is to create awareness. The first in moving people toward
the purchase of a product, accept a government view point or candidate, or
support of an idea.
At the interest stage, more direct media-pamphlets, brochures, direct
mail, videotape presentation, even conferences and symposiums play an
important role. Once awareness has been created, people turn to more
detailed information in these direct media channels.
41
Barton-Gillet Company, a research and consulting firm specializing in
higher education offered a variation on the diffusion model. According to
the company, communication process in marketing is as follows:
i. Awareness — bringing an institution or a company to the
attention of the audience — target market.
ii. Comprehension — developing an understanding of the appeal
of the institution or company.
iii. Commitment — assisting in the decision process (Wilcox,
1994).
iv. Conviction — matching individual interest to institution and
company or company of offerings.
In Barton - Gillet’s model, both mass media and direct media are
influential in the awareness stage. Direct media are most influential in the
comprehension stage. However, in the conviction and commitment stages as
in the original model, trail, evaluation and adoption stages, small group
discussion and person-to-person communication become the primary
influences and mass direct media become reinforcing mechanisms.
42
The Reflective Theory
The reflective theory of communication postulates that a society will
reflect the types of communications it needs. Though this will vary from
society to society. Thus for example, the political climate of a society will
influence the reception and type of communication it requires. It should be
borne in mind that within an identical social environment, humans will react
different psychological, altitude make up, behaviour, po1itica and social
disposition of the target audience. That a society requires or reflects the type
of communication it needs does not suggest that communication packages
that supplies better information to the target audience should not be strive at.
2.7 Marketing and Politics
Marketing and political marketing an expert submits are consumer
voterguided and driven. It means that the process seeks what the voter wants
from a political leader. Despite political theory that may ask politicians to be
a states person (and not simply do what the voter want). The dominant
theory according to Caywood (1 992) would be to provide the issue and
leadership qualities that should gain the confidence of the voter and sustain
the electoral process. He further observed that “the longstanding processes
of marketing have been designed and built around the concept of a consumer
(voter) orientation”.
43
In his own contributions, Ohiwerei of the then Chairman/Managing
Director of Nigerian PLC, observed that the first thing to ask as regards to
issue of politics and marketing is: what can marketing offer to politicians? In
an attempt to proffer answer to this question, he commended thus:
The dream of every politician is to be in government be part of the system
making laws, directing and shaping the process of economic and social
development. In our country, ambition for any politician is to the president
and commander-in-chief of the armed forces.
He added that, “to get there he has to market his person and his
party’s manifesto. He must be able to convince his electorate that his party’s
programme is more relevant to their needs than his competitors. In addition,
he must convince them that he can ably represent them and ensure that his
party’s programme is implemented”. a” comparison between the process of
getting into politics/government and the process of marketing will help
explain the above paragraphs. In Nigeria, we have about fifty political
parties and each has a manifesto. The manifesto is based on the party’s
ideology and is geared to meeting the needs of the electorate.
According to Ohiwere (1992:50), the political party can be likened to
a company, the party ideology to a company’s mission statement, the party
manifesto to a company marketing strategy/plans, and the party candidate to
44
a brand. The logical conclusion he added, following from this process is that
a political party, if it is to be effective and successful should operate like a
business or a company. Given this analogy, we cannot deny the relevance of
marketing in politics.
A company’s success depends on the success of its brands or services.
Similarly, the success of a political party in election depends on the success
of its candidates. This suggests that it will be of value for the politicians to
have a brand successful-that is themselves successful using marketing
concept.
2.8 Political Marketing: An Overview
The term marketing has very recently been used in the field of politics
either in promoting political parties and candidates or persuading voters for a
certain political aspirant during electioneering campaigns (Achor, 2002:36).
The erstwhile military governor of Borno State, Marwa (1990-91) in
an introduction to a book by APCON observed thus: “it is obvious that
marketing in all its ramifications has an important role to play in politics..,
for one thing, politics involves enlightenment and persuasions. As such,
political parties need to educate the voter, not stampede them”, he added,
“essentially, the educational process involves marketing the programmes and
45
policies of political parties as well as packaging the individual politicians
from the perspective of voters’ expectations”.
According to Achor (2002:41), the introduction of marketing to
politics started early enough in Britain and United States of America about
one and half century ago. For the first time in the history of Nigeria, our
politicians whole heatedly embraced advertising as a vital tool for projecting
themselves and their policies through mass appeal’s rather than sectional
appeals. What then is political marketing? Before we provide answer to that
question, we will first explain goals and aspirations, attempts to establish
societal goals and aspirations, attempts to establish mutually satisfying
exchange relationships between people or organizations who seek to satisfy
these requirements. According to Kotler (1991) political marketing/political
campaign marketing is a social and managerial process by which candidates
and parties obtain their election goals through creating offering and securing
approval of idea of value with the voter. Marketing is best understood as
“the process of fulfilling the expectations of consumers (including voters) by
providing solutions to their felt deficiencies”. The solution can be in nature
of goods, service, individuals, or political ideas, tat must be prompted in a
professional manner.
46
The employment of marketing and its tools in persuasive
communication blueprints or actions plans designed to project a desirable
image of a subject. The new strategy now involves communicating need-
satisfying attributes of politicians and their parties through various integrated
political marketing communication, e.g., advertising face-to- face
communication and publicity, IEC packages, etc.
In political marketing, the product to be marketed may be the political
candidate, government Policies or political ideals. The target market in the
electorate (voters). Both the politician and voters are human hence; any
marketing effort in selling the politicians to the voter should involve
motivational or behavioural research. This research or survey will reveal the
expectations of voters from a particular government, politician or political
party in power.
Who is a politician? According to Oxford Advanced learner’s
Dictionary (1986), politicians are people who are skilled or interested or
engaged in politics especially, as a profession. Politics itself, being a
struggle to control the state apparatus or machinery. In the context of our
discussion, like (1992) noted a particular kind of politicians called “career
politicians’ - that is people who are in politics to stay, people who are
seeking to govern vote in one election or more. Politicians are vote seekers
47
and marketing is used in meeting this specific need, hence adoption of
promotional strategy becomes important.
The essence of promoting politicians is to bring out the salient points
in them and also make them presentable and acceptable to the voting public.
Mike (Ibid) corroborates the above view when he observed that; “the idea of
promoting politicians is not an entirely new phenomenon. In simple
societies, for instance, the promoting of politicians often took place when a
community was in search of special leadership qualities in people”.
Attributes such as courage, valour, eloquence, honesty, perseverance and
charisma enhanced the position of those who possessed them in varying
degrees in different contexts. Just as possession of any or all of those
attributes advanced the standing of some individuals at that time, it plays an
equally significant role in political practice today. Nevertheless, the issue of
promotion of politicians in contemporary societies is different from
promotion in historical perspectives. Having discussed this far, we will
discuss the types/forms of information, education and communication
strategies employed by politicians in promoting themselves or marketing
their party to the voters.
48
2.9 Types/Forms of Integrated Information Education and
Communication Strategies Employed by Nigerian Politicians
There are various information education and communication
strategies or forms that are employed by politicians in marketing themselves
to the electorate. And in our background to this study, we did mention few
of them. Here we are going to identify them and group them under five
public for an enlightenment strategies, mass media publicity enlightenment
strategies public speaking publicity and public enlightenment strategies,
traditional communication/media publicity strategies, others include event
publicity strategies and interpersonal and small group publicity campaign
strategies.
We are going to discuss each group and identify the strategies in each
of the groups and how politicians be boren in mind that the one or ones to be
employed depends on the nature of the politicians, or political party, as well
as the geomographics or sociographics, psychographics and demographics of
the target audience or target market the publicity or public enlightenment
effort is aimed at (Nwosu, 2001:223).
49
Public for an IEC Cum Publicity Marketing Strategies in Political
Marketing
One of the strategies employed by politician by and political
marketing communication is public forum (such as political rallies,
seminars, conferences and workshops etc) in mobilizing the mass or
education, political education and social mobilization. The political
awareness rallies are a special feature of the public for strategies. During
political awareness rallies, the politician addresses the party supporters and
other group of voters.
During such occasion, the public relations outfit that is handling
publicity campaign strategies researches into the personality of the political
candidate. This enables him to present useful information about the political
leader. The political marketing communicator prepares speeches. Position
papers based on the analysis of the political leader or politician being
marketed (Nwosu, 1 992).
At the wake of the 2003 electioneering campaigns, some political
parties especially People’s Democratic Party and All Progressive Grand
Alliance in the Southeast toured various towns, villages and hamlets to
address rallies. Music, speeches and poetry were used to deliver messages of
political and social mobilization. The immediate effect of people’s
50
participation and identification with the ideals were felt. They were not only
addressed, they were also allowed in their thousands to express their feelings
during the period (NOA, 2003).
One of the immediate effects of the rallies was the actions taken by
the government in responds to the yearning of the people, especially at the
early part of the transition programme in 1999. In several states, especially
in the southeast, governors began, for the first time, a programme of “meet
the people” where dialogue in local languages and free trade of ideas were
encouraged. This brought the government closer to the people and made
their message and programmes more acceptable to the people.
Unfortunately, public survey and opinion have shown that the present
government at various levels and failed Nigerians, due to their non-challant
attitude towards the plight of the suffering masses. Fun enough, political
rallies especially during last electioneering campaign have been described
rallies for money sharing. And participants attend with the intrinsic hope to
get their own fair share of the money.
Public Speaking IEC/Publicity Strategies use in Political Marketing
Public speaking is a very useful method of achieving publicity and
public enlightenment objectives. It is an art as well as science. Not
everybody is born an orator, but the art and science of effective public
51
speaking can be learnt. To succeed in using this method of information
education and communication cum publicity strategies in political
marketing, and enlightenment campaign Nwosu (1992: 16) advised that we
must master the art of effective speech writing and speech delivery. He
added that, “apart from normal speeches or addresses, political marketing
communicators must know how to prepare materials for delivery of speak
effectively during public lectures, symposia, colloquia, conferences,
workshops and seminars aimed at publicizing our products (politicians or
political candidate) as well as party programmes, project and policies.
In the southeast Nigeria, Governor Chimaroke of Enugu State have
carved a political niche for himself through public speaking. Between the
periods of 2000-2003 he has presented over ten scholarly cum topical papers
within southeast and across it. Some titles of the papers he presented
include, “IGBOs Rediscover Ourselves”, “God fatherism; Silicon or
Reality” Executive-legislature relationship. The key to Nigerian Nascent
Democracy”, etc (www.ebe-ano-org.).
He has marketed himself to his target audience cum admirer through this
strategy. The paper he delivered on the 7t1 October, 2003 during a special
convocation ceremony organized by University of Nigeria, Nsukka was the
toast of ceremony.
52
Traditional Media Use in IEC Political Marketing Strategies
“Oramedia” as popularized by the late professor Frank Ugboajah
(1986) is the terminology fondly used for traditional communication
methods of face , village square meetings town criers, folklore, community
theatre, music and dance. Political mobilization or marketing and
publicity/public enlightenment efforts in developing countries like Nigeria
cannot be effective without the use of some traditional or folk media
strategies. There are many reasons for this and there are many forms of these
media of publicity including those discussed above. Their power or strength
as media of publicity and public enlightenment in the developing countries
lie mainly in their high level of credibility accessibility and availability to
the target markets or audience members (political constituencies) we meant
to reach.
During and after the electioneering campaign in 1999 and 2003, the
dialogue sessions by Governors of the southeast with the critical opinion
leaders were intended to get to the people at the grassroots level. Ultimately
during the various established contacts put in place by various communities,
as their opinion leader share information with them. This scenario explains
better the importance of community social communication structure in the
rural political settings (Salu 1992:156).
53
The sophistication in politics and economy were broken down for
easy understanding. This is complemented by local artists who through their
works of art music and entertainment use current issues to communicate
with the people. Of course, the policy makers do get feedback through this
means of expression (Adarnolekun, 1996:72).
Commenting further on those communication platforms Adamolekun
(Ibid) observed thus:
The combination of these various tools of public
relations and communications achieved the objectives
of enhancing political awareness of Nigerians. The
determination and understanding with which the
Nigerian citizenry went through the several transition
programmes including the “open ballot” system is an
indication of impact of the social mobilization
exercise.
Notwithstanding the in-built imperfection in the system, the positive
result of enlightenment is still palpable in the country today (Ibid 76). In the
southeast Nigeria, all the states Governors used and are still using various
forms of traditional media of communication to reach out to the people. For
example, in Enugu State, special songs were composed in Nkanu dialect in
order to sell Governor Chimaroke not only to his political constituencies but
across Enugu State. One of the popular signature tunes called “Shiaharaya”
54
has shot Governor Chimaroke above all other contenders of the exotic
political position. Again, the programme called “LETTER FROM
SOLOMON” has become a platform for political mobilization, hence topical
political, economic, cultural cum social issues are being brought to listening
pleasure of Enugu people and environs (Authors’ opinion).
Though a lot of people have described this programme as a
propaganda laced programme designed to manipulate people’s belief and
experience in (with) the government.
In Abia State, several traditional songs have been composed by Orji
Kalu admirers and praise singers, all in a bid to give credibility to his
government and programmes. While some of the these songs extol the
virtues of governor Orji Kalu others are rendered in order to manipulate the
electorates’ belief iii his government (discLlssion sessions by political
observers, 2003). In Imo and Ebonyi the story is still the same.
Mass Media Publicity and Public Enlightenment Strategies Employed
by Politicians
The mass media are very powerful information education and
communication (awareness creation) tools. Political communicators must
therefore, know how to use the mass media optimally in trying to achieve
publicity and political marketing enlightenment objectives for their clients-
55
politicians, political parties etc. they should know how to relate to and work
with reporters and other media practitioners.
To achieve success in their mass media (IEC) publicity efforts, they
must understand the strengths and weaknesses of the various media through
extensive media characteristics analysis and media research. They must also
know how to use press conferences, interviews and media appearances/panel
discussion to publicize their client and clients’ ideas among others. Also,
they must know how to produce and use films, video photographs, press
release, news, articles, features, banners, posters, leaflets and other media
content like editorial, commentaries, magazine and other programmes on
radio and televisions in trying to achieve their public enlightenment and
publicity objectives (Nwosu, 1996). The items we mentioned in the last
sentence are components of information, education and communication
strategies. They are been employed by politicians in marketing themselves,
their programmes and government policies.
The information/communication officers or chief press secretaries of
various southeast governors use these platforms in reaching out to people
concerning governments, most especially news commentaries, news releases
and editorial are used by the governors. The question that must be answered
by political observers and keen voters is whether the content of these IEC
56
packages are ethical or mere negative propaganda. This we shall determine
in chapter of this project research during our data analysis and presentation.
Inter-Personal and small Group 1EC/Publicity or Political Marketing
Enlightenment Strategies
There is nothing as effective as trying to publicize a product, idea or
person or enlighten anybody on any of these as the face-to-face, one-on-one
and word of mouth methods. This is because according to Jefkins (1985:61),
(Nwosu 2001:226) they give the personal tough to the publicity or public
enlightenment effort. They are also somewhat intimate and have enough
room for dynamic communication and exchanges that make for great
effectiveness of the publicity effort.
The Multi-Media Publicity anti Public Enlightenment Strategy
In the early introduction of IEC in this project, we mentioned the
multimedia approach. Here we want to discuss a few things about it. The
multi-media strategy simply) involves the careful selection, interaction or
public enlightenment efforts (Nwosu, 1986). It is quite effective because one
media form which complement other media form for maximal results. The
major limiting factor here is money. But with careful planning and research
base knowledge of the target audience or market as well as the nature of the
57
politicians, ideas, political party being publicized, the marketing
communicator can handle this and any other limiting factor well.
2.10 Persuasion in Political Marketing Communication
The concept of persuasion has been described as a key to effective
communication, which systematically influences self-concept and individual
perception of the world around him. It has also been described as the ability
to change the minds of people who have their minds already made up.
Bettinghaus (1973) described persuasion as “conscious attempt by one
individual to change the attitudes, beliefs or the behaviour of another
individual or group of individuals through the transmission of some
messages. in their own submission as the process of preparing and delivering
messages through verbal and non-verbal symbols to individuals or groups in
order to alter, strengthen, or maintain attitudes, beliefs, values or behaviours.
Persuasion is the essence of marketing communication. Marketing
communicators-along with people in other persuasion-oriented roles (e.g.
theologians, parents teaches, politicians) attempt to guide people toward the
acceptance of some belief, attitude, or behaviour by using reasoning and
emotional appeals (Terence, 2000:163). Strong & Cook, (1997:41)
corroborate the above explanation. They described persuasion as something
used to influence opinion, reinforce existing attitude and/or behaviour, to
58
modify existing attitudes or reverse existing attitude or behaviour. However,
the essence of persuasion in political marketing communication is to sell an
idea, opinion, a candidate to the voter and to change the attitude, values and
behaviour of the electorate or society.
Persuasion may suggest to many something manipulative, exploitative
or unethical. At times, political marketing communicators’ persuasion
efforts are undeniably unethical. Shrewd operators bamboolze the
unsuspecting and credulous into accepting negative propaganda.
The practice of persuasion can be noble or deplorable. There is
nothing wrong with persuasion per se; it is the practitioners of persuasion
who sometime are at fault. There are multiple forms of persuasion. It would
be erroneous to think that persuasion is a single method, practice or
technique. Rather, there are many persuasion methods in theory as there are
persuasion practitioners.
On a daily basis one is being persuaded via the radio, television,
movies, newspapers, book, etc to either buy a product, vote for a political
candidate or subscribe to some version of what is right, wrong true or
beautiful. Persuasion takes the forms of handbills, bulletins, posters,
billboards, stickers, souvenirs, subtle mobile advertising displays,
newsletters, print and electronic media messages, discussion, speeches,
59
gossips, grave vine etc. each of these media according to Nweke (2001:132)
serves both specific and general purposes, ranging from sheer
enlightenment, education and mobilization to total conversion into a
completely new line of action.
These media are elements/forms of information, education and
communication (1EC) packages, which we have early explained. The
message contents must be informative, educative and above all, has the
ability to communicate effectively to the recipient of the EEC messages,
which are intended to influence their opinion and attitude etc.
2.11 Summary of Reviewed Literature
We have been able to highlight some key topics on this chapter. First,
discussion on Nigeria political landscape with a special focus on the
southeast terrain was presented. A common feature in the Nigerian political
cum social scene was noted. This feature is described as the “Nigeria factor”
which works to keep the nation at a retrogressive phase of development, the
Nigeria factor, the element of which includes bribery and corruption,
squander mania, greed, etc.
The concept of communication was explained while it was
distinguished from information hence their relationship were established,
being that in any communication process information must be essential
60
before the communication makes meaning. Also communication process and
how it works in political marketing were also explained while the concept of
information education and communication (IEC) strategies were given
elaborate explanations.
Issues on communication were wrapped up with detail discussion on
communication theory as used in political marketing. An overview of
political marketing was also presented. We define political
marketing/political campaign marketing as a social and management process
by which candidate and parties obtain their election goal through creating
offering and securing approval of ideas value with the voter.
The forms/types information, education and communication (IEC)
package include speeches, poster, news commentaries, editorials, handbills,
etc. hence, the IEC forms were groups namely; public for a IEC strategies
public speaking IEC strategies, traditional media IEC strategies, mass media
IEC strategies and interpersonal and small group IEC strategies. This chapter
rounded off with a detailed discussion on persuasion in political marketing.
61
REFERENCES
Achor, Prince N. (2002) “An Assessment of Persuasive Political
Communication Strategies used by Orji Uzor Kalu Led-
Administration in Building Support in Abia State: A Study in Political
Marketing” Unpublished MBA Marketing Project UNEC.
Adarnokekun, Wole (1996), “PR for Social Development” Public Relations
Digest, Vol. 4.
Achor, Prince (2008) Political Marketing: Marketing, Communication and
Politics Enugu: Framework Frameconsult (in print).
Ball-Rokeach, Sandra (1989), Theories of Mass Communication, 5th ed
White Plains. New York: Longman.
Bettinghaus, Erbilin (1973) Persuasive Communication, (2nd
ed) New York:
Holt, Rinehart & Winson.
Clark, Caywood 1. (1992)” Integrated Political Marketing Communication
Strategies and Tactics” in Charles Okigbo’s (edited) Marketing
Politics: Advertising Strategies and Tactics, Lagos APCON.
Dance, F.E. & Larson, C.E. (1979) The Function of Human Communication,
New York: Holt Rhinehard & Winston.
David, G.E. (1979) Politics and Communication, Website Extract,
www.politicalcommunication.org.
Duffy, Margaret (1991) “How to Communicate to a Post Literate World”.
Communication World, November.
Ehikwe, A. (2002) “Blending Conventional and Traditional Media of
Communication”, Journal of Public Relations Management, Vol. No. I
UNEC.
Ekpu, Ray (2000) “Legislature and Executive a Partners1iip Work”,
Newswatch Magazine.
62
Fill, Chris (1999), Marketing Communication: Contexts, Contents &
Strategies London: Prentice Hall Inc.
Folarin, A.B. (1998) Issues in Applied Communication, University of
Ibadan: Sirling-Horden Publishers.
Guardian Newspaper, October 2, 2003, “The Nigerian Factor”.
Ijiomah, M.I. (2001) Nigeria: An Anatomy of Development and
Retrogression, Enugu: Smartlink Publishers.
Ijiornah, M.I. (1998) Lecture Note on Development: Federal University of
Agriculture Uniuagwo, Abia State.
Jefkins, Frank (1985) Introduction to Marketing, Advertising and Public
Relations. London: Wadsworth.
Kotler, Philip (1991) Marketing Management, Analysis, Planning,
Implementation and Control, Eaglewood Cliffs, New Jersey: Prentice
Hall Inc.
Lasswell, Harold D. (1984) “The Structure and Function of Communication
in Society” Bryson (ed) The Communication of Ideas. New York:
Harper Publishers.
Nweke Okechukwu F. (2001) Public Relations Practice Concepts and
Strategies, Enugu: Hamson Publishers.
Nwosu, Ikechukwu F. (1986), “Mobilizing People’s Support for
Development”. Africa Media Review, Vol. 1, No. I
Nwosu, Ikechukwu E. (1992) Public Relations: Speech Media Writing and
Copy, Enugu: A CENA Publisher.
Nwosu, Ikechukwu E. (1996) Effective Media Writing: Mass Media,
Advertising PR and Promotions. Enugu: E-Nok Publishers.
Nwosu, lkechukwu E. (2000) Roles and Challenges of Public Relations”, the
Nigerian Chronicle, Monday October 16.
63
Nwosu, Ikechukwu E. (2001) Marketing Communication Management and
Media: An Integrated Approach, Lagos: Dominican Publishers.
Nwosu, lkechukwu E. (Ibid, 233). Ohiwerei (1992) “Political Party
Manifesto” Newswatch Magazine.
Salu, A. (1993) Local Government Public Relations, Lagos: NI RR.
Shimp Terence. A (1 993) Advertising Promotion: Supplemental Aspects of
Integrated Marketing Communications. South Carolina: The Dryden
Press.
Smith, P.R. (2000) Marketing Communications, an Integrated Approach,
London: Kogan Page Ltd.
Ugboajah, Frank (1986) Ora-media.
Umechukwu, P.O. J. (2002) “Communication Strategies for Managing the
Environmental Problems in the Oil Producing Communities of
Nigeria” A Paper Presented at a 3-Day National Workshop on New
Strategies in Environmental Management/Protection: Antidote to
Environmental Related Crisis, Conflicts and Problems in Nigeria held
at the Integrate Cultural Centre, Port Harcourt, between July 24 and
26th, 2002.
Wilcox, Dennis & Lawrence N.W. (1995) Public Relations Writing and
Media Techniques (2nd ed) Hillsborough California: Wadsworth.
Wood, Gravy & Rober Denton, Jr. (1992), Persuasion and Influences in
American Prospects Height Illinois: Wave Land Press Inc.
World Bank (1998) Publication on Communication Programmes, London.
www.ebe-ano-org.
Yolah, K.H. (1996) “Population Communication” Public Relations Digest.
Volume 4.
64
CHAPTER THREE
RESEARCH DESIGN AND METHODOLOGY
3.1 Research Design
For the purpose of this study we have adopted survey research
method. According to Osuala (1982:4) survey research is a systematic
collection of information directly from respondents. It studies both large and
small population by selecting samples chosen from the population to
discover the relative incidence distribution and inter-relationship of
sociological and psychological variables. A survey is a form of planned
collection of data for the purpose of description or predications as a guide to
action or for the purpose of analyzing the relationships between certain
variable (Oppenhin, 1970:1)
3.2 Population of the Study
The population of this study includes:
1) Educated voters who reside in the southeast state in Nigeria.
2) Citizens of the southeast residing elsewhere in Nigeria. The total
number of the population is not certain.
65
3.3 Area of Study
The area of the study covers the entire southeast state of Nigeria
namely; Abia state, Anambra State Ebonyi State, Enugu and Imo States. The
research concentrated mainly on those states while mention were made of
other state when and where necessary in the course of the study.
3.4 Scope of Study
The scope of the study centered on the use of information, education
and communication (IEC) among selected Nigeria politicians, hence it’s
within the confines of political marketing. The researcher will only kept to
the above scope but can drew analogy from related area when and where
necessary.
3.5 Sampling and Sampling Technique
Sampling techniques are the alternative ways of selecting the
individual element or units that will add up to the predetermined sampling
size of the study. Owing to the nature and characteristic of the population for
this study, the researcher adopts the probability sampling technique. The
decision was based on the cost of studying the entire population.
66
Probability sampling therefore enable the researchers to select the
sample unit having equal chance of being selected. It makes it possible for
the investigator to estimate the extent to which the finding based on his
sample are likely to differ from what he would have found studying the
population.
3.6 Sample Size Determination
To determine the sample size, the researcher conducted a pilot survey
in which 200 copies of a research questionnaire was administered randomly
among the electorate/resident in each of the five southeast states. Out of this
number, 120 were correctly filled and returned. This was taken as a positive
response. The remaining 80 represented the ones that, were not returned and
were regarded as negative response. Therefore, the percentages of both
responses are 60 and 40 respectively.
The researcher used the Freund William model of sample size
determination calculated at 95% confidence level and 5% standard error to
calculate the optimum sample size. The formula is thus:
N = (Z)2(PQ)
E2
Where: N = Sample size
P = Percentage of positive response
67
Q = Percentage of negative response
E = Percentage of error
Z = Normal variety for the desired level of confidence
Substituting and solving for “N”
N = (1.96)2(60 x 40)
52
= 3.84 16x2400
25
= 9219.84
25
= 368.79
With this outcome, the researcher decided to approximate the sample to 370.
3.7 Procedure for Data Collection
Data for this study were gathered through both primary and secondary
data sources. Primary data involves the drawing of questionnaire and oral
interview. Questionnaire was administered randomly on the two categories
of the respondents drawn from the five states of the southeast. The oral
interview was conducted among opinion formers/leaders in political issues
selected by the researcher and their responses helped in re4raming the
questionnaire. Secondary data form the bulk of the research. These include
extracts from books, journals and seminar papers, news commentaries,
68
features and articles etc. A review of their contents were used mostly in
chapter two of this study.
3.8 Method of Data Analysis.
The main method used in analyzing data collected for this study
include the simple percentages and chi.-square was used in testing of
hypotheses formulated for the study. These methods were chosen because
they make for clearer analysis and presentation of idea. Not only that a study
of’ this nature requires a standard statistical method that will provide the
values of variables without much difficulty.
The formula for chi-square is given thus:
X2 Σ(Oi-Ei)
2
Ei
Where; Σ = Summation sign
x2 = Chi-square
Oi = Observed frequencies
Ei = Expected frequencies
Contingency tables were used to show both the observed and expected
frequencies. The results were tested using 0.05 significance level and table
value of the appropriate degree of freedom.
69
3.9 Decision Rule
The rule states that, “we reject null hypotheses at the appropriate
degree of freedom if calculated x2 value is greater than critical x
2 value and
accept the alternative hypotheses other wise we do not”.
70
REFERENCES
Osuala E.C. (1982), Introduction to Research Methodology, Owerri: Feb.
Publishers Limited.
Ikeagwu, Egbui K. (1998), Groundwork of Research Method and
Procedures. Institute for Development Studies, University of Nigeria,
Enugu Campus.
71
CHAPTER FOUR
DATA PRESENTATION AND ANALYSIS
4.1 Introduction
The data collected through questionnaire and other sources were
presented and analyzed in this chapter. In presenting the data, the response
rate to the questionnaires and other background information about the
respondents where presented first. This was followed by the presentation of
other descriptive data, and the test of hypotheses.
4.2 Analysis of Questionnaire Distribution
A total of 370 questionnaire were distributed to eligible voters or
electorate who are resident in the South Eastern states of Nigeria (Abia,
Anambra, Ebonyi, Enugu and Imo States), other eligible voters who citizens
of those state that reside in other states but voted in gubernatorial elections
of the questionnaires and voted during gubernatorial elections in these states
between 1991-2003. Other eligible voters who are citizens of those states
who reside in other states but voted guber elections got the questionnaires.
Each state was Assigned a quota (i.e., given a specific number of
questionnaires). The response rates according to the demographic data of
the respondents where presented below.
72
4.2.1 Questionnaire Response Rate
Out of the 370 questionnaires distributed a total of 336 questionnaires
were returned. An analysis of the response rate was presented in table 4.1
below.
Table 4.1 Questionnaires Responses Rate
Questionnaire Distributed Frequency Percent
Returned Questionnaires 336 90.8
Unreturned Questionnaire 34 91
Total 370 100
Source: Field Survey, 2005.
Table 4.1 indicates that out of this number, a total of three hundred
and thirty-six (336) questionnaires representing 91 percent of the total
questionnaire distributed were returned by the respondents while the
remaining 34 questionnaires representing 9.1 percent of the total
questionnaire distributed were not returned. Given the nature of the area of
study this rate of response was considered adequate. The researcher made
several efforts to recover more questionnaires but it was not possible since
some of the respondents had misplaced them.
73
4.2.2 Distribution of Respondents by Sex
The questionnaires were administered to both male and female
respondents. The distribution of the respondents according to sex is
presented in table 4.2
Table 4.2 Distribution of Respondents by Sex
Respondents Frequency Percent
Male 202 60.1
Female 134 39.8
Total 336 100
Source: Data obtained from Field Survey 2005
The above table indicates that 202 respondents representing 60.1
percent of the respondents were male while 134 respondents or 39.8 percent
were female. The difference between the percentage of male and female
respondents is not much. In the issues of politics the males are usually more
prominent and quicker to respond to issues than females. As such, the higher
percent for male respondents should be expected since these respondents
were randomly selected.
74
4.2.3 Distribution of Respondents by Educational Qualification
In distributing the questionnaires efforts were made to ensure that the
major educational qualifications of respondents were covered. The spread is
presented in table 4.3 below.
Based on various qualifications mentioned below, the highest number
of respondents are those with first degree/HND, representing a total of 180
or 53.6 percent of the total respondents, the next in terms of percent are
those with postgraduate qualifications (23.8 percent) followed by ND/NCE
holders (14.8 percent).
Those with SSCE/GCE are insignificant. They represent
7.7 Percent of (lie Total Respondents.
Table 4.3 Distribution of Respondents by Educational
Qualification Frequency Percent
SSCE/GCE 26 7.7
OND/NCE 50 14.8
1st Degree/HND 180 53.6
Postgraduate Degree 80 23.8
Total 336 100
Source: Field Survey, 2005.
75
4.3 Analysis of Descriptive Data
The descriptive data collected through the questionnaire were
presented separately and analyzed according to various topics covered by the
objectives of the study, research questions and the research hypotheses
before further analysis was carried and in answering the research questions.
Table 4.3.1: Identification of Communication Media used by the
southeast governors in reaching out to the masses
N/S Media Frequency Percent
i. Rallies 366 100
ii. Speech, seminars, conferences 366 100
iii. Banners, stickers 366 100
iv. Posters, billboards, handbills 366 100
v. News commentaries news releases. 366 100
vi. Radio and Television 366 100
vii. Tours, Music 366 100
viii. Traditional made of communication 366 100
All of the above 336 100
Source: Field Survey, 2005.
76
The table above shows that all the respondents 336 accounting for 100
percent identified all the communication media mentioned were used by the
then southeast governors to reach out to them. This expressly shows that all
the channels of communications listed were extensively used within the
duration covered in this research.
Table 4.3.2 Whether message content of those media are Ethical and
Persuasive.
Options Voters Resident in
Southeast
Non Resident
Voters
Total
Yes 100 (49.5%) 38 (28.4%) 138 (41%)
Not all 82 (40.6%) 14 (10.4%) 96 (29)
Can’t Say 20 (9.9%) 82 (61.2%) 102 (30%)
Total 202 (100%) 134 (100%) 336
Source: Field Survey 2005
Table 4.3.2 tells us that of 202 (voters) respondents resident in south-
east, 100 (49.5%) answered in the affirmative that the message content of
the various media of communication used by the governors of the south-east
were ethical and persuasive, 82 (40.6%) answered in the negative while the
remaining 20 respondents accounting for 10% were neither here nor there.
For voters, non resident in the southeast, 38 or 28.4% answered in the
77
positive, 14 (10.4 percent) answered on the contrary while a majority of
respondents, 82 or 61.2% where neither here nor there.
In sum, of 336 respondents, 138 (41 percent) answered in the positive,
96 (29 percent) answered in the negative while the remaining 102
respondents accounting for 30 percent were neither here nor there.
Table 4.3.3: Influence on behaviour, Attitudes and beliefs of the
respondents
Options Voters Resident in
Southeast
Non Resident
Voters
Total
Strongly believed 98 (48.5%) 30 (22.3%) 128
(38%)
Don’t believe 84 (41.6%) 70 (52.2%) 154
(46%)
No opinion 20 (9.9%) 34 (25.3%) 54.16%)
Total 202 (100%) 134 (100%) 336
Source: Field Survey 2005
The table above captures the extent the respondents believe that the
communication media used by the politicians affected or influenced their
behaviours, attitudes and beliefs.
78
The data in the table indicate that 98 (48.5 percent) strongly believed
that the communication media used by the politicians influenced their
behaviours, attitudes and beliefs in a positive way, 84 (41.6%) respondents
do not believe they have been influenced while the remaining 20 or 9.9
percent respondents had no opinion.
For non resident voters, of 134 respondents, 30 (22.3%) said they
were behaviorally, attitudinally, and by belief influenced, 70 (52.2%) denied
been influenced while remaining 34 accounting for 25.3 percent were neither
here nor there.
However, a total of 128 (38 percent) respondents out of 336 sampled
strongly believed that were positively influenced 154 (46 percent) denied
any influence while 54 (16%) respondents had no opinion.
Table 4.3.4: 1EC Message Not Factual & Rooted in Falsehood
Responses Respondents categories Non Resident Voters Total
Respondent Voters Non Resident Voters
Yes 98 (48.5%) 52 (38.8%) 150 (45%)
No 42 (21.5%) 62 (46.2%) 104 (31%)
Neutral 62 (31%) 20 (14.9%) 82 (24%)
Total 202 134 (100%) 336
Source: Field Survey 2005
79
The above table indicates that of 202 respondents representing
resident voters, 98 (48.5%) answered in the affirmative that 1EC messages
sometimes used by the politicians understudy are not factual but rooted in
falsehood, 42 (21%) respondents believe they are factual while the
remaining 62 amounting to 31 percent were neither here nor there. And of
the 134 respondents representing non-resident voters, only 52 (38.8) said
they IEC message were not factual, 62 or 46.2 percent respondent agreed
that they were factual while the remaining 20 (14.9%) were neutral.
However, of 336 respondent 1 50 (45 percent) said the IEC messages
were not factual and rooted in falsehood 104 (31%) said they were factual
while 82 (24 percent) were neutral.
Table 4.3.5: Whether former Governor Chimaroke used much more
IEC packaged than other former Governors.
Response Resident Voters Non-Resident Total
Yes 120 (59%) 40 (30%) 160 (47.6%)
Not all 22 (10.8%) 80 (60%) 102 (30%)
I don’t know 60 (29.7%) 14 (10%) 74 (22%)
Total 202 (100%0 134 (100%) 336 (100%)
Source: Field survey 2005.
80
Table 4.3.5 above shows that 120 (58%) out 202 residence voters
agreed that former Governor of Enugu, Dr. Chimaroke used much more IEC
packages than other former south eastern governor, 22 (10.8%) disagreed
while 60 (30 percent) respondents could neither say yes or no. Of the 134
respondents representing non-resident voters, only 40 (3 0%) answered in
the positive 80 or 60 percent respondents answered in the negative while the
remaining 14 respondents accounting for 10 percent were neither here nor
there.
Table 4.3.6 Speeches, news and posters are used much more by Nigerian
politicians.
Responses Resident Voters Non-Resident
Voters
Total
Agreed 100 (50%0 40 (29.8%) 140 (42%)
Not agreed 20 (10%0 64 (48%) 84 (25)
Fairly agreed 82 (40%) 30 (22%) 112 (33%)
Total 202 (100%0 134 (100%) 336 (100%)
Source: Field Survey, 2005
From table 5.3.6 above, it can be deduced that of 202 respondents
representing resident voters, only 100 (50 percent) agreed that Nigerian
81
politicians use speeches, news and posters, much more in reaching out to the
masses than other IEC media. 20 (10%) respondent disagreed hut could not
mention other media that are used match more by Nigeria politicians while
the remaining 82 which accounts for 40 percent fairly agreed. And of 134
non- resident voters, 40 (29 percent) agreed, 64 (48 percent) disagreed while
the remaining 30 accounting for 22 percent of the total respondent fairly
agreed.
In sum, of 336 respondents, only 140 respondents representing 42
percent agreed that Nigerian politicians use much more speeches, news and
posters than other IEC media in reaching out to the masses. 84 (25 percent
disagreed while 112 respondents accounting for 33 percent fairly agreed.
Table 4.3.7: Other Political Communication Strategies used by
Politicians
Strategies Options Frequencies Percentage
Public Relations 70 20.8
Propaganda 100 29.7
Publicity 50 14.8
Political Advertising 56 16.6
All of the above 60 17.8
Total 336 100
Source: Field Survey 2005.
82
The table above indicate that 70 (20.8 percent) of the total respondents
said that politicians use public relations, 100 or 29.7 said politician employ
much more propaganda, 50 (14.8 percent) said they also employ publicity,
56 (16.6%). said they use political advertising while 60 respondents
representing 17.8 said they make use of all the political communication
strategies mentioned.
Note: Ratings of Political Communications Strategies.
To gain more insight about the political communication strategies
used by politicians respondents were asked to rate the political
communication strategies Nigerian politicians’ use. Four strategies were
presented to them on a five-point likerts scale to take the extent to which
they agree or disagree with the usage of the strategies.
Their responses were summarized in table 41:8 below and analyzed
using the mean responses to conclude on whether or not they agree with
each strategy. Level of significance is 0.05. The scale was assigned
weightings as follows:
Strongly, agree = 5
Agree = 4
Undecided = 3
Strongly disagree = 2
83
Disagree = 1
Total = 15
A cut off point is determined by finding the mean of the nominal
value assigned to the options using the formula:
Mean = x = Σf
n
Where Σ = Summation value
n = Number of item
The mean = 15
5
= 3.00 + 0.05 = 3.05.
Table 4.3.8 Ratings of political Communication Strategies
S/N Strategies SA A UD D SDI Total
of
Resp
Total
score
ΣΣΣΣxifi
Mean
resp.
ΣΣΣΣxifin
Remark
A Public
relations
70 100 106 30 30 336 1158 3.44 Agreed
B Propaganda 100 80 80 40 36 336 1176 3.5 Agreed
C Publicity 80 60 20 20 156 336 896 2.66 Disagree
d. Political
advertising
80 50 14 54 10 336 1144 3.40 Agreed
Source: Field Survey 2005.
84
For the purpose of decision making those strategies dint had mean
responses above 3.05 were accepted as greed while those with mean
responses below 3.05 were less used by politicians.
Based on the mean responses the major strategy used much more by
the Nigerian politicians in marketing themselves is propaganda. It has a
mean response rate of 3.5. This should be expected considering the level of
falsehood some politicians disseminate via the political communication
media.
The second strategy is public relations. It had a mean response rate of
3.44. The third political communication strategy that is used sparingly is
political advertising especially during electioneering campaigns. Publicity
which had a means response rate of 2.66 is least used by politicians. Though
this does not mean that publicity is reflected to the background rather its
strategies are subsumed in propaganda and public relations
Table 4.3.9: Casting of Vote during 1999-2003 gubernatorial elections
due to messages of IEC media.
Responses Frequency Percentage
Yes 146 43.5
No 90 26.7
Cant remembers 100 29.7
Total 336 100%
Source: Field Survey 2005.
85
Table 4.3.9 above shows that 146 (43.5 percent) out 336 respondents
agreed that they voted during the 1999-2003 gubernatorial elections in the
south eastern states clue to the influence of the ICE message had on them. 90
(26.7 percent) respondent voted not because of the messages disseminated
through the IEC media, while 100 respondents representing 30 percent were
not certain whether or not they voted in the gubernatorial elections due to the
influence of IEC message they got.
Table 4.3.10: Traditional media used by south east politicians in
political mobilization in the rural areas
Media Frequency Percentage
Village square meeting 20 6
Music and dance 30 9
Town crier - 85%
Festivals 286 85
Age grade 7 -
All of the above - 100
Total 336 100%
Source: Field Survey 2005.
86
The table above indicates that 286 (85 percent) respondents said
Nigerian politicians in the south east use the traditional medium of festivals
in mobilizing supporters in the rural areas, 30 (9%) said they use traditional
music and dance while 20 respondents accounting for 6 percent said they
(politicians) use village square meeting in mobilizing support in the rural
areas.
4.4 Test of Hypotheses.
Four hypotheses were formulated for this study. For the test, we adopt
chi-square with the formula given thus:
X2 = Σ(Oi-Ei)
2
Ei
Where:
X2 = Chi-square
Oi = Observed frequency
Ei = Expected frequency
Degree of freedom = DF = (C - 1) (R - 1)
Where: DF = Degree & freedom
C = Column
R = Row
I = Constant factor
Significance level 0.05
87
Decision Rule/Criterion
The rule states that we reject null hypothesis at the appropriate degree
of freedom if calculated x2 value is greater than tabulated or critical x
2 value
and accept the alternative hypothesis otherwise we do not.
Mathematically stated; if x2, 0.05 > x
2 accept Ho otherwise do not.
Test of Hypothesis One
Ho: The content of the various IEC strategies used by south east
Governors/Politicians in marketing themselves to their target audience
are not ethical and persuasive.
Hi: The contenting the various IEC strategies used by south east
Governors/politicians in marketing themselves to their target audience
are ethical and persuasive.
4.4:1 Contingency/Test Table for Hypothesis One
Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)
2
100 83 17 289 3.4812
82 58 24 576 9.9310
20 61 -14 1681 27.5573
38 55 -17 289 5.2545
14 38 -24 576 15.1578
82 40 42 1764 44.1
X2 = 105.48
Source: Observed Frequencies were adapted from table 4.3.2, while Ei is
gotten by using thus formula
88
Ei = RTxcT
N
Where: RT = Row total
CT = Column total
n = Grand total
Calculated x2 = 105.48
Critical (Tabulated) x2 value = 5.991
DF = (3-1) (2-1)
2x1 = 2
Decision Rule/Conclusion
Since our calculated x2 value (105.48) is greater than critical x
2 value
(5.991) at 2 degree freedom, and 0.05 significant level we therefore reject
the null hypothesis and accept the alternative which states that “the content
of the various IEC strategies used by southeast Governors/politicians in
marketing themselves to their target audience are ethical and persuasive”.
Test of Hypothesis Two
Ho: The IEC strategies used among the southeast Governors/politicians
have not strengthened the opinion and beliefs of the recipients about
them or their government to a more positive position.
89
Table 4.4.2: Contingency/Test Table for Hypothesis Two
Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)
2
98 77 21 441 5.727
84 93 -9 81 0.871
20 32 -12 144 4.5
30 51 -21 441 8.647
70 61 9 81 1.327
34 22 12 144 6.545
X2 = 27.617
Source: Observed Frequencies Adapted from Table 4.3.3, while values for
expected frequencies were calculated using the formula below:
Where: RT = Row total
CT = Column total
n = Grand total
DF = (3-1) (2-1)
2 x 1 = 2
Calculated x2 = 27.617
Critical (Tabulated) x2 value = 5.991
90
Decision Rule/Conclusion
Since our calculated x2 value (27.617) is greater than critical x2 value
(5.991), we therefore reject, null hypothesis and accept the alternative and
conclude that the mc strategies used among the southeast
Governors/politicians strengthened the opinion and beliefs of the recipients
about them or their target government to a more positive position.
Test of hypothesis Three
Ho: The Governor of Enugu State in a bid to launch himself into a
political limelight (arena) did not use IEC materials much more than
die other Governors of South east states.
Table 4.4.3: Test-table for hypothesis three
Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)
2
120 96 24 376 6
22 61 -39 1521 24.934
60 44 16 256 5.818
40 64 -24 576 9.
80 41 39 1521 37.097
14 30 -16 256 8.533
= x2 = 91.382
Source: Observed Frequencies adapted from Table 4.3.5, while values for
expected frequencies (Ei) were calculated using the formula below:
91
Ei = RTxcT
n
Where: RT = Row total
CT = Column total
n = Grand total
DF = (3-1) (2-1)
2 x 1 = 2
Calculated x2 = 91.382
Critical (tabulated) x2 value = 5.991
Decision Rule/Conclusion
Since our calculated x2 value (91.382) is greater than critical x
2 value
(5.991) 0.05 significance level and 2 degree of’ freedom, we therefore reject,
null hypothesis and accept the alternative and conclude that “the governor of
Enugu State in a bid to launch himself to political limelight (arena) used
much more IEC materials than the other governors in the southeast”.
Test of Hypothesis Four
HO: Speeches, news and posters are not materials Nigerian politicians use
much more in reaching out to the people or supporters/party faithfully.
92
Table 4.4.4 Test Tables for Hypothesis Four
Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)
2
100 84 16 256 3.048
20 50.5 -30.1 906.01 17.941
82 67 -15 285 3.358
40 56 -16 225 3.820
64 34 30 900 26.470
30 45 -15 225 5
X2 = 60.115
Source: Observed Frequencies adapted from table 4.3.6, while the expected
frequencies (Ei) were calculated using the formular below:
Ei = RTxcT
n
Where: RT = Row total
CT = Coolum total
n = Grand total
DF = (3-1) (2 – 1)
2 x 1 = 2
Calculated x2 = 60.115
Critical value = 5.991
93
DF = 2
Level of significance = 0.05
Decision Rule/Conclusion
Since our calculated x2 value (60.115) is greater than critical value
(5.991) we therefore reject the null hypothesis and accept the alternative and
concludes that “speeches, news and posters are IEC materials Nigerian
politicians use much more in reaching out to the people or their supporters”.
94
CHAPTER FIVE
5.0 SUMMARY OF FINDINGS, CONCLUSION AND
RECOMMENDATIONS
5.1 Summary of Findings:
From the analysis of the data presented, some findings have been
made. They are summarized below:
1) The various IEC strategies adopted by Southeast
Governors/Politicians were assessed to be ethical and persuasive in
content. This finding holds true because of some political public
relations strategies and publicity employed by these politicians.
2) The IEC strategies used among the southeast governors cum
politicians helped in modifying and strengthening the views, and
beliefs of the recipients towards them. They now have positive image
concerning them (politician under study).
3) Among the erstwhile governors of south eastern states, former govern
or Chimaroke of Enugu state used much more IEC materials than
others to launch himself to political limelight.
4) Among the al-ray of IEC materials employed by politicians speeches,
news and posters were used much more to reach out to party
supporters and faithfully.
95
5) Propaganda strategies rank first in the political communication
strategies Nigerian politician adopt in marketing themselves or
programmes. Study by Achor (2002) also confirms this assertion.
6) Public relation is rated second among the political communication
strategies politicians adopt in marketing themselves, government
policies and decision.
7) Electorate voted in the I999-2003 gubernatorial elections due to the
message contents of the IEC packages. This does not suggest that
people did not vote willingly, but those who attract by persuasive
political message of the politicians understudy.
8) Festival which is a form of traditional communication platform is used
in the rural settings by politicians to marketing themselves and
government policies or programmes.
5.2 Conclusion
The essence of employing Information Education and Communication
strategies in political mobilization, politics, and social marketing is to
modify, or change behaviour, attitude arid belief of the target towards an
object or subject. And based on the findings of the study, such objectives
have been demonstrated. The IEC strategies employed by politicians should
be persuasive enough for them to achieve the desired objectives. They are
96
also aimed at mobilizing support for political parties, candidates and more
importantly instilling confidence among the citizenry.
Often times as discovered in this study, propaganda strategies are
employed by some dim-witted politicians in marketing government
programmes, policies and action. Because propaganda is now generally
perceived as an unethical means of promoting government, the citizenry,
views government and its officials as manipulators, liars and irresponsible.
In some quarters, politicians who understand the value of public relations are
beginning to adopt its strategies in their personal life, political activities and
social mobilizations projects.
However, for effective political marketing, various political
communication strategies must be integrated, namely, public relations
publicity, advertising, events marketing rallies, sponsorship, festivals, etc.
When all these are blended in a single IEC plan for political mobilization,
people of various background will get the message being passed across with
out resorting to the planners. A well-planned IEC campaign teaches that
political marketers should go beyond information or awareness creation to
the educating the target through vigorous explanations, instruction,
directions and other cognitive guides that will help the target audience to
97
have better understanding of a politician or a deeper knowledge about
government actions or programmes.
5.3 Recommendations
Based on the findings and conclusion, the following recommendations are
made:-
1) Political Processes (i.e. electioneering campaigns, elections) etc.
should be effectively handled by adopting ethical oriented political
marketing strategies rather than adopting unethical ways. Nigerian
politician should bear in mind that Nigerian electorate are becoming
conscious of their political activities, rights and can not be fooled
every time.
2) The marketing concept should a guiding rule in the execution of party
programmes and government action plans. The needs and wants of the
citizenry should identified at every stage of government policies or
programme and factor them in policy or programme designs and
implementations.
3) Information education and communication strategies that are ethical
should be used by Nigerian politicians in disseminating policy
decisions to the citizenry. Politicians should shun the use of negative
propaganda in marketing themselves, or government policies. This is
98
because propaganda tells half truth, manipulates people’s mind,
beliefs and attitudes.
4) Political marketing should aim at strengthening, remodifying or
changing opinions, altitudes, beliefs or values of IEC recipients
towards a more positive outcome.
5) Persuasive political communication blue print that is blended with
various ethically-oriented IEC materials should be used by politicians
for effective marketing.
99
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104
Faculty of Business Administration
Department of Marketing
University of Nigeria
Enugu Campus
15th October, 2004
Dear Sir/Madam/Miss,
I am a Postgraduate Student of the above institution currently carrying
out a research study entitled: An Evaluative Study of the Information,
Education and Communication (IEC) Strategies Employed by selected
Nigerian Politicians: A Study in Political Marketing.
For this reason, I would be grateful if you could please answer the
questions contained in the attached questionnaire to enable me accomplish
this project. The study is purely an academic exercise and as a matter of fact
your response shall only be used for this purpose and treated in utmost
confidence.
Yours Sincerely,
Alumona, Anthony
PG/M.Sc/00/30997
105
APPENDIX II
QUESTIONNAIRE
GATEGORY of respondents: Educated Voters who reside in the southeast
states in Nigeria and citizens of the southeast states residing else where in
Nigeria.
SECTION A
Personal Data:
(a) Identifying your state of origin or where you reside if you are in any
of those state of:
i. Abia State [ ]
ii. Anambra state [ ]
iii. Ebonyi State [ ]
iv. Enugu State [ ]
v. Imo State [ ]
(b) Identify you educational qualification
i. SSCE/GCE/FSLC [ ]
ii. OND/NCE [ ]
iii. First Degree/HND [ ]
iv. Postgraduate degree [ ]
(c) Gender: i. Male [ ] ii. Female [ ]
106
SECTION B
(1) Identify the communication media used by the any of the governors of
the southeast in reaching out to the masses
i. Rallies [ ]
ii. Speeches, Seminars, Conferences [ ]
iii. Banners, Stickers [ ]
iv. Posters, Billboards, Handbills [ ]
v. News Commentaries, News release [ ]
vi. Editorial/Advertorials [ ]
vii. Radio and Television [ ]
viii. Tours, music [ ]
ix. Town criers [ ]
x. Village square meeting [ ]
xi. Traditional dance etc [ ]
xii. All of the above media [ ]
(2) Do you think the message content of those media are ethical and
persuasive enough?
i. Yes, some are [ ]
ii. Not at all [ ]
iii. Can’t say [ ]
107
(3) Do you believe that the messages of the communication strategies
employed by the southeast governors/politicians influence your
behaviour, attitudes and beliefs?
i. Strongly believed [ ]
ii. Don’t believe [ ]
iii. No opinion [ ]
(4) Some of the message of these information, education and
communication (IEC) strategies are sometimes not factual and rooted
in falsehood. Do you believe that?
i. Yes [ ] ii No [ ]
(5) In your own assessment do you think Governor Chimaroke of Enugu
State use IEC packages more than other governors in a bid to launch
himself to political limelight?
i. Yes, he does [ ]
ii. Not at all [ ]
iii. I don’t think so [ ]
(6) Among the information, education and communication (IEC) media,
speeches, news and posters are used much more by Nigerian
politicians in reaching out to the masses than others. Do you agree?
i. Agreed [ ] ii. Not agree [ ] iii. Fairly agreed [ ]
108
(7) Identify other political communication strategies that are being used
by Nigeria politicians in mobilizing support?
i. Public relations [ ]
ii. Propaganda strategies [ ]
iii. Publicity [ ]
iv. Political advertising [ ]
v. All of the above [ ]
(8) Some experts in political issues are saying that politicians use much
more propaganda strategies than other political communications. Do
you support that statement?
i. Yes [ ] ii. No [ ] iii. No comment [ ]
(9) Did you vote to any of these southeast governors during the last
gubernatorial elections due to the messages of their communication
media?
i. I did not vote [ ] ii. Yes, I voted because of it [ ]
iii. Not at all [ ]
(10) Identify the traditional medium or media the southeast politicians use
much more in mobilizing support in the rural areas.
i. Village square meeting [ ]
ii. Traditional music and dance [ ]
109
iii. Town crier [ ]
iv. Festivals [ ]
v. Age grade [ ]
vi. All of the above [ ]
(11) How often do you read and content of the communication media or
listen to the radio or see the IEC materials from government?
i. Very often [ ] ii. Once in two months [ ]
iii. Almost everyday [ ]
(12) What advice do you have for the governors of southeast in relation to
their use of IEC materials in selling themselves/their government? ----
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