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ABSTRACT
The impact of public relations techniques in sustaining Democratic practice in Nigeria (A case study of Dr. Goodluck Ebele Jonathan’s administration from 2010 – 2014). In the history of Nigeria a concerted efforts were made to maintain a lasting but genuine democracy, which was spearheaded by new polices and information. Based on public relation impact the chapter one of this project, will deal with the introduction and general background of the study, statement of the introduction, objective of the study. While in chapter two, literature review and the theoretical framework will be discovered. Also chapter three focuses on the research methodology, chapter four will treat data presentation and analysis, chapter five of the study will focus on summary, recommendations and conclusion. And for the research to have a solid bases, data will be collected from both primary and secondary sources of information and have to be analyzed with much statistical model.
TABLE OF CONTENTS
Cover page i
Dedication ii
Certification iii
Abstract iv
Acknowledgement v
Table of contents vi
List of Table vii
CHAPTER ONE 1
Introduction 2
1.1 Background to the study 3
1.2 Statement of the problem 4
1.3 Purpose of the study 5
1.4 Research Questions 6
1.5 Research Hypothesis 7
1.6 Significance of the study 8
1.7 Scope of the study (or delimitation) 9
1.8 Definition of terms 10
CHAPTER TWO
Review of Related Literature 11
2.1 Introduction 12
2.2 Definition of Public relation 12
2.3 The concept of democracy 14
2.4 Public relation in politics 15
2.5 Theoretical framework 19
2.6 Public relation and how ownership of media affects the voting
Pattern of Nigerian electorate 22
2.7 Summary of literature review 27
CHAPTER THREE:
Research Methodology 29
3.1 Introduction 29
3.2 The design of the study 30
3.3 The population of the study 30
3.4 The sampling and sampling techniques used 31
3.5 Development of research instrument 31
3.6 Validation and reliability of the instrument used 32
3.7 Administration of the instrument 33
3.8 Data analysis procedures/techniques 33
CHAPTER FOUR
Data Presentation, Analysis and Discussion 34
4.1 Introduction 34
4.2 Presentation of data 34
4.3 Data analysis 35
List of Tables
Table 1 Gender of respondents 36
Table 2 Response rate 36
Table 3 Distribution of response by age 37
Table 4 Distribution of respondent by marital status 38
Table 5 Distribution by educational levels 38
Table 6 Do you agree that public relations impact the voting pattern of
Nigeria electorates 39
Table 7 If the answer to the questions above is “Yes” to what extent? 40
Table 8 Do you agree that public relation message help in sustaining democracy? 40
Table 9 Do you agree that there is a relationship between public relations and
mass media? 41
Table 10 Do you agree Nigerian electorates have access to mass media? 42
Table 11 Can a candidate be sold to the electorates through public relations
activities? 42
Table 12 Do public relation create a two way communication flow between
the electorates and those they vote for? 43
Table 13 Do public relations activities make or mar the chances of winning
election in Nigeria? 44
4.4 Discussion of data 44
CHAPTER FIVE
Summary, Conclusion and Recommendation 48
5.1 Summary 48
5.2 Conclusion 50
5.3 Recommendation 51
References 53
Appendix 54
Questionnaires 55
CHAPTER ONE
INTRODUCTION
1.1 BACKGROUND TO THE STUDY
Public relations key role in democratic governance has been recognised since the late 17th century, and remains a fundamental principle of modern day democratic practices.
Public relation can promote democracy by among all other things, educating voters, protecting human rights, promoting tolerance among various social groups and ensuring that government are transparent and accountable.
The study is geared towards determining influence of public relations on the voting pattern of Nigerian electorates.
Looking at the past history of Nigeria, one must survey observe the concerted efforts Nigeria has made to maintain a good practice of democracy in the country. This pioneered project was set in 1992 by Clifford’s constitution that gives Nigeria the legislative council.
As a result of this, the constitution came up with such features like, the elective principle, a new wakening in the political activities. Consequently, the Nigerian National Democratic Party was formed in 1928 by Herbert Macauley and Newspapers that reported most of the political party activities sprang up in Lagos and other parts of West African countries.
Indeed, the period between 2006 – 2010 before the election of President Goodluck Ebele Jonathan’s administration, was more of a struggle for political power exemplary of the military coup.
It must be noted that this electoral feature cannot be easily achieved without appropriate use of public relations activities no wonder Nwachukwu E. Nwosu (1990 – 231) wrote that, organized public relation is a concept that is now generally known in Nigeria, even though the meaning attached to it by different people. The uses to which people, institution or organization put it into significantly.
Due to the influence of public relations on the voting pattern of Nigerian electorates such formerly journalists in Nigeria like Herbert Macaulay, Nnamdi Azikiwe, Obafemi Awolowo and a host of others, had been able to organize powerful political association. They also influence the voters in choosing their leaders on those they meant to represent them both within and outside the country.
One must also note that, most countries, Nigeria inclusive have had to contain with liable sufferings under the severe strangle hold of oppressive and undemocratic regimes like the military. But thanks to public relations activities and its practitioners like journalists, Nigeria electorates are now made to realize who is a true leader or not. It must be understood that the media determine the pattern of voting in any democratic society. This is because at any time of the day or night, information is being generated disseminated which in turn leads to two – way communication flow between the encoder and the decoder. This idea is best achieve during elections by the use o public relations activities.
To be truthful, out of the fifty-four years of the Nigerian independence, politics has only fifty years and leaving the bulk of the four years to military. The role of public relations practitioners in entraining achieving and maintaining democracy has been changing but encouraging.
The agenda setting theory of the press as propounded by Kunezik (1998:22) provided a functional model for the analysis of the journalistic role in political evolution and maintaining a genuine democracy through public relations. These roles are as follows:
- Making sure that the democratic system is organized through elections. This is because political parties are organizations competing to govern societies through elections. If there are no elections, political parties would not have had the opportunity to govern or rule societies. And they cannot achieve this without public relations which enables them to sustained their party ideologies, individual personality and setting their manifestoes.
- Enlightening the people (electorates) on the need and importance of democracy.
This is because the agenda setting theory proposes that the public agenda of what kind of things the people discuss, think and worry about are powerfully shaped and directed by what the news media choose to publicize.
This means that, Nigerian electorates are usually influenced by public relations, voters in choosing their leaders on those they meant to represent them both within and outside the country.
- Entertaining the electorates with information and other well-packed promotion and other well-packaged programs that would enable public relations activities to flourish during election.
- Appropriate use of radio, television, newspaper, magazines, billboards, posters and through interpersonal communication to influence the voting pattern of Nigerian electorates is also necessary. Others are quizzes, seminars, lectures, discussion talk documentaries and profile interviews. These are some of the educational/political campaign programs designed and packaged by the public relations practitioners to enlighten electorates.
The question that really comes to mind “what are electorates disposition to public message? Disposition according to Oxford Advanced Learners’ Dictionary is a person’s imagination towards something or a person’s feelings towards something. This definition is important since the research is geared towards determining the influence of public relations on the voting pattern of Nigerian electorates.
1.2 STATEMENT OF THE RESEARCH PROBLEM
In the course of this research work, the researcher discovered the impact of public on the voting pattern of Nigerian electorates cannot be overemphasized.
1.3 PURPOSE OF THE STUDY
One of the purpose of this study is to find out the extent public relations activities impact the voting pattern of Nigeria electorates with particular reference to Dr. Goodluck Ebele Jonathan administration.
Also, the study intends to ascertain the way electorates perceive and understand public messages and whether there is a relationship between the public relations messages and the voting pattern of the electorates during Goodluck’s 2011 electioneering campaign.
More importantly, the study is aimed at formulating, strategies to help public relations practitioners via the mass media in mobilizing the electorates by studying the efforts of such campaign on them during 2011 campaign.
1.4 RESEARCH QUESTIONS
In this study, an attempt would be made to answer the following questions:
- Are the Nigerian electorates influenced by public relations activities?
- Do the electorates have access to the mass media?
- Do public relations messages have direct relationship with the voting behaviour of the electorates?
- To what extent do public relations influence the voting pattern of the elections?
1.5 RESEARCH HYPOTHESIS
To find answer to the research problem and questions, the following hypothesis, were drawn:
H1: The Nigerian electorates are influenced by public relations activities.
HO: The Nigerian electorates are not influenced by public relations activities.
H2: The electorates have access to mass media.
HO: The electorates do not have access to mass media.
H3: Public relations messages have direct relationship with the voting behaviour of the electorates.
H4: Public relations messages influence the voting pattern of the electorates
HO: Public relations messages do not influence the voting pattern of the electorates.
1.6 SIGNIFICANCE OF THE STUDY
Since communication is required in every society, public relation activities remain too, for good political involvement, national development and proper administration.
As a result of this, it is hoped that if the researchers work is carefully carried out to a logical conclusion, it would help public relations operators to evaluate their abilities to impact political campaign on the electorates.
If it is properly concluded as it would, it will benefit the three tiers of government to understand the best way to mobilize the electorates politically, particularly now that Nigeria is experiencing a nascent democracy.
Finally, it is hoped that this study would benefit future researcher on the influence of public relation on the voting pattern of Nigeria electorates.
It will also make democracy a lasting form of government.
1.7 SCOPE OF THE STUDY/DELIMITATION
The focus of this research work is that public relations practitioners will continuously by at their peak in sustaining democracy in Nigeria through their ability to keep records and make further enquires on the promotion of free and fair elections. As this will certainly promote Nigeria democracy.
It also assumes that through this research work, Nigeria will be greatly equipped on how to tackle election problems after the end of Goodluck’s administration in
Due to true frame and financial constraints the study did not receive adequate data collection and their relevant information required by the researcher.
The researcher could not travel far and wide to get in touch with most of the respondents for the study. Other impending factors includes shortage of materials which includes newspaper, magazines, journals book by experts in public relations and politics and the unwillingness of some people in giving reliable information needed by the researcher.
1.8 DEFINITION OF TERMS
PUBLIC RELATIONS: the work of presenting a good image of an organization to the public especially by providing information.
Operational Meaning: the management of communication between an organization and its public.
MASS MEDIA
Conceptual Meaning: the mass communication channels for the dissemination of information including political campaign to the public.
Operational Meaning: a social agent of socialization charged with changing behaviour/attitude of the public communication.
VOTE
Conceptual Meaning: right to give an expression to opinion.
Operational Meaning: casting of votes by Nigerian electorates in 1999 general elections.
PATTERN
Conceptual Meaning: serving as a model
Operational Meaning: manner of voting in Nigerian electorates in
ELECTORATES
Conceptual Meaning: All those people who are qualified to vote.
Operational Meaning: People who are qualified to vote during general elections and who really voted.
INFLUENCE
Conceptual Meaning: The power to affect somebody’s actions, character of beliefs.
Operational Meaning: The power of public relations messages to affect the character/behaviour of the electorates in Nigeria.