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ABSTRACT

The card reader innovation in the 2015 general elections tended to be demanding of the media to set agenda for national acceptance. Hence, this study examined the frequency and the impact of broadcast media sensitization on voter’s use of card readers in the 2015 general elections in Nigeria. The study adopted a mixed research design, using structured questionnaire and interviews as instruments to aggregate the views of select Nigerians. Anchored on the Diffusion of Innovation and Agenda Setting theories, multistage sampling was used to sample 400 respondents and 18 interviewees across the six geopolitical zones. Results showed that the broadcast media frequently reported and significantly impacted the electorate’s choice to trust and accept to use card readers for the 2015 general elections. The study demonstrated a corresponding implication of this, which is that the broadcast media had a significant upward impact on the 2015 electoral participation. Concluding that the broadcast media were able to persuade Nigerians to use the card readers in the 2015 elections, the paper recommends a continuous media sensitization on the importance of card readers and improving voting technologies beyond electioneering periods.

 KEYWORDS: Card Readers, Impact, Sensitization, Broadcast Media, General Elections, Electoral Participation

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