VOTERS PERCEPTION OF POLITICAL ADVERTISEMENTS AND ITS INFLUENCE ON PREFERRED GUBERNATORIAL CANDIDATE: A STUDY OF THE 2023 POLLS IN RIVERS STATE

Abstract

The study examined the perception of Rivers State indigene on the influence of political advertisement on voter preference for gubernatorial candidates in the 2023 election. To guide the study three objectives and research question were used, the study was anchored on Framing theory. The survey research design was used for the study, with a population 7,304,196 and a sample size of 384. Questionnaire was used as instrument to elicit response from respondents. The data generated through the questionnaire was categorized and represented in frequency tables, which was thereafter analyzed, using weighted mean score.  The study found out that Rivers State voters’ perception of political advertisement varies from one person to another. Voter’s believability of political advertisement in Rivers State is high in the 2023 gubernatorial election. The level of importance voters’ attach to political advertisement is moderate in the 2023 gubernatorial election in Rivers State. Political advertisement was seen as one of the factors that influenced voters’ preference in the 2023 gubernatorial election in Rivers State and factors like tribe and god-fatherism were seen as some of the elements that influence voters’ preference in the 2023 general election. The study recommends that Voters in Rivers States are entitled to their perception on political advertisement. Voters should always look at the antecedents of any political candidate before believing in whatever they have to say on their political advertisement. Voters should attach less importance to political advertisement and focus on the integrity of the candidate. Voters in Rivers has a right to be influenced by political advertisement and finally voters in Rivers State should grow above tribal, religion and god-fatherism, but rather focus on the pedigree of candidates.