Current Volume 9
Framing Effects of Political Advertising on Electoral Decision-Making: Evidence from the Ondo State Governorship Election
Abstract
This study evaluates how the framing of political advertising shapes voter perceptions and choices in a sub-national Nigerian election. Drawing on framing theory (Entman, 1993) and the agenda-setting framework (McCombs & Shaw, 1972), and considering media literacy/political efficacy as moderating factors (Scheufele & Nisbet, 2012), we analyse campaign communication during the Ondo State governorship election. A mixed-methods design combined quantitative content analysis of 120 print advertisements across four newspapers with a survey of 400 registered voters spanning the state’s three senatorial districts. Intercoder reliability for content coding was substantial (κ = 0.81). Regression models indicate that exposure to reform-oriented, experienced-leader, and outsider/challenger frames significantly predicted issue prioritization and candidate evaluations, while negative and emotive appeals increased recall but had mixed effects on trust. Interaction tests show that voters with higher political efficacy and media literacy were less susceptible to manipulative framing, highlighting the buffering function of literacy. The findings extend African political communication scholarship by demonstrating the potency of framing in sub-national contests and underscore implications for advertising regulation, media ethics, and voter education. We recommend stricter enforcement of advertising standards, integrating media literacy into civic curricula, and newsroom commitments to fact-checking campaign claims.
Keywords
Political Advertising, Framing; Agenda-Setting, Media Literacy, Electoral Decision-Making, Ondo State, Nigeria
Citations
IRE Journals:
Adedowole, I. F "Framing Effects of Political Advertising on Electoral Decision-Making: Evidence from the Ondo State Governorship Election" Iconic Research And Engineering Journals Volume 6 Issue 10 2023 Page 1176-1182 https://doi.org/10.64388/IREV6I10-1718304
IEEE:
Adedowole, I. F
"Framing Effects of Political Advertising on Electoral Decision-Making: Evidence from the Ondo State Governorship Election" Iconic Research And Engineering Journals, 6(10) https://doi.org/10.64388/IREV6I10-1718304
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