Communication largely shaped outcome of presidential election?

All Nigerians, including businessmen and women must be heaving sighs of relief as the presidential election, which generated much ‘noise’ and tension has been concluded.

According to observers, this was the first time a near free and fair election was held as INEC introduced a biometric data voter ID cards. Perhaps the confidence in the electoral body for a transparent election gave the oppositions courage to push ahead with powerful communication.

Before the February 14, the date earlier scheduled for the election, Jonathan was either over-confident or never knew the power of the media as the opposition gained much ground. The six weeks postponement, according to a report, “allowed the embattled President Goodluck Jonathan to take several pragmatic steps to claw back lost electoral momentum”.

The March 28 presidential election was one of the most hotly contested as PDP, APC and other major parties massively employed the media to communicate to the electorate. This is with the understanding that the election was going to be free and fair against the previous elections understood to have been rigged.

Newspapers, billboards, TV, the social media and the roads were taken over by campaign materials. The massive communication assisted to jolt debate and discussion among the citizenry as many groups and individuals which hitherto could have been lukewarm had interest in politics.

Akonte Ekine, a marketing communication practitioner, who assessed the depth of communication said the “investment in communication during this election is unprecedented and somehow the electorate aside knowing the issues is also a critical part of the issues.

“Even though the parties are making claims and counter claims, the audience was able to discern the truth in the campaign messages.”

He said that while ethnic and religious cards could have influenced voting, the electorate was guided by their understanding partly informed by the messages as “some messages were apt while others were less edifying but ultimately.”

Another marketing communication expert in Ikeja who prefers anonymity said in in spite of the result, the Jonathan administration deserves commendation for enthroning an electoral process that gave Nigerians hope of having government by the people, for the people and for the people.

Daniel Obi