EVALUATION OF THE IMPACT OF TRADITIONAL MEDIA ON POLITICAL POLARISATION IN NIGERIA

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

The media encompasses both conventional forms, such as print, radio, and television, as well as contemporary forms disseminated online via websites, mobile applications, and social media platforms. Regardless of its form, the media plays an essential role in the information landscape, significantly influencing the framing of political and social matters while educating the public about important events, frequently moulding their comprehension of crucial issues along the way (Abubakar, 2020). Consequently, the source of one's information can profoundly influence their comprehension of events and their view of society. The media exerts significant influence; thus, as the media landscape grows increasingly fragmented and disinformation becomes more widespread, it is essential to scrutinise the role that the media might be playing in exacerbating polarisation, populism, and extremism in Nigeria (Ardèvol-Abreu & Gil de Zúñiga, 2017). Within the realm of Nigerian politics, conventional media serves a crucial function in moulding public sentiment, affecting electoral choices, and structuring political dialogue. Throughout the years, the media has functioned as a conduit for political parties, candidates, and interest groups to convey their messages to the electorate (Abubakar, 2020). Nonetheless, its contribution to the intensification of political polarisation in Nigeria has prompted significant apprehension, particularly as political divisions grow increasingly evident.

Polarisation is characterised by a divergence of opinions towards opposing ideological extremes, which can be examined both as a state of being and as a process that unfolds over time (Bail et al., 2018). This can also be interpreted as a behaviour, illustrating how individuals within a group align themselves around a certain activity, such as viewing a specific news channel (Banks et al., 2021). Polarisation causes individuals to perceive intricate social matters in simplistic, dichotomous terms, resulting in stark contrasts and conflicts with those who hold differing perspectives. These clashes are distinct and should not be conflated with typical disagreements in which individuals present and support varying perspectives. Engaging in discussions about significant matters is advantageous; nonetheless, the tendency to marginalise groups with differing perspectives—frequently observed in polarised environments—impedes constructive dialogue within a democratic framework.

Polarisation creates significant divisions within society that can, though not invariably, foster conditions conducive to the emergence of extremist ideologies and movements (Chase, 2018). Extremism thrives on division as it aims to promote a belief system rooted in notions of superiority and a conflict between an identity-based “in-group” and a “out-group,” characterised by a “us versus them” mentality (Berger, 2018). In this conflict, the “other” is often stripped of their humanity; this is accompanied by patronising and animosity-laden perspectives and behaviours (Bail et al., 2018).

The historical significance of conventional media in Nigeria can be traced to the colonial period, during which it functioned as a medium for political engagement and the fostering of national awareness (Asemah, 2017). Following independence, the media landscape transformed with the emergence of varied perspectives; however, it has faced significant obstacles, including censorship, governmental oversight, and the sway of political elites (Ikelegbe, 2016). In light of these obstacles, conventional media continues to serve as a primary source of information for numerous Nigerians, particularly in rural regions where internet access is constrained.

Conventional media possesses the capacity to shape public opinion and political involvement via news dissemination, commentary, and analytical discourse. The political landscape of Nigeria has historically been influenced by various ethnic, regional, and religious divisions, which frequently determine the political loyalties of its populace. Conventional media platforms, influenced by various political or regional agendas, frequently mirror and perpetuate these divisions. The manner in which the media presents political issues has the potential to foster cohesion or deepen pre-existing divides (Ojo & Akinola, 2020). In election seasons, the media often magnifies the distinctions between political parties and candidates, occasionally exacerbating polarisation. For example, attention-grabbing headlines, partial reporting, and the selective presentation of political events are prevalent strategies employed by conventional media organisations to draw interest, frequently compromising the integrity of balanced reporting (Obi, 2018).

In Nigeria, traditional media functions within a fiercely competitive landscape, with newspapers, radio, and television stations competing for both readership and viewership (Adeleke, 2019). In this competitive landscape, certain media organisations align themselves with specific political parties or ethnic groups to cultivate a dedicated audience base. Furthermore, the existence of media outlets that align with particular political agendas can strengthen pre-existing biases within their audiences, resulting in an echo chamber phenomenon (Ojebode, 2015; Adibe, 2018). This type of reporting frequently exacerbates political tensions and intensifies polarisation, as audiences encounter material that confirms their existing biases (Adeleke, 2020).

The interplay between media consumption habits and political polarisation is intricate. Studies demonstrate that those who engage with news from biassed outlets tend to embrace more radical political viewpoints (Levendusky, 2017). In Nigeria, this phenomenon is apparent as individuals progressively favour media platforms that resonate with their political ideologies, thereby deepening societal divisions (Nwodu & Arah, 2018). This phenomenon prompts an examination of the influence of traditional media in either alleviating or intensifying political polarisation.

The ongoing challenges of political polarisation in Nigeria cast a shadow over the future of traditional media. The emergence of digital media has significantly altered the media environment, as numerous Nigerians increasingly seek news and information through online platforms (Mbah, 2020). This transition offers the potential for a broader range of perspectives, yet it simultaneously introduces the dangers of misinformation and increased polarisation (Mayo & Mbagwu, 2021). Considering the profound effect of traditional media on political dynamics, it is crucial to assess its role in shaping political polarisation in Nigeria. This research seeks to investigate the influence of traditional media on contemporary political discourse, analysing its capacity to serve as a cohesive element as well as its impact on exacerbating divisions.

1.2 Statement of the Problem

The phenomenon of political polarisation in Nigeria has escalated in recent years, characterised by increasingly profound ideological rifts among diverse ethnic and political factions. This division presents considerable obstacles to the nation's democratic integrity and social unity. Conventional media, including newspapers, radio, and television, has long been instrumental in influencing political dialogue and shaping public opinion. Nonetheless, the impact of conventional media on political division is still inadequately examined, necessitating an in-depth inquiry.

The conventional media landscape in Nigeria possesses the capacity to enlighten, educate, and shape public perception. Nevertheless, there is an escalating apprehension regarding the extent to which this media environment might be fostering the deepening division of political perspectives among Nigerians. Studies demonstrate that the way media presents information can profoundly influence how audiences perceive and respond to various issues (Levendusky, 2017). In an environment where conventional media frequently aligns with particular political agendas, the likelihood of partial reporting and sensationalism can intensify pre-existing divisions (Adeleke, 2019). The inquiry is posed: to what degree does conventional media influence or alleviate political division in Nigeria?

The phenomenon of biassed reporting in conventional media platforms has become increasingly common, as numerous journalists and media organisations reveal ideological affiliations that correspond with specific political parties or ethnic communities (Nwodu & Arah, 2018). This partisanship presents significant concerns regarding the impartiality of news reporting and its effects on civic participation. The predominance of media consumers obtaining information from sources that align with their established beliefs can result in an echo chamber effect, thereby deepening polarised perspectives (Levendusky, 2017). Therefore, comprehending the intricacies of partisan reporting in conventional media is essential for tackling the issue of political polarisation.

The patterns of consumption associated with traditional media warrant careful examination. A significant number of Nigerians depend on television and radio as sources of political information, especially in rural regions where internet connectivity is scarce (Mbah, 2020). This dependence prompts apprehensions regarding the calibre and variety of information obtained. As individuals engage with media sources that align with their political perspectives, the likelihood of encountering misinformation and manipulation escalates, further exacerbating the division of public opinion (Obi, 2018). An analysis of the ways various demographics interact with traditional media can yield valuable insights into the wider consequences for political polarisation in Nigeria.

The ramifications of polarisation on society and governance are significant. Intensified divisions may result in escalated political violence, social turmoil, and a decline in confidence in democratic institutions (Ikelegbe, 2016). The political landscape in Nigeria is marked by significant tensions, and the influence of traditional media in either exacerbating or mitigating these tensions is essential for comprehending the overall state of Nigeria's democracy. Considering the historical backdrop of ethnic and regional conflicts in Nigeria, the impact of traditional media on political division is significant and warrants careful examination.

The significant influence of traditional media on political discourse is evident; however, there remains a notable deficiency in empirical research that thoroughly assesses its effects on political polarisation in Nigeria. Current research frequently emphasises social media and its impacts, overlooking the significant role of traditional media. This deficiency in existing research highlights the necessity for a comprehensive assessment of the role traditional media plays in the present landscape of political polarisation in Nigeria. By addressing this gap, the proposed study seeks to offer a detailed exploration of the connection between traditional media and political polarisation, ultimately aiding in the development of strategies for fostering a more unified political landscape.

1.3 Objectives of the study

The primary objective of this study is to critically evaluate the impact of traditional media on political polarisation in Nigeria. Specific objectives of this study are to:

1. To examine the impact of traditional media outlets in shaping public opinion in Nigeria

2. To examine how traditional media contributes to political polarization through biased or selective reporting in Nigeria

3. To identify the impact of traditional media outlets in reinforcing ethnic, religious, and regional divisions in Nigeria’s political landscape

4. To analyze the impact of traditional media's coverage of elections on voter behavior in Nigeria

1.4 Research Questions

The following research questions which are in line with the objectives of this study will be answered in this study:

1. 1. 1. What is the impact of traditional media outlets in shaping public opinion in Nigeria?

      2. How does traditional media contribute to political polarization through biased or selective reporting in Nigeria?

      3. What is the impact of traditional media outlets in reinforcing ethnic, religious, and regional divisions in Nigeria’s political landscape?

      4. What is the impact of traditional media's coverage of elections on voter behavior in Nigeria?

1.5 Research Hypotheses

To determine the effectiveness of this study, the following research null hypotheses will be formulated to guide the study and it will be tested at 0.05% levels of significance.:

Ho: Traditional media outlets has no significant impact in reinforcing ethnic, religious, and regional divisions in Nigeria’s political landscape

Ha: Traditional media outlets has a significant impact in reinforcing ethnic, religious, and regional divisions in Nigeria’s political landscape

1.6 Significance of the study

The importance of this research reaches into various areas of society. The findings will guide policy development, refine journalistic methodologies, elevate political discourse, strengthen civil society, and cultivate a more active and informed populace. This research seeks to illuminate the intricate relationship between traditional media and political polarisation, with the intention of fostering a constructive impact on Nigeria's democratic development and social unity. The examination of traditional media's influence on political polarisation in Nigeria is of great importance to a range of stakeholders, such as policymakers, media professionals, political entities, civil society groups, and the broader public.

This research offers essential insights for those in positions of authority regarding the influence of traditional media on public perception and political discourse. Grasping the intricacies of media influence can assist in formulating guidelines that foster ethical journalism and support equitable reporting. This understanding can cultivate a setting in which media acts as an instrument for national cohesion instead of fragmentation, thereby improving the quality of democratic governance.

The findings of this study present substantial advantages for media practitioners. Journalists and editors may enhance their comprehension of the ramifications of their reporting methodologies and the possible outcomes of biassed coverage. This understanding may inspire media practitioners to embrace more principled journalism methods that emphasise precision and neutrality, thus fostering a more robust political environment.

Political parties may derive significant understanding from the findings of the research. By comprehending the influence of traditional media on voter perceptions and political affiliations, parties can enhance their communication strategies and outreach initiatives. This understanding allows for more effective and responsible engagement with the electorate, fostering dialogue rather than division.

Organisations within civil society, frequently championing democratic principles and human rights, may leverage the findings to strengthen their campaigns and initiatives. By acknowledging the influence of traditional media in either alleviating or intensifying polarisation, these entities can create focused initiatives that enhance media literacy among the populace. This enhancement will enable individuals to evaluate the information they encounter critically, resulting in a more knowledgeable and participatory society.

The broader community will likewise gain from the findings of this research. Individuals will develop a deeper comprehension of the media's influence on political perspectives and the significance of pursuing a variety of viewpoints. Heightened awareness of the impact of media can promote a more discerning approach to news consumption, cultivating a culture of informed dialogue that surpasses partisan boundaries.

Furthermore, this research enhances scholarly dialogue by addressing notable deficiencies in the literature concerning the influence of media on political polarisation in Nigeria. Academics and investigators will consider the results significant for upcoming enquiries, encouraging deeper investigation into the changing influence of media within political frameworks.

1.7 Scope of the study

Broadly, this study focus is to critically evaluate the impact of traditional media on political polarisation in Nigeria. Empirically, the study will explore the impact of traditional media outlets in shaping public opinion in Nigeria, how traditional media contributes to political polarization through biased or selective reporting in Nigeria, the impact of traditional media outlets in reinforcing ethnic, religious, and regional divisions in Nigeria’s political landscape and the impact of traditional media's coverage of elections on voter behavior in Nigeria.

Geographically, the study will be carried out in Ikere-Ekitii, Ekitii state.

1.8 Limitations of the study

Throughout the investigation, the researchers meticulously examined the fundamental limitations inherent in all human behaviours. A significant obstacle encountered was the insufficient examination in the scholarly investigation of the topic. A crucial element that influenced the circumstances was the restricted access to data concerning evaluation of the impact of traditional media on political polarisation in Nigeria. In light of the undertaking, it proved to be quite challenging to locate the necessary materials, texts, or information, as well as to systematically arrange the data, necessitating a considerable allocation of time and effort.

Furthermore, the results of the study may be limited by the small sample size and the particular focus of the research, which is predominantly centred on Ikere-Ekitii, Ekitii state. The findings of the study possess restricted practical significance, underscoring the necessity for additional investigation.

Furthermore, the individual faced considerable restrictions stemming from financial limitations. As an individual pursuing academic excellence amidst financial limitations, they had to thoughtfully maneuver through these obstacles along their educational journey. The increased transportation costs at the research site presented a considerable obstacle in fulfilling the financial responsibilities associated with travel expenses.

Furthermore, the individual adhered to a demanding timetable due to their academic responsibilities, which included attending lectures and engaging in various educational activities.

1.9 Definition of terms

Political polarization: Political polarization is a state in which the opinions, beliefs, or interests of a group or society no longer range along a continuum but become concentrated at opposing extremes.

Echo chamber: Echo chamber is an environment in which a person encounters only beliefs or opinions that coincide with their own, so that their existing views are reinforced and alternative ideas are not considered.

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