Objectivity In The Role Of Nigerian Television Authority In The Mobilization Of Electorate For 2019 Oyo Gubernatorial Election

INTRODUCTION

1.1 Background of the study

The expansion and development of the media sector has had a direct influence on  political development. Nowadays, it is nearly difficult to find  campaign, polical talks that do not include public relations like TV programs – chat shows, news, newspapers, magazines, and so on (Ngara and Esebonu2018).  The major reason for this is that media and public relations are inextricably linked. It should be noted that the presence of public relations in media is greater during election campaigns because political parties and politicians attempt all they can to influence the editorial line of newscasts in order to achieve their political aims. According to Ogwezzy-Ndisika, (2018), in the political news industry, political parties and politicians would go to any length to influence the editorial line of media channels and other sources in order to achieve their goals. Politics, more than any other industry, imposes its own agenda on the media. As a consequence, you must follow their [the politicians'] agenda and, as a result, rely on news from press offices for political mobilization. Whereas in other industries, you have the freedom to pick your themes, in politics, politicians and their press offices set the agenda through the media. 

Undoubtedly, the Nigerian democratic system relies heavily on the media. They have specifically played key roles in the election process by serving as major sources of information, offering essentially free and trustworthy details that have led to more balanced education and opinion formation among the voting population.  In support of thi Omoera(2016) opined that the Nigerian media, recognized for their vibrancy, diversity, boisterousness, and, in the case of the public owned broadcast media, blind follower behavior, have done their responsibilities within current circumstances throughout electioneering times in the country. (Pate 2015 p3). Looking back to the history of Nigerian elections, the foregoing remark by Pate may be clearly appreciated. Because elections are the lifeblood of modern democracy, the frequency, fairness, and openness of such elections through public relations are critical to the polity's political stability.

Since the country's restoration to democratic government in 1999,the Nigerian media have been essential stakeholders in the country's present political regime, particularly during elections. They have been actively involved in creating the agenda for political discourse, offering viewpoints and direction on political debates, framing the agenda for political choices, and mobilizing for public engagement in political activities.  The country has evolved through a series of development efforts aimed at establishing her as a viable, independent state. The ingenuity with which government’s policy makers draft development policies and guidelines for development programs has been the starting off point to indicate the purpose such government’s seek to achieve. However when a government enjoys a good union with its developmental strategies, such a government more often than not, excels in elevating its society’s standards.But when a government does not get any support from the masses, this can become an impediment to the success of such development.

1.2 Statement of the problem

Nigerian political history is never complete without mentioning the critical role of Nigerian media. It is a well-known fact that under democratic dispensation, the mass media are not simply referred to as the fourth estate of the realm, but are recognized and accorded respect due to the privilege, that is to say, societies have granted the press its right and place in political and democratic processes, as well as function and responsibility in the administration or how men are governed globally. The above examples demonstrate why "societies" place a high value on election coverage. According to Orhewere (2003, p.140), in the past, the Nigerian media did not demonstrate enough dedication to professional ethnics, leading to the electoral crisis in western Nigeria in 1965 and following elections. Newson and Scolt (1981), on the other hand, believe that the most beneficial public relations effort is that which is intended to prevent or at least solve issues while they are minor. According to Jeffkin (1998:9), public relations also deals with a world of hatred, prejudice, indifference, and ignorance, which can lead to an unjust contemporary image. This frequently turns public relations into a problem-solving business, with the emphasis on how to obtain knowledge of one or more issues.

Examining the role of the mass media during the 2019 General Elections reveals a blatant disregard for not only the cardinal principle of journalistic practice by all stakeholders - politicians, mass media institutions, and their owners - but also a palpable assault on societal solidarity and harmony. Independent observers have given conflicting judgments of the media's performance during the election. The Transition Monitoring Group, a coalition of civil society organizations, said that the election was heavily and comprehensively covered by the media (Zaggi, 2015). They have allotted a lot of room and air time to the process, both individually and collectively. While certain elements of the media were stated to have attempted to report objectively, ethically, professionally, and in accordance with the Electoral Act, many others were accused of prejudice, denial of access, and professional misconduct.

Because political parties use massive public relations campaigns to gain public understanding and maintain mutual relationships, political parties must understand changes in the state structure and be able to choose an effective communication strategy to reach the target audience in order to influence political participation elections. Although there is a small body of literature on the influence of mass media on political participation, little attention has been paid to the role of public relations in recent elections; thus, in order to fill this perceived gap, the researcher seeks to investigate objectivity in the role of Nigerian television authority in the mobilization of electorate for 2019 Oyo gubernatorial election.