Campaign propaganda, electoral outcome and the dynamics of governance in the post-2015 presidential election in Nigeria

Abstract

This study evaluates the impact of campaign propaganda on both the outcome of the 2015 presidential poll and post-election governance in Nigeria. It specifically analyses how ethno-religious campaign messages of the two major political parties determined the rational voting choices of individuals, the triumph of an opposition party, and the policy direction of the winning party. This study is qualitative and it is derived from the Rational Choice theory. It notes that politicians exploit their influence on the media to promote campaign messages immersed in ethno-religious sentiments to determine electoral outcomes. Thus, the media were a willing tool for political actors and foreign interests to spread controversial messages and a campaign of calumny against perceived opponents. While campaign propaganda filled with hate speeches and questionable information contributed to the historic defeat of an incumbent in the Nigeria’s 2015 presidential poll, evidence suggest that the winning party has not substantially fulfilled its electoral promises five years after political ascendancy. The paper therefore recommends expansion of the constitutional roles of the Election Management Body, massive political enlightenment engagement, and establishment/strengthening of key democratic institutions.