NIGERIAN MEDIA AUDIENCE IN THE ELECTORAL SEASON: OPPORTUNITIES AND PRECAUTIONS

Abstract

As it is in times of emergencies, the time of election in Nigeria is a time that media audience depends heavily on the media for information, education and guidance. Studies concentrating on the role of media in elections are large. However, studies that examine the subject from the viewpoint of media audience are scant. In this paper, arguing from the perspectives of media audience, we explain that the media in Nigeria presents abundant opportunities for voter education, postelection information and feedback loop. We however, we caution that these opportunities cannot be grabbed without precautions given the trust deficit imposed by media ownership by politicians, and the lopsided nature of media coverage of elections. We suggest that there is need for media literacy on the part of the audience for a maximum but objective utilization of the opportunities presented by the media.