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ABSTRACT
The study is focused on Audience perception on the role of broadcast media messages on voting decisions, using Oredo LGA as study. The objectives of the study were to find out the extent at which residents of Oredo local government are exposed to broadcast media messages on voting, evaluate the perception of residents of Oredo local government towards broadcast media messages on voting, ascertain the role of broadcast media messages on voting decisions amongst residents of Oredo local government area and investigate the influence of broadcast media messages on voting decisions amongst residents of Oredo local government area. For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that Oredo residents have been exposed to voting messages on the broadcast media to a high extent and that the broadcast media enlightens residents of Oredo on their rights, duties and obligations. The findings also indicated that Oredo resident choice of the party to vote for or the candidate to vote during an election is determined by the influence of the broadcast media. The researcher concluded that the impact of broadcasting messages during elections can be moderated and controlled and if not properly controlled broadcasting messages can enhance political apathy and propaganda during elections. The researcher therefore recommended amongst other things that in order to uphold the principles of fairness and truth, the broadcast media must be neutral and impartial. They must not take sides with political parties or candidates during an election. The researcher also recommended that the broadcast media should desists from spread one sided truth, misinformation and malinformation. Since, the people tends to see the media as an authentic source of news and information, the broadcast media must live to such expectations.
