INFLUENCE OF EMILOKAN POLITICAL SLOGAN ON VOTERS IN BENIN CITY

ABSTRACT

This study was carried out to ascertain the Influence of Emilokan Political Slogan on Benin City Voters. In a bid to evaluate the effectiveness of political slogan as useful tools for political communication during election campaigns, with the 2023 Presidential Election as focus. Using the Non -Probability Sampling Technique and Purposive Sampling Technique, the survey method was adopted in collating research data, with questionnaires being the instrument of data collection used to elicit information from 380 voters in Benin City. This study anchored on the tenets of the Source Credibility Theory and Social Judgement Theory in investigating the Influence of Emilokan Political Slogan on Benin City Voters. Findings from the study revealed the voters had a favorable perception of Political Slogans as useful tools for political communication, however they perceived Emilokan as borne out political entitlement. Thus this study concluded that Emilokan political slogan had both negative and positive influence on the Voters. However, the negative influence prevailed. The researcher further recommends the need for political parties to be selective of messages conveyed in their political slogans to avoid annoying feedback from its audience. Also, the researcher highlighted the need for political parties to evaluate the feedback of their political slogans in a bid to continually improve their message and actualize their desired effect.