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ABSTRACT
This research paper provides a comprehensive analysis of the role of mass media in the Nigerian electoral process and its implications for the overall development of Nigeria. The paper acknowledges the significant influence of the media in shaping political and social affairs, thanks to its extensive communication capabilities and wide outreach. The research problem focuses on evaluating the effectiveness of broadcast media in mobilizing voters in Edo state. The primary objective of this paper is to reevaluate media practices in Nigeria, emphasizing the importance of ethical journalistic foundations as a basis for making a positive contribution to national integration. Additionally, the paper aims to identify both external (official) and internal obstacles that hinder the realization of this objective. The study adopts a survey design methodology, focusing on selected local government areas of Edo state. Data collection is carried out through the use of questionnaires. The theoretical framework guiding this study is the Agenda Setting Theory, which helps analyze the media's influence on shaping public opinion during the 2023 General Elections. The findings reveal that respondents expressed diverse opinions regarding the broadcast media's coverage of the elections, indicating that the media reports were generally accurate. However, a flaw was identified in terms of providing equal attention to all political participants. As a recommendation, the paper suggests that candidates and political parties should be given equal opportunities to air their programs and seek support from the electorate. This recommendation aligns with the National Broadcasting Commission regulations, which advocate for equal broadcast exposure and opportunities for all parties and candidates during elections, in line with the media's fundamental roles of informing, educating, entertaining, and monitoring the electoral process.
