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THE IMPACT OF BILLBOARD POLITICAL CAMPAIGNS ON THE ELECTORATE VOTING BEHAVIOUR IN THE 2015 GENERAL ELECTION

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Abstract

The study is on the thrust to examine the impact of billboard political campaigns on the electorate voting behaviour in the 2015 general election in Osun State. Billboard as one of the outdoor media was extensively used in the just concluded 2015 presidential election in Osun state with direct communication, persuasion, mobilization and influence on voters. Electorates have direct knowledge of contested candidates aspiring for elective positions, party and manifestoes. Critical reviews to related literature were made. Relevant theories were used to gratify the study. Quantitative research design was used in which cross-sectional survey method was adopted while the data collection instrument was questionnaire.  One hundred and fifty (150) respondents were drawn from the three senatorial districts of the state. One hundred (100) respondents were selected each from Osun Central, Osun West and Osun East Senatorial Districts respectively using non-probability sampling technique (accidental sampling method) in selecting respondents. However, one hundred and fifty (130) copies of questionnaires were returned out of the 150 copies that were administered which were analysed and interpreted using frequency and percentage table. It was inferred that billboard cached and arrested voters’ attentions easily due to its permanency and interpersonal nature. Finally, it was recommended that political billboard should be strategically located in such as manner that it will not destruct environment while the billboard should be well erected to withstand winds and other environmental factor that can put it down untimely.

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