i

ALUMONA ANTHONY
PG/M.Sc/00/30997

AN EVALUATE STUDY OF THE INFORMATION, EDUCATION

AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN
POLITICAL MARKETING

DEPARTMENT OF MARKETING

FACULTY OF BUSINESS ADMINISTRATION

Ugwoke Oluchi C. Digitally Signed by: Content manager’s Name

DN : CN = Webmaster’s name
O = University of Nigeria, Nsukka
OU = Innovation Centre
 ii

AN EVALUATE STUDY OF THE INFORMATION, EDUCATION

AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN POLITICAL
MARKETING

BY

ALUMONA ANTHONY
PG/M.Sc/00/30997

PUBLIC RELATIONS PROGRAMME

DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA
ENUGU CAMPUS

MAY, 2006
 iii

AN EVALUATE STUDY OF THE INFORMATION, EDUCATION

AND COMMUNICATION (IEC) STRATEGIES EMPLOYED BY
SELECTED NIGERIAN POLITICIANS: A STUDY IN POLITICAL
MARKETING

BY

ALUMONA ANTHONY
PG/M.Sc/00/30997

A RESEARCH PROJECT SUBMITTED IN PARTIAL

FULFILLMENT OF THE REQUIREMENTS FOR THE AWARD OF
MASTER OF SCIENCE DEGREE IN PUBLIC RELATIONS (MSC)

PUBLIC RELATIONS PROGRAMME

DEPARTMENT OF MARKETING
FACULTY OF BUSINESS ADMINISTRATION
UNIVERSITY OF NIGERIA
ENUGU CAMPUS

SUPERVISOR: PROFESSOR IKECHUKWU NWOSU E.

MAY, 2006
 iv

APPROVAL PAGE

This Research Topic: An Evaluative Study of the Information, Education

and Communication (IEC) strategies employed by selected Nigerian
Politicians. A Study in Political Marketing was approved for Alumona
Anthony with the Registration Number PG/M.Sc/00/30997.

________________
Alumona Anthony
PG/M.Sc/00/30997
 v

CERTIFICATION

I certify that Alumona, Anthony, a Postgraduate Student in the Department

of Marketing with Registration Number PG/M.Sc/00/30997 completed this
research work for the award of Master of Science Degree in Public Relations
(M.Sc) under my guidance and supervision. To the best of my knowledge,
this work is original.

This project is hereby approved and accepted by the Department of

Marketing, University of Nigeria, Enugu Campus.

----------------------- -----------------------------------
Prof. I.E. Nwosu Dr. (Mrs.) G.E. Ugwuonah
(Supervisor) (Head of Department)

----------------------- ----------------------------------
Date Date
 vi

DEDICATION

To the eternal memory and glory of Our Lord Jesus Christ for His love,
pains and indelible blood shaded on the cross for us all on mount Calvary.

My beloved mama lady Maria Nwabuaku Alumona for her incomparable

and immortal love and care never to be found again.
 vii

ACKNOWLEDGMENTS

A research of this nature necessitated my getting in contact with a number of

persons. Through the assistance and guidance of these people the work was
completed.

My thank goes to Professor Ikechukwu Nwosu, (My Supervisor) for his

painstakingly guiding me through this work.

Prof, I quite acknowledge your Professorial touch and guidance. Also

remembered my Lecturers in the Department of Marketing, namely: Mr.
Ehikwe, Mogoluwa, S. C. and Professor Nnolim B. A. My special regard
goes to Prince Achor for providing me with necessary materials, and for his
mentorship throughout the duration of the research project.

My special thanks go to Professor (Mrs.) Akachi Ezigbo, and Dr. (Rev.)

Sign Fireman, my wife and children, parents and to all my friends in the
M.Sc Public Relations class in 2002 session.
 viii

TABLE OF CONTENTS

Pages

Title Page i
Approval Page ii
Certification iii
Dedication iv
Acknowledgments v
Abstract vi
Table of Contents vii
List of Tables ix

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study 1
1.2 Statement of the Problem 4
1.3 Objectives of the Study 5
1.4 Research Questions 6
1.5 Research Hypotheses 7
1.6 Significance of the Study 8
1.7 Definition of Operational Terms 9
References

CHAPTER TWO: REVIEW OF RELATED LITERATURE

2.1 The Nigerian Political Landscape: The Southeast Terrain 13
2.2 Explaining Communication and Information 19
2.3 The Communication Process and Political Marketing 22
2.4 Information, Education and Communication (IEC) Campaign
Strategy: A Contextual & Conceptual Analysis 27
 ix

2.5 The ‘P’ Process of Communication: A Focus on The

Use of IEC Strategies 32
2.6 Communication Models/Theories in Political Marketing 38
2.7 Marketing and Politics 46
2.8 Political Marketing: An Overview 48
2.9 Types/Forms of Integrated Information Education and
Communication Strategies Employed by Nigerian Politicians 52
2.10 Persuasion in Political Marketing Communication 62
2.11 Summary of Reviewed Literature 64
References 67

CHAPTER THREE: RESEARCH DESIGN AND METHODOLOGY

3.1 Research Design 72
3.2 Population of the Study 72
3.3 Area of Study 73
3.4 Scope of Study 73
3.5 Sampling and Sampling Technique 73
3.6 Sample Size Determination 74
3.7 Procedure for Data Collection 75
3.8 Method of Data Analysis 76
References 78

CHAPTER FOUR: DATA PRESENTATION AND ANALYSIS

4.1 Introduction 79
4.2 Analysis of Questionnaire Distribution 79
4.3 Analysis of Descriptive Data 83
4.4 Test of Hypotheses 95
 x

CHAPTER FIVE: SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATION
5.1 Summary of Findings 103
5.2 Conclusion 105
5.3 Recommendation 106
Bibliography 113
Appendix 117
 xi

ABSTRACT

The study which anchored on political marketing x-rayed various IEC

strategies which Nigerian politicians use in promoting or marketing
themselves and/or achieving their political interest. In Political Marketing,
Social Marketing, publicity and public enlightenment campaign, the IEC
strategy is understood as three salient parts making a whole. Each of these
parts must be properly or systematically planned before the three are
integrated to achieve any publicity public enlightenment and other campaign
objectives. The IEC strategy sees information dissemination to the targets
audience or market (Voters) as very important but it teaches also that we
must go beyond information or awareness creation to the education stage
which involves more vigorous explanation, instruction (e.g. how to get the
best performance from a political leader) directions and other cognitive
guides that will help the target audience to have better understanding of a
politician or deeper knowledge about a politician or person being publicized
promoted or marketed. The main problem the study focuses on is how
Nigerian politicians use IEC strategies in marketing themselves, obtaining
their elections goals and securing the approval of voters and the citizenry.
Research objectives were framed to reflect this problem and others. Both
primary and secondary sources of data were used. Survey research was used
in obtaining relevant information from the respondents which include
educated voters residing in the Southeast States of Nigeria and citizens of
the Southeast residing elsewhere in Nigeria. A total of 370 respondents were
sampled while descriptive statistics was used in the analysis and presentation
of data. Based on the analysis of data it was found that the content of the
various 1EC strategies used by Southeast Governor/politicians in marketing
themselves to their target audience are ethical and persuasive. Again, the
1EC strategies used among the Southeast Governors/politicians strengthened
the opinion and belief of the recipients about them or their target
government to a more positive position. Speeches, new stories and posters
are among the IEC materials Nigerian politicians use much more in reaching
out to the people or their supporters. Conclusion and recommendations were
made based on the preceding-findings.
 xii

LIST OF TABLES
Pages
Table 4.1: Questionnaires Response Rate 80
Table 4.2: Distribution of Respondents by Sex 81
Table 4.3: Distribution of Respondents by Educational
Qualifications 82
Table 4.3.1: Identification of Communication Media used by the
Southeast Governors in reaching out to the masses 83
Table 4.3.2: Whether Masses content of those media are
Ethical and persuasive 84
Table 4.3.3: Influence on behaviour, attitudes and beliefs of the
respondents 85
Table 4.3.4: IEC masses not factual and Rooted in falsehood 86
Table 4.3.5: Whether former Governor Chimaroke used much more
IEC packages than other former Governors 87
Table 4.3.6: Speeches, News and Posters are used much more by
Nigerian Politicians 88
Table 4.3.7: Other Political Communication Strategies used
by Politicians 90
Table 4.3.8: Rating of Political Communication Strategies 92
Table 4.3.9: Casting of Vote during 1999-2003 Gubernatorial
Elections due to messages of IEC media 93
Table 4.3.10:Traditional media used by South East Politicians in
Political Mobilization in the Rural Areas 94
Table 4.4.1: Contingency/Test Table for Hypothesis One 96
Table 4.4.2: Contingency/Test Table for Hypothesis Two 98
Table 4.4.3: Test-Table for Hypothesis Three 99
Table 4.4.4: Test-Table for Hypothesis Four 101
 1

CHPATER ONE

INTRODUCTION

1.1 Background of the Study

All politics is about marketing. Political campaign, which is an

organized effort to secure nomination and election candidates for

government offices can be better carried out by political parties if marketing

strategies are employed. In Nigeria, the most important political campaigns

are those of president and Vice-president. Even within the state politics,

Political campaign for the nomination and election of candidates for the

offices of governor and deputy governor is also important.

In each political party, such nominations are made at a national and

state conventions preceding the presidential and gubernatorial elections.

After a candidate clinches a ticket to run for either the presidency or

governorship under a particular political platform (party), both the candidate

and his political party have to secure the approval of their candidacy from

the electorate.

Against this background, politicians political parties and candidates

employ various communication platforms and strategies, which are aimed at

marketing their personalities or selling themselves to the electorate. At the

wake of the political transition programme in 1999 and to date, politicians

 2

used and are still using communication platforms to solicit for support

(Achor, 2002:44). Most of those persuasive communication blueprints and

action plans which they employ are designed to project or market a desirable

image of a subject/government. They are also aimed at mobilizing support

for their party, office and most importantly instilling confidence among the

citizenry.

Given the new marketing concept and the concept of the new

economy, political marketing communication becomes part of the arrow of

strategies for selling politicians and marketing politics. According to Prince

Achor (2002:1) the new strategy now involves communicating need

satisfying attributes of politicians and their parties through advertising, pubic

relations publicity and other forms of persuasive communication all these

ace part and parcel of political marketing communication strategies.

“Political communications strategies are defined as those

communication platforms, or arrow heads that are deliberately planned and

continuously used by the elected leaders, candidates and political parties to

win support secure the approval of voters on policies and government/party

programmes.” (Ibid). The political communication strategies or integrated

political marketing communications include public relations. Publicity,

 3

political advertising, events marketing, rallies information Education

communication strategies (IEC) etc.

It is evident that Nigerian politicians use all these political

communications strategies but in this study we are no concerned with all of

them rather we are concerned with the information, education and

communication (IEC) strategies.

In political marketing, social marketing, publicity and public

enlightenment campaign, the IEC strategy should be understood as three

salient parts making a whole. And according to Nwosu (2001:233) each of

these three parts must be properly or systematically planned before the three

are integrated to achieve any publicity public enlightening and other

campaign objectives. The JEC strategy sees information dissemination to the

targets audience or market (voters) as very important. But, it teaches also

that we must go beyond information or awareness creation to the education

stage which involves more rigorous explanation, instruction (e.g. how to get

the best performance from a political leader) directions and other cognitive

guides that will help the target audience to have better understanding of a

politician or deeper knowledge about a politician or person being publicized

promoted or marketed.
 4

Communication stage being the last stage in IEC strategy reminds us

and stresses that information transmission and education are not equal to

communication. Communication only takes place when we get feedback’s or

responses From the target audience members of the market (voters). The

elements of IEC strategy include news articles, features, speeches, reports,

banners, backgrounders etc.

Hence, how do Nigerian politicians use these IEC strategies in

marketing themselves, obtaining their election goals and securing the

approval of voters and the citizenry These questions necessitate the research

topic, “An evaluative study of the use of information education and

communication (lEG) strategies employed by selected Nigerian politicians”.

The five erstwhile southeast governors are selected among other governors

as the politicians for our study.

1.2 Statement of Problem

Communication, be it on politics or any other issues, is of little relevance

without first making information a reference point. That is to say, a

communication must have some information, the facts, knowledge, signs,

signal etc, to convey or communicate to another person.

 5

Given the kind and attitude of Nigerian politicians especially the south

eastern ones, can we confidently say that some of the IEC strategies they use

in selling or promoting themselves are ethical and sound? The use of

persuasive political communication by politicians is to disseminate

appropriate information capable of creating awareness, aimed at either

changing or strengthening opinions, attitudes, beliefs or values of the

recipient to a more positive outcome. Information education communication

forms must be statistically tested and prove so as to produce the desired

effect or else it would be rightly understood as mere empty rhetoric or

negative propaganda (Achor, 2002:4).

1.3 Objectives of the Study

The following are the objectives of the study:

(i) To determine whether the politicians chosen for this study adopt

ethical and persuasive IEC strategies in marketing themselves to

their targets audience (political constituencies).

(ii) To find out whether the IEC strategies strengthened the opinions

and beliefs of the recipients (subjects) about the politicians or their

governments to a more positive outcome.

 6

(iii) To find out which governor or politician among the selected ones

for the study uses IEC materials most to launch himself in the

political market/arena.

(iv) To determine among other things, three IEC materials that are been

used much more by the politicians in reaching out to the people.

(v) And to finally make appropriate recommendations based on the

finding of the study.

1.4 Research Questions

Some of the questions the study attempted to find answers to include the

following:

1) To what extent do Nigerian Politicians use ethical and persuasive IEC

strategies to market themselves to their target (audience) market?

2) Have the IEC strategies strengthened the opinions and beliefs of the

recipients concerning the politicians or their government to a more

positive position?

3) Which governor or politician among the selected for this study use

JEC materials much more to launch himself in the political

market/arena?

4) What are the three IEC materials being used much more by Nigerian

politicians in reaching out to the people?

 7

1.5 Research Hypotheses

In the light of the research problems and objectives, the following

hypotheses are formulated.

(1) HO: The content of the various 1EC strategies used by Southeast

Governors/politicians in marketing themselves to their target audience

are not ethical and persuasive.

Hi: The content of the various TEC strategies used by Southeast

Governors/politicians in marketing themselves to their target audience

are ethical and persuasive.

(2) Ho: The information, education and communication (IEC) strategies

used among the Southeast Governors/politicians have not

strengthened the opinion and beliefs of the recipients about them or

their government to a more positive position.

Hi: The information, education and communication (IEC) strategies

used among the Southeast governors/politicians have strengthened the

opinions and beliefs of the recipients about them or their government

to a more positive position.

(3) Ho: The Governor of Enugu State in a bid to launch himself to

political limelight (arena) not uses IEC materials much more than the

other Governors of Southeast states.

 8

Hi: The Governor of Enugu State in a bid to launch himself to

political limelight (arena) use IEC materials much more than

governors of other southeast states.

(4) Ho: Speeches, news and posters are not IEC materials Nigerian

politicians use much more in reaching out to people or their

supporters and party faithful.

Hi: Speeches, news and posters are IEC materials Nigerian politicians

use much more in reaching out to the people or their supporters and

faithful.

1.6 Significance of the Study

The study is significant, as it will benefit politicians, parties and their

candidates, and government at different levels in the following ways:

i) Through the findings of the study, Nigerian politicians may be able to

determine better ways of using IEC materials in marketing themselves

the more to their target audience.

ii) The study will arm different political parties and their candidate with

better options in the use IEC strategies for mobilizing support and

changing the attitude of the voters.

 9

iii) Government at different levels will find the findings of the research

useful because it will help them make appropriate use of various IEC

materials to canvas for support for their policies and programmes.

1 .7 Definition of Operational Terms

In course of this study, some terms have been used which require operational

or working definition to suit the purpose and enhance the understanding of

the study. These terms are explained below as follows:-

Communication: Process whereby individuals share meaning and establish

a commonness of thought (Nwosu, 2001).

Political Campaign Marketing: Is a social and managerial process by

which candidates and parties obtain their election goals though creating

offering and securing approval of ideas of value with the voter (Achor,

2002).

Party Politics: Politics is about power or struggle for it. It is about policy.

Policy is a matter of desire for change or the desire to protect something

against change. Politics is expressed through political parties which are

created to achieve the goals of society.

 10

Persuasion: Involves a personal process with the aim of changing a person’s

attitude or behaviour with respect to some object. In political marketing, it is

the development in a 1e1s011 of a desire to accept a political candidate,

political party or its programmes and policies in order to acquire or achieve

the perceive benefits.

Encoding Variability hypothesis: A hypothesis contending that people’s

memories for information are enhanced when multiple pathways, or

connections are created between the object to be remembered and the

information about the object that is to be remembered.

Internalization: The source attribute of credibility influences message

receivers via a process of internalization, that is, receivers perceives a source

to be credible and therefore accept the source’s position or attitudes as their

own. Internalized attitudes tend to be maintained even when the message is

for gotten aiid even when the source switches to a new position.

Marketing: Process whereby businesses and other organizations facilitates

exchanges, or transfers of value, between themselves and their customers

and clients. Marketing Communication: The collection of all elements in an

organization’s marketing mix that facilitates exchanges by establishing

shared meaning with the organization’s customers or clients. (Kotler, 1991)

 11

REFERENCES

Achor, Prince N. (2002), “An Assessment of Persuasive Political

Communication Strategies used by Oiji Uzo Kalu-led Administration
in Building Support in Abia State: A study in Political Marketing”
being an Unpublished MBA Marketing Project UNEC.

Kotler, Philip (1991), Marketing Management, Analysis, Planning

Implementation and Control, Cliffs New Jersey: Prentice Hall Inc.

Nwosu, Ikechukwu E. (2001) Marketing Communications Management and

Media, Lagos: Dominican Published Ltd.
 12

CHAPTER TWO

REVIEW OF RELATED LITERATURE

2.1 The Nigerian Political Landscape: The Southeast Terrain

To be precise, the history of party formation in Nigeria dates back to

1923, corning at the heels of the 1921 Richards constitutional reform,

provision/declaration of elective principle. The nationalist leaders then (who

later became politicians) saw this development as a healthy one for the

emancipation of Africans and indeed Nigerians from e clutches and bondage

of colonialism. They (nationaists continued in their unrelentless effort for the

independence of the then regions of Nigeria.

Between the periods of 1922 to 1960, there were quite a handful of

political which later metamorphose into full pledge political parties. Though

before those periods, there existed loosely structured and mainly urban-

centered organizations that were unsteadily agitating for independence.

These association had their membership predominated by few elites such as

lawyers and doctors. The likes of late Herbert Macaulay, late Dr. Nnamdi

Azikiwe, the late great Awo, and the rest were the first generation politicians

Nigeria had and they helped in making the independence of Nigeria a reality.

Unfortunately, what the Nigerian populace expected from some of our

politician were far from reality. Before independence, Nigerian politicians

 13

had made extravagant promises to the people. Every village thought that

after independence, it could have its own piped water, electricity, a school, a

dispensary and a post office. According to Ijiomah (2001:50) each individual

thought that he would be able to a job. In fact, the country’s income was no

bigger after independence that it had been before and it was impossible to

meet peoples demand. Today, Nigerian political landscape is characterized

by what many call the “Nigerian factor”. The Nigerian factor comprises

major characteristics that are peculiar to Nigerian society which work to

keep the nation at a retrogressive phase of development.

These anti-developments, cankerworm (the Nigerian factor)

constitutes the entire vicious cycle of the Nigerian economy, the elements of

which include bribery and corruption, squandermania, tribalism and

nepotism, the “connection” factor, lack of commitment of duty, greed and

avarice, lack of sufficient patriotism, misappropriation of public funds, low

public morality, advanced free fraud (419 . drug abuse, etc (Ijiomah: 1998)

where:

The “Nigerian factor is a circular flow of the vices that characterize

Nigerian society. They collectively impede the nation’s economic

advancement because one vice leads to another thereby giving the general
 14

atmosphere of corruption in Nigeria, with implications for inadequate

provision of social services and starvation among the citizenry.

It is true that, the Nigerian factor has characterized political terrain

since independence. That does not suggest that or Politicians arc write-offs.

They did make and are still making sonic positive achievements.

Unfortunately, the achievements recorded are not enough. There are stir

persistent problem with our body polity. There are election malpractices and

public reactions against them are not addressed. Moral decays especially

bribery and corruption is common even among the ordinary citizens. (Achor

22008).

Abuja new capital territory gave govern n en functionaries and

legislators the opportunity to inflate cot and amass illegal wealth. With this

illegal wealth the privilege few bought themselves private jets and houses in

various overseas countries married many wives and displayed affluence

recklessly to the annoyance of the poor starving masses (The Guardian

Newspaper, October 2, 2003).

There is galloping inflation and the common man is finding it

increasingly difficult to provide his needs, The oil boom and the presence of

the large oil revenue and the urge to acquire a political glory made the

federal government bring nearer the scheduled period of movement of

 15

ministries from Lagos to Abuja from 15 years time to four years, this

decision led to the indiscriminate award of contracts for projects most of

which were not completed before the treasury became empty. Members of

the legislative houses have set bad record of how public funds should be

used. They voted themselves fantastic salaries and fringe benefits or

allowances, which l1elre considerably to drain the treasury. In addition to

the salaries and allowances; the legislators seized upon little opportunities

which they created in order to embark on tours of various American and

European cities where large amounts of the country’s revenue are spent in

transport, board, accommodation and allowances including estacode.

Poor planning of the economy has given use to large-scale

unemployment including that of university graduates. The squandermania on

the part of the government has led to so many appropriations of

supplementary budgets in the recent times. In sum, there is a general outcry

by the Nigerian public.

Some political and social commentators have also faulted the new

democracy in Nigeria. Nigerians are still celebrating or basking in their

hard-fought and hard-won new democracy (May 29, 1999-present). On the

surface there does not seem to be anything wrong with celebrating such a

major achievement or break through. Deep down, however, some of us are

 16

beginning to see lots of disservices done to this country by the present crop

of politicians. Nwosu (2000:20) shared the above opinion of the author as lie

comments that “ever concerned Nigerian should be aware that all is not well

at all with the country now. Innumerable problems which ha e the capacity

of destroying the Nigerian nation have infected the Nigerian body politic”.

Among these problems are the incessant wars between the executive and

legislative aims of governments that made Ray Ekpu (Newswatch 2000:6) to

warn that: “both the legislature and the executive must realized that

government is a partnership and not a contest for power or independence”.

The Niger-Delta imbroglio is far from over, so also are the debilitating

State controversy, the inter-ethnic and inter-communal clashes. Furthermore,

security for the ordinary Nigerian citizen is now at its lowest ebb. Workers

hardly get their salaries as and when due these days-if they get them at all,

so many workers strikes occur. The utilities like electricity and water

supplies are now epileptic-where and when they are there at all Nwosu, bid).

Corruption is now at its highest level, infact, Nigeria Is now reported

to be number two in the list of most corrupt nations of the world released

recently, despite the anti- corruption crusade being preached by the present

Obasanjo-led government. Poverty among Nigerians is also now

extraordinary high despite the federal government poverty alleviation effort

 17

or eradication efforts. We can go and on with the never-ending catalogue of

Nigeria’s problems which seem to have become worse within the present

democratic setting But we will not because that is not the electorate to the

various information, education and communication (IEC) strategies

employed by Nigerian politicians in selling themselves to electorate, canvass

support and seek and secure their votes during elections.

The political terrain in the southeast Nigeria is replete with the general

ills that characterized the national political landscape. Though there are

some specific occurrences that have left so many Nigerians gasping in

breath. Recently, the Anambra State governor was abducted in broad

daylight and today those behind this anti-democratic ill have not been

apprehended and prosecuted. From that melodrama, we have come to

understand that we are yet to see more of democracy in Nigeria. The much

talked about dividend of democracy in the southeast is yet be evenly

distributed. The deplorable nature of roads in the southeast leaves many with

the question: Is southeast part of the Nigeria state?

Given these scenarios, do citizens of the southeast Nigeria believe in

various information, education and communication strategies our governors,

politicians use in marketing themselves to us? These questions we must

answer in the course of this study, but for now, we are going to explain
 18

communication education and perhaps their explanation will help to set the

stage for further discussions and hence take the reader into a practical

intellectual expedition on the IEC concept.

2.2 Explaining Communication and Information

Communication has been defined, explained, applied, analyzed or

studied in many ways. We are mainly interested in this research project in

those explanations that relate to human and social communication, we are

interested also mainly in understanding communication as an exchange

process.

Several communication scholars have tried to define communication

form several perspective (Dance 1979, Lasswell, 1948). Verdeber (1984:2)

sees it as a “dynamic, ongoing, transaction process of understanding and

sharing meaning”. It is dynamic because it is the elements occur

simultaneously and the people communicating are interdependent and finally

there is a process of understanding and sharing of ideas and feelings between

people (Umechukwu, 2002:4).

In the context of our discussion, the most widely accepted definition

of communication is that it is the sharing or exchange of ideas, meanings

arid experiences-a matter of interaction, a two way process in which the

participant; constantly exchange positions as sender and receiver, not a one-

 19

way process in which one person is sender all the time and the other or

others is or are at the receiving end all the time (Flolarin, 1998:1). Another

definitions that suits appropriately in the context of political marketing is the

one given by David (1991:4); he explains communication thus:

The conveyance of ideas, attitudes, benefits and

personalities which involves sending of symbols, (i.e.
signs) from one person to another through verbal and
non-verbal means (i.e. through words, gestures and so
on) for the purpose of recalling memories, sharing
meaning and creating images (i.e. impressions) in the
minds of the participants, as well as getting work done
(in all organizations).

Given these definitions, we make bold to that communication

therefore, is less a process of information, ideas and opinions exchange

within, between or among individuals, groups, organizations or nations

(usually) made up of human beings) in a social or societal context (Nwosu,

2001:17).

Having explained communication, let us briefly explain information

especially as it relates to our discussion. Information is the message, idea or

facts that are being transmitted through a medium to the recipient(s) of a

communication. Communication, be it on political marketing or any other

 20

issues, is of little relevance without first making information as its reference

point. That is to say, a communication must have, some information, the

facts, knowledge, signs, signal etc to convey or communicate to another

person. In the word of Professor Ralph Akinfeleye of the Department of

Mass Communication of the University of Lagos, communication is the

process of the ‘who’ said ‘what’ to ‘who’ in ‘which’ channel and with what

effect. He further stresses that the feedback represents, the scale of

measurement to judge how well information as is the case of political issues

or marketing/development issues, has been received positively or negatively

by those when we want to influence or change/modify their attitudes towards

new development ideas, innovations, etc.

Raw Facts as they exist will achieve little or nothing without the

communicator processing the information. Information should be seen as a

catalyst by the communicator. ‘Without information there cannot be

communication.

2.3 The Communication Process and Political Marketing

Already somewhere in the preceeding sub-head, we did establish that

communication can be defined as a process among other perspectives. So,

we are going to explain the communication process, before we tie our

discussion with information, education and communication strategies as

 21

used by Nigerian politicians in marketing themselves to the members of their

constituencies.

To communicate is to make known, to project ideas into the minds of

others. The process depends on four elements: sender, a message, a medium

and a receiver. If all these elements are operating, there will be

communication. If any one fails, there will be no communication. In

marketing politics or political marketing, the persuader’s (politician purpose

is to persuade, communicate ideas that can influence a particular group’s

opinion especially those whose already held opinion, belief can help or

hinder the political communicator/persuader in attaining his political

objectives (Achor, 2002:34).

Sender Message Medium Receive

Feedback

Source: Adopted from PR Smith’s marketing communication (2000:p. 73)

 22

In describing the process of communication, it is normal to list the

elements as sender, message, medium and receiver (see diagram 2.2 above),

but it may be better to think of the process in reverse order whom to reach

them, what to say, and on whose behalf (Duffy Margaret, 1991:31).

The receiver is the target audience, the people you must reach (or the

electorate). Note &Wilcox (1994:35) advised political communicators or

political marketers, elected leaders (politicians) to learn about the

characteristics and attitude of their projected receivers if they are to

communicate effectively and persuasively. They noted that, “such factors

like educational level, economic status, occupation, place residence,

religious affiliation, national/ethnic origin, social class and political

affiliation affect how a target audience receives and perceives their

message”.

The media are the physical channels that carry the message to the

receiver. They may include newspaper, magazines, radio, television, letters,

speeches, audio-visual, pictures, newsletter, leaflets, brochures, the

telephone and internet.

According to Achor (2001:54) experts in marketing communication

like (Nwosu, 1996, Frank Jefkins, 1985) advise the political marketing

communicator or adviser to research and determine which medium or

 23

combination of media will be most effective in reaching the target audience.

Planning the message starts with a determination of just what ideas the

politicians, the political communicator, governor, adviser wants his receiver

to have: what he wants them to think, to believe, to do. Contributing on the

topic David (1992:5) said that, “Governors or those in engaged in political

marketing communication must acquire a solid knowledge of what their

audience knows and believes”. In his own opinion, this author believes that

if you want to affect attitudes and opinion you must find out about those that

already exist. This calls for research possibly surveys.

In their own submission, Denis & Lawrence

(1994:36) suggested this to the politicians, political
marketing communicators or political leaders. Your
message must be applicable, realistic and
convincing. It must be expressed clearly and
understandably in familiar words and phrases.
Above all, you must convince the receiver that the
idea you are presenting or marketing/selling can be
beneficial to them.

The sender is the communicator, the political leader, politicians, adviser or

the political marketer cum communicator. He must understand the audience

or know them so that the messages he prepares will be not only effective but

also representative of the government or the political party. Public relations

 24

expert, Prince Achor (2002) said that those in public officers or political

leaders and practitioners of political marketing communications should be

careful and must be very sure that whatever they send out is truth, the whole

truth and nothing but the truth. He further added that, “giving the unfolding

scenario that characterized Nigerian political terrain’s, his advice above is

not heeded, rather our political leaders and their supporters use falsehood

and negative propaganda. A message may move from the sender through the

media to the receiver without necessary conveying ideas and getting them

accepted. Yet ideas do get accepted and there are several theories about how

this is done. Communication theories, as they relate to our subject of

discussion shall be discussed as we proceed in this research project. But we

still offer explanation on the simple communication model in page. The

basic model assumes that the sender is active, the receiver is inactive or

passive and the message is necessary what is sent (Smith 200:73).

An understanding of the target receiver or audience helps to identify

what is important to the audience and how symbols, sign and language are

interpreted.
 25

Information, Education and Communication (IEC) Campaign Strategy:

A Contextual and Conceptual Analysis

At this juncture, there is no need to give separate definitions of

information or communication since we have in the early beginnings of the

chapter offered detail explanation on the concept of communication and

information. But, here we are going to explain the acronym IEC.

Information, Education and Communication (JEC) campaign strategy which

has becomes very important and popular in recent ‘ears, especially in social

marketing, development, innovation, public health, social mobilization can

and have also be successful used in many political marketing campaign or

contexts (Nwosu, 2001 :233).

It distinguishes three salient parts in publicity or public enlightenment

campaigns (information, education and communication) and insists that each

of these three parts must be properly or systematically planned before the

three are carefully integrated to achieve our publicity public enlightenment

campaign objectives. The IEC campaign strategy sees information

dissemination to the targets audience or market, which is aimed at creation,

in which the mass media are mostly important. But it teaches also that we (or

the politicians or the political marketing communicator) must go beyond

information or awareness creation to the education stage, which involves

 26

more rigorous explanations or instructions. For example how to get to know

a political candidate or politician better, using all types of cognitive and

dyadic guides that will help the target audience to have deeper knowledge of

whatever is being publized, promoted or marketed by the politician or the

political communicator.

The last stage or part in a typical IEC campaign is the al. important

communication stage. This stage in the words of Nwosu (Ibid) reminds us

and stresses that information transmission and education are not equal to

communication. Communication only takes place when we get feedbacks or

responses from the target audience members or the market. Many campaigns

have failed because of the neglect or poor handing of this communication

element, which ensnare feedbacks, necessary adjustment and greater

effectiveness.

The ICE strategy also emphasizes proper research, monitoring and

evaluation at various stages during the campaign. Even more importantly, it

places great importance on clear, careful and effective preparation of “1EC

PACKAGES” OR “IEC JITS” which contains or embodies the messages we

want to transmit or convey in the IEC campaign. These can come in form of

news, articles, features, speeches, reports, posters, banners, backgrounders,

 27

leaflets and many other forms (Nwosu, 1996). These communication

platforms can be referred to as IEC strategies or tools.

There are many approaches to planning and implementing a typical

IEC campaign. Based on all these arid on our experience, we offer below a

six-phase approach or model which we can employ in variously modified

forms in organizing and implementing IEC campaign in developing

countries. This six-phase model or approach is explained below. (Nwosu

2001):

1) PHASE ONE: This is the research, analysis and planning during

which all data and information relevant to the IEC campaign are

collected analyzed and used in coming up with an action plan for the

campaign, including the setting of clear measurable, realistic and

flexible objectives. Here, we should do such things as reviewing and

analyzing potential and present audience or markets, assess existing

publicity, public enlightenment and other relevant corporate policies

and programmes, review and analyzed available communication

resources (communication audit) and analyze other relevant resources

such as human resources and funds. Based on all these, political

marketing communicators politicians should his/her objectives draw

 28

up a clear action plan. Hence, this is done after he might have carried

out thorough audience/market analysis.

2) PHASE TWO: At the phase, we come up with pungent and effective

and designs for the various IEC packages or messages we shall use in

the IEC campaign (messages development). We also draw up our

media plan for mi. for the campaign, including interpersonal and

group media forms that will reinforce or complement the mass media.

The multi-media approach is therefore, recommended here.

3) PHASE THREE: At this third stage, we produce (print or audio-

visual messages production) our IEC packages pre-test them on a

sample of time audience or the market, re-test existing IEC campaign

packages and make all necessary adjustments on these materials.

4) PHASE FOUR: At this stage we implement the action plan we drew

up in stage one, monitor and evaluate their impacts on the market or

audience members.

5) PHASE FIVE: Here we do final overall impact analysis and

evaluation of the entire IEC campaign effort and use the data

generated to plan for future IEC campaign efforts.

 29

6) PHASE SIX: In this final phase, we make necessary adjustment to

the changes we observed on audience or market needs and wants and

plans in place to ensure the continuity of the IEC campaign.

t behooves on the politicians or his political marketing communicator

to know when and how to use a particular IEC arrowhead for achieving

some set objectives. Having said this, we will now discuss the ‘p’ process of

communication and see how IEC planners can borrow a leaf from it in

exceeding effective IEC political publicity campaign.

2.5 The ‘P’ Process of Communication: A Focus on the Use of IEC

Strategies

Research has revealed that, the higher the quality of processing of

information, the greater the chance of succeeding and the lower the quality,

the greater the possibility of misconception, chaos and ultimate failure of the

communication process (Chris 1999:41). However, for any communication

strategy to be effective for mobilizing of the populace on any issue including

political issue, it must be conceptualized, designed and developed within the

social milieu of the community (Yolah: 1996: 28).

 30

The role of the communicator, therefore, is not only to process facts,

but also to ensure an effective and efficient communication strategy with a

relevance to the society in which your audience exist, while at the same

time, you have an understanding of your target audience failure to convey

meanings lead to breakdown in communication. The ‘p’ process developed

by the John Hopkins University, Centre for communication programme is

perhaps one of the best example of a communication strategy with the

people as its fulcrum. The ‘p’ process model has similar components with

that of IEC six-phase campaign model. The p process model component

includes:

1) Analysis

2) Design

3) Development, Pre-testing and revision

4) Implementation, monitoring and assessment

5) Review and Re-planning

6) Continuity overtime

Multi-Media Approach

We did talk about adopting multimedia approach on the second stage

of IEC six-phase planning model especially in coming up with effective

concept and designs for various JEC packages. And in the p process
 31

communication model the multimedia approach is highly recommended by

this author.

Multi-media option, in the light of the above becomes imperative. To

establish an effective and enduring IEC promotional activities, the various

existing conventional and traditional channel of’ communication must be

segmental in line with the beliefs and cultural political idiosyncrasies of our

targeted audience. It is saying the obvious, “that no single medium performs

effectively, the task of creating public awareness on an issue as personal and

sensitive as selling a politician especially at this crucial period when our

body polity is in a total mess, hence, the need to blend several media in order

to achieve a rational and economical use of available resources (Ehikwe.

2000:16). The multi-media approach referred to needs to be implemented by

interpersonal communication, particularly essential when with non-literate.

And when dealing with non-literate audience in political campaign

marketing, the adoption of what marketing communicators call encoding

variability hypothesis in their IEC packaging becomes important. Encoding

variability hypothesis is a hypothesis contending that people’s memories for

information arc enhanced when multiple pathways, or connections are

created between the object to be remembered and the information about the

object that is be remembered (Terence, 2000:290).

 32

The variability hypothesis has lots of implication to me political

marketing communicator or politician in the bid to sell a personality in a

political terrain that is not accessible by the non-literate class. When various

communication platforms are used to sell a politician or market or promote

an issue among the non-literate class of people, there is the possibility that

these class of people will remember the content of the message being

communicated to them. In the southeast, the governor of Enugu State uses

the encoding variability hypothesis by adopting multimedia approach. Today

his popularized slogan Ebe-ano has become a ‘singsong’ among the rural

women of Enugu State and his supporters. This was made possible by the

use of various IEC strategies.

Another concept which Governor Chimaroke and Governor Orji Kalu

of Abia uses in selling themselves and their government is the encoding

specificity principle (ESP). Encoding specificity principle is a principle of

cognitive psychology, which states that information recall is enhanced when

the context in which people attempt to retrieve information is the same, or

similar to the context in which they originally encoded the information

(Terence, 1993). For example, in various political rallies organized in

honour of both Enugu State and Abia State Governors, slogans like ‘Ebeano’
 33

and ‘Action governor’ rent the air, with party followers or faithful chanting

the slogan in admiration and in solidarity of the governors/their government.

Moreover, political issues and politicians are interwoven in its

complexity. It goes beyond the mere aspect of empty rhetoric or precarious

propaganda. And coupled with the facts that we are dealing with multi-

cultural, multi-ethnic, multi-religious society with divergent political,

traditional and economic beliefs; the effective application of the multi-

media techniques becomes even more imperative (Author’s Opinion).

Nonetheless, the combined use of radio, television, newspapers,

flipcharts, town criers and the likes, should also take into consideration the

complementing role of inter-personal communication in changing cultural,

religious and political biases found within any particular society. “Whereas

the mass media provide, interpersonal communication address individuals

concerns, gives immediate feedback and leads to greater in-depth

understanding” (World Bank Publication on Communication Programme,

1998).

I would like to us to go back to the communication process referred to

earlier. The role of the communicator is not complete until a full cycle is

manifested within the project process.

 34

Monitoring and Evaluation Process

The specific role of monitoring and evaluating political marketing

related JEC activities are also well illustrated in the IEC communication

process. Furthermore, all IEC promotional activities must be quantifiable to

the extent that they can monitored and evaluated easily throughout the whole

cycle. This is the only way the success of an ongoing activity is assessed and

determined; and derailment swiftly routed out on time. Experience of other

politicians overseas has shown that mechanism adopted to monitor an

evaluate must be simple, unambiguous and to the point. Because of this,

Yola (1996:30) say the importance of this to an IEC programme manager

can be likened to the rule of a compass to an aircraft pilot.

Political IEC message, within the context of the political marketing

communication message planning “where there are a lot of sub lets and

nuances must carry the people along from the conceptualization to

implementation stage’. Political communication achieves the intended

results only when the targeted audience are well informed, educated and are

involved, more importantly during messages design stage, hence, the

relevance of developing the IEC strategy with the people as its focal point.

“Learning to listen” and listen to learn” should serve s IEC dictum. All said

and done, “what the people want may not necessarily he political education,
 35

yet at the end of the day, it may welcome to that”. This further underscores

the significance of recognizing the relationship between political marketing

communication and the audiences that live within the specific social milieu.

In other words, political communicator, politician or leader divorce

the message, its conceptualizing, planning design, production and eventual

dissemination from the society within which it operates. Having discussed

this far, we go now to discuss communication theories as they relate to our

topic of discussion.

2.6 Communication Models Theories in Political Marketing

Squarely, the task of the political Information Education and

Communication (1EC) as a tool for political mobilization and social

development change is in the court of the political marketing

communicators. They are required to apply their professional know-how to

infuse the content of various communication theories/models as an ideal to

inculcate in the people, the need to accept, think and practice such preaching

of the concepts. There are lots of communication theories that are relevant to

our discussion. So, we are going to discuss some of them.

 36

Two Step Flow Theory

The two-step flow theory assumes that there is a definite group of

“opinion leader” who get information from the media analyze and interpret

it, and then pass it along to the public. This explanation of the theory draws

much insight from the community communications social structure (Sam

1993:196). The above explanation has received negative comments by some

communication experts. The theory fails according to Defleur and Sandra

(1989:55) due to the fact that no permanent group of people serves as

opinion leaders on all subjects. But our candid advice to politicians and their

personal aides despite the failing of this theory, is that they should use it in

preparation IEC campaign that will educate or enlightened elites in their

domain to reach out to the rural populace. According to Achor (2002:58)

since the educated elite are respected in there domains, the credible ones

among them can be used to mobilize tile rural populace to support certain

government polices or explain government viewpoint, actions and in-

actions. “They are adjudged in those communities as having fair knowledge

about political and social issues affecting their people”.

There is a modified version of the two-step theory or model. It is

called two-step communications with opinion leaders and opinion formers.

 37

Two-Step Communications with Opinion Leaders and Opinion Formers

When opinion formers (OF) are added in the communication model

becomes a little bit more interesting. Opinion formers can be separated from

opinion leaders. Opinion formers are formal experts whose opinion has

influence, e.g. journalists, analysts, critics, judges, members of a governing

body. People seek their opinions and they provide advice. Opinion leaders

on the other hand, are harder to identify-they are not formal experts, they do

not necessarily provide but other buyer (electorate) are influenced by them.

Other customers (voters) look towards them. Opinion leaders often enjoy

higher social status (than their immediate peer group) are more gregarious

and have more confidence to try new political ideas or products and services.

Endorsement from both opinion formers and opinion leaders are

valuable. The opinion formers are often quoted in promotional literature and

advertisements, while the style leaders are often see with the brand through

clever editorial exposure engineered by public relations professionals.

According to Smith (1997:71) this can be generated collecting third party

endorsements, creating events around celebrities and ‘placing’ products

alongside celebrities. In political marketing, a politician or political

candidate car: he endorsed by an opinion leader or the chiefs provided they

have the respect of the members of their immediate communities.

 38

Both opinion formers and opinion leaders can contribute towards

credibility. ‘Credibility before visibility’ means that a solid platform of

credibility should be developed before raising visibility with any high profile

activities.

Multi-Step Low Theory/Communication Model

Communication is in fact a multifaceted, multi-step and multi-

directional process. Opinion leaders talk to each other opinion leaders talk to

their listeners. Listeners talk to each other (increasingly with discussion

groups/internet groups) and subsequently feedback to opinion leaders.

The multi-step low theory holds that there are opinion leaders on

many different subjects and that they have varying degrees of influence.

This theory can be practically applied in marketing government’s policies,

canvass support for the sustenance of the nascent democracy.

Opinion Group Theory

The opinion group theory is fairly well accepted. It recognizes opinion

leaders but does not assume that they are the sole influence on the formation

of public opinion. The basic emphasis is on the function of discussion in

crystallizing opinion of people of similar interest, discuss mutual problems

and arrive at common conclusions. People try to conform to group opinion

 39

and to avoid disagreement with the majority. Any one may belong to several

groups at work, at church, at leisure. Grouping may be age, occupation,

place of residence and so on. Where there is a common interest, there is a

formal or informal grouping.

The group is centered on an opinion leader - a person who is listened

to by the others-although the leader may not be recognized as such. This

leader is the one who gets information from outside and comments on it to

group. The application of this theory to dissemination of government

policies and information is evident in our political life. In the rural areas of

our various communities, age grade especially in some Ibo speaking

communities, the leader of an age grade is respected among his age grade

members. Because of this, he becomes easy vehicle for carrying out

government’s policies and programmes to the members ad the entire

community (Achor, 2002).

Diffusion Theory

This theory can be successfully applied in political marketing. This

diffusion theory was developed in the I930s and expanded upon by Professor

Everet Rogers of Stanford University. It holds that there are five steps in the

process of acquiring new ideas.

 40

1) Awareness - The person discovers the idea.

2) Interest — The person tries to get more information.

3) Trial-The person tries the idea on others.

4) Evaluation — The person decides whether the idea is in his or her

own self-interest.

5) Adoption — The person incorporates the ides in his r own opinion

(Severin and James, 1988).

In this model, the political marketing communicator, persuader or the

political leader is most influential at the awareness and interest stages of the

process. Severin and James (Ibid) gave example to illustrate the point raised

above; “people for example, often become aware of a product, service,

candidate or idea through traditional mass outlets such as newspapers,

magazines, radio and television. Indeed, the primary purpose of advertising

in the mass media is to create awareness. The first in moving people toward

the purchase of a product, accept a government view point or candidate, or

support of an idea.

At the interest stage, more direct media-pamphlets, brochures, direct

mail, videotape presentation, even conferences and symposiums play an

important role. Once awareness has been created, people turn to more

detailed information in these direct media channels.

 41

Barton-Gillet Company, a research and consulting firm specializing in

higher education offered a variation on the diffusion model. According to

the company, communication process in marketing is as follows:

i. Awareness — bringing an institution or a company to the

attention of the audience — target market.

ii. Comprehension — developing an understanding of the appeal

of the institution or company.

iii. Commitment — assisting in the decision process (Wilcox,

1994).

iv. Conviction — matching individual interest to institution and

company or company of offerings.

In Barton - Gillet’s model, both mass media and direct media are

influential in the awareness stage. Direct media are most influential in the

comprehension stage. However, in the conviction and commitment stages as

in the original model, trail, evaluation and adoption stages, small group

discussion and person-to-person communication become the primary

influences and mass direct media become reinforcing mechanisms.

 42

The Reflective Theory

The reflective theory of communication postulates that a society will

reflect the types of communications it needs. Though this will vary from

society to society. Thus for example, the political climate of a society will

influence the reception and type of communication it requires. It should be

borne in mind that within an identical social environment, humans will react

different psychological, altitude make up, behaviour, po1itica and social

disposition of the target audience. That a society requires or reflects the type

of communication it needs does not suggest that communication packages

that supplies better information to the target audience should not be strive at.

2.7 Marketing and Politics

Marketing and political marketing an expert submits are consumer

voterguided and driven. It means that the process seeks what the voter wants

from a political leader. Despite political theory that may ask politicians to be

a states person (and not simply do what the voter want). The dominant

theory according to Caywood (1 992) would be to provide the issue and

leadership qualities that should gain the confidence of the voter and sustain

the electoral process. He further observed that “the longstanding processes

of marketing have been designed and built around the concept of a consumer

(voter) orientation”.
 43

In his own contributions, Ohiwerei of the then Chairman/Managing

Director of Nigerian PLC, observed that the first thing to ask as regards to

issue of politics and marketing is: what can marketing offer to politicians? In

an attempt to proffer answer to this question, he commended thus:

The dream of every politician is to be in government be part of the system

making laws, directing and shaping the process of economic and social

development. In our country, ambition for any politician is to the president

and commander-in-chief of the armed forces.

He added that, “to get there he has to market his person and his

party’s manifesto. He must be able to convince his electorate that his party’s

programme is more relevant to their needs than his competitors. In addition,

he must convince them that he can ably represent them and ensure that his

party’s programme is implemented”. a” comparison between the process of

getting into politics/government and the process of marketing will help

explain the above paragraphs. In Nigeria, we have about fifty political

parties and each has a manifesto. The manifesto is based on the party’s

ideology and is geared to meeting the needs of the electorate.

According to Ohiwere (1992:50), the political party can be likened to

a company, the party ideology to a company’s mission statement, the party

manifesto to a company marketing strategy/plans, and the party candidate to

 44

a brand. The logical conclusion he added, following from this process is that

a political party, if it is to be effective and successful should operate like a

business or a company. Given this analogy, we cannot deny the relevance of

marketing in politics.

A company’s success depends on the success of its brands or services.

Similarly, the success of a political party in election depends on the success

of its candidates. This suggests that it will be of value for the politicians to

have a brand successful-that is themselves successful using marketing

concept.

2.8 Political Marketing: An Overview

The term marketing has very recently been used in the field of politics

either in promoting political parties and candidates or persuading voters for a

certain political aspirant during electioneering campaigns (Achor, 2002:36).

The erstwhile military governor of Borno State, Marwa (1990-91) in

an introduction to a book by APCON observed thus: “it is obvious that

marketing in all its ramifications has an important role to play in politics..,

for one thing, politics involves enlightenment and persuasions. As such,

political parties need to educate the voter, not stampede them”, he added,

“essentially, the educational process involves marketing the programmes and

 45

policies of political parties as well as packaging the individual politicians

from the perspective of voters’ expectations”.

According to Achor (2002:41), the introduction of marketing to

politics started early enough in Britain and United States of America about

one and half century ago. For the first time in the history of Nigeria, our

politicians whole heatedly embraced advertising as a vital tool for projecting

themselves and their policies through mass appeal’s rather than sectional

appeals. What then is political marketing? Before we provide answer to that

question, we will first explain goals and aspirations, attempts to establish

societal goals and aspirations, attempts to establish mutually satisfying

exchange relationships between people or organizations who seek to satisfy

these requirements. According to Kotler (1991) political marketing/political

campaign marketing is a social and managerial process by which candidates

and parties obtain their election goals through creating offering and securing

approval of idea of value with the voter. Marketing is best understood as

“the process of fulfilling the expectations of consumers (including voters) by

providing solutions to their felt deficiencies”. The solution can be in nature

of goods, service, individuals, or political ideas, tat must be prompted in a

professional manner.
 46

The employment of marketing and its tools in persuasive

communication blueprints or actions plans designed to project a desirable

image of a subject. The new strategy now involves communicating need-

satisfying attributes of politicians and their parties through various integrated

political marketing communication, e.g., advertising face-to- face

communication and publicity, IEC packages, etc.

In political marketing, the product to be marketed may be the political

candidate, government Policies or political ideals. The target market in the

electorate (voters). Both the politician and voters are human hence; any

marketing effort in selling the politicians to the voter should involve

motivational or behavioural research. This research or survey will reveal the

expectations of voters from a particular government, politician or political

party in power.

Who is a politician? According to Oxford Advanced learner’s

Dictionary (1986), politicians are people who are skilled or interested or

engaged in politics especially, as a profession. Politics itself, being a

struggle to control the state apparatus or machinery. In the context of our

discussion, like (1992) noted a particular kind of politicians called “career

politicians’ - that is people who are in politics to stay, people who are

seeking to govern vote in one election or more. Politicians are vote seekers
 47

and marketing is used in meeting this specific need, hence adoption of

promotional strategy becomes important.

The essence of promoting politicians is to bring out the salient points

in them and also make them presentable and acceptable to the voting public.

Mike (Ibid) corroborates the above view when he observed that; “the idea of

promoting politicians is not an entirely new phenomenon. In simple

societies, for instance, the promoting of politicians often took place when a

community was in search of special leadership qualities in people”.

Attributes such as courage, valour, eloquence, honesty, perseverance and

charisma enhanced the position of those who possessed them in varying

degrees in different contexts. Just as possession of any or all of those

attributes advanced the standing of some individuals at that time, it plays an

equally significant role in political practice today. Nevertheless, the issue of

promotion of politicians in contemporary societies is different from

promotion in historical perspectives. Having discussed this far, we will

discuss the types/forms of information, education and communication

strategies employed by politicians in promoting themselves or marketing

their party to the voters.

 48

2.9 Types/Forms of Integrated Information Education and

Communication Strategies Employed by Nigerian Politicians

There are various information education and communication

strategies or forms that are employed by politicians in marketing themselves

to the electorate. And in our background to this study, we did mention few

of them. Here we are going to identify them and group them under five

public for an enlightenment strategies, mass media publicity enlightenment

strategies public speaking publicity and public enlightenment strategies,

traditional communication/media publicity strategies, others include event

publicity strategies and interpersonal and small group publicity campaign

strategies.

We are going to discuss each group and identify the strategies in each

of the groups and how politicians be boren in mind that the one or ones to be

employed depends on the nature of the politicians, or political party, as well

as the geomographics or sociographics, psychographics and demographics of

the target audience or target market the publicity or public enlightenment

effort is aimed at (Nwosu, 2001:223).

 49

Public for an IEC Cum Publicity Marketing Strategies in Political

Marketing

One of the strategies employed by politician by and political

marketing communication is public forum (such as political rallies,

seminars, conferences and workshops etc) in mobilizing the mass or

education, political education and social mobilization. The political

awareness rallies are a special feature of the public for strategies. During

political awareness rallies, the politician addresses the party supporters and

other group of voters.

During such occasion, the public relations outfit that is handling

publicity campaign strategies researches into the personality of the political

candidate. This enables him to present useful information about the political

leader. The political marketing communicator prepares speeches. Position

papers based on the analysis of the political leader or politician being

marketed (Nwosu, 1 992).

At the wake of the 2003 electioneering campaigns, some political

parties especially People’s Democratic Party and All Progressive Grand

Alliance in the Southeast toured various towns, villages and hamlets to

address rallies. Music, speeches and poetry were used to deliver messages of

political and social mobilization. The immediate effect of people’s

 50

participation and identification with the ideals were felt. They were not only

addressed, they were also allowed in their thousands to express their feelings

during the period (NOA, 2003).

One of the immediate effects of the rallies was the actions taken by

the government in responds to the yearning of the people, especially at the

early part of the transition programme in 1999. In several states, especially

in the southeast, governors began, for the first time, a programme of “meet

the people” where dialogue in local languages and free trade of ideas were

encouraged. This brought the government closer to the people and made

their message and programmes more acceptable to the people.

Unfortunately, public survey and opinion have shown that the present

government at various levels and failed Nigerians, due to their non-challant

attitude towards the plight of the suffering masses. Fun enough, political

rallies especially during last electioneering campaign have been described

rallies for money sharing. And participants attend with the intrinsic hope to

get their own fair share of the money.

Public Speaking IEC/Publicity Strategies use in Political Marketing

Public speaking is a very useful method of achieving publicity and

public enlightenment objectives. It is an art as well as science. Not

everybody is born an orator, but the art and science of effective public
 51

speaking can be learnt. To succeed in using this method of information

education and communication cum publicity strategies in political

marketing, and enlightenment campaign Nwosu (1992: 16) advised that we

must master the art of effective speech writing and speech delivery. He

added that, “apart from normal speeches or addresses, political marketing

communicators must know how to prepare materials for delivery of speak

effectively during public lectures, symposia, colloquia, conferences,

workshops and seminars aimed at publicizing our products (politicians or

political candidate) as well as party programmes, project and policies.

In the southeast Nigeria, Governor Chimaroke of Enugu State have

carved a political niche for himself through public speaking. Between the

periods of 2000-2003 he has presented over ten scholarly cum topical papers

within southeast and across it. Some titles of the papers he presented

include, “IGBOs Rediscover Ourselves”, “God fatherism; Silicon or

Reality” Executive-legislature relationship. The key to Nigerian Nascent

Democracy”, etc (www.ebe-ano-org.).

He has marketed himself to his target audience cum admirer through this

strategy. The paper he delivered on the 7t1 October, 2003 during a special

convocation ceremony organized by University of Nigeria, Nsukka was the

toast of ceremony.
 52

Traditional Media Use in IEC Political Marketing Strategies

“Oramedia” as popularized by the late professor Frank Ugboajah

(1986) is the terminology fondly used for traditional communication

methods of face , village square meetings town criers, folklore, community

theatre, music and dance. Political mobilization or marketing and

publicity/public enlightenment efforts in developing countries like Nigeria

cannot be effective without the use of some traditional or folk media

strategies. There are many reasons for this and there are many forms of these

media of publicity including those discussed above. Their power or strength

as media of publicity and public enlightenment in the developing countries

lie mainly in their high level of credibility accessibility and availability to

the target markets or audience members (political constituencies) we meant

to reach.

During and after the electioneering campaign in 1999 and 2003, the

dialogue sessions by Governors of the southeast with the critical opinion

leaders were intended to get to the people at the grassroots level. Ultimately

during the various established contacts put in place by various communities,

as their opinion leader share information with them. This scenario explains

better the importance of community social communication structure in the

rural political settings (Salu 1992:156).

 53

The sophistication in politics and economy were broken down for

easy understanding. This is complemented by local artists who through their

works of art music and entertainment use current issues to communicate

with the people. Of course, the policy makers do get feedback through this

means of expression (Adarnolekun, 1996:72).

Commenting further on those communication platforms Adamolekun

(Ibid) observed thus:

The combination of these various tools of public

relations and communications achieved the objectives
of enhancing political awareness of Nigerians. The
determination and understanding with which the
Nigerian citizenry went through the several transition
programmes including the “open ballot” system is an
indication of impact of the social mobilization
exercise.

Notwithstanding the in-built imperfection in the system, the positive

result of enlightenment is still palpable in the country today (Ibid 76). In the

southeast Nigeria, all the states Governors used and are still using various

forms of traditional media of communication to reach out to the people. For

example, in Enugu State, special songs were composed in Nkanu dialect in

order to sell Governor Chimaroke not only to his political constituencies but

across Enugu State. One of the popular signature tunes called “Shiaharaya”
 54

has shot Governor Chimaroke above all other contenders of the exotic

political position. Again, the programme called “LETTER FROM

SOLOMON” has become a platform for political mobilization, hence topical

political, economic, cultural cum social issues are being brought to listening

pleasure of Enugu people and environs (Authors’ opinion).

Though a lot of people have described this programme as a

propaganda laced programme designed to manipulate people’s belief and

experience in (with) the government.

In Abia State, several traditional songs have been composed by Orji

Kalu admirers and praise singers, all in a bid to give credibility to his

government and programmes. While some of the these songs extol the

virtues of governor Orji Kalu others are rendered in order to manipulate the

electorates’ belief iii his government (discLlssion sessions by political

observers, 2003). In Imo and Ebonyi the story is still the same.

Mass Media Publicity and Public Enlightenment Strategies Employed

by Politicians

The mass media are very powerful information education and

communication (awareness creation) tools. Political communicators must

therefore, know how to use the mass media optimally in trying to achieve

publicity and political marketing enlightenment objectives for their clients-

 55

politicians, political parties etc. they should know how to relate to and work

with reporters and other media practitioners.

To achieve success in their mass media (IEC) publicity efforts, they

must understand the strengths and weaknesses of the various media through

extensive media characteristics analysis and media research. They must also

know how to use press conferences, interviews and media appearances/panel

discussion to publicize their client and clients’ ideas among others. Also,

they must know how to produce and use films, video photographs, press

release, news, articles, features, banners, posters, leaflets and other media

content like editorial, commentaries, magazine and other programmes on

radio and televisions in trying to achieve their public enlightenment and

publicity objectives (Nwosu, 1996). The items we mentioned in the last

sentence are components of information, education and communication

strategies. They are been employed by politicians in marketing themselves,

their programmes and government policies.

The information/communication officers or chief press secretaries of

various southeast governors use these platforms in reaching out to people

concerning governments, most especially news commentaries, news releases

and editorial are used by the governors. The question that must be answered

by political observers and keen voters is whether the content of these IEC
 56

packages are ethical or mere negative propaganda. This we shall determine

in chapter of this project research during our data analysis and presentation.

Inter-Personal and small Group 1EC/Publicity or Political Marketing

Enlightenment Strategies

There is nothing as effective as trying to publicize a product, idea or

person or enlighten anybody on any of these as the face-to-face, one-on-one

and word of mouth methods. This is because according to Jefkins (1985:61),

(Nwosu 2001:226) they give the personal tough to the publicity or public

enlightenment effort. They are also somewhat intimate and have enough

room for dynamic communication and exchanges that make for great

effectiveness of the publicity effort.

The Multi-Media Publicity anti Public Enlightenment Strategy

In the early introduction of IEC in this project, we mentioned the

multimedia approach. Here we want to discuss a few things about it. The

multi-media strategy simply) involves the careful selection, interaction or

public enlightenment efforts (Nwosu, 1986). It is quite effective because one

media form which complement other media form for maximal results. The

major limiting factor here is money. But with careful planning and research

base knowledge of the target audience or market as well as the nature of the
 57

politicians, ideas, political party being publicized, the marketing

communicator can handle this and any other limiting factor well.

2.10 Persuasion in Political Marketing Communication

The concept of persuasion has been described as a key to effective

communication, which systematically influences self-concept and individual

perception of the world around him. It has also been described as the ability

to change the minds of people who have their minds already made up.

Bettinghaus (1973) described persuasion as “conscious attempt by one

individual to change the attitudes, beliefs or the behaviour of another

individual or group of individuals through the transmission of some

messages. in their own submission as the process of preparing and delivering

messages through verbal and non-verbal symbols to individuals or groups in

order to alter, strengthen, or maintain attitudes, beliefs, values or behaviours.

Persuasion is the essence of marketing communication. Marketing

communicators-along with people in other persuasion-oriented roles (e.g.

theologians, parents teaches, politicians) attempt to guide people toward the

acceptance of some belief, attitude, or behaviour by using reasoning and

emotional appeals (Terence, 2000:163). Strong & Cook, (1997:41)

corroborate the above explanation. They described persuasion as something

used to influence opinion, reinforce existing attitude and/or behaviour, to

 58

modify existing attitudes or reverse existing attitude or behaviour. However,

the essence of persuasion in political marketing communication is to sell an

idea, opinion, a candidate to the voter and to change the attitude, values and

behaviour of the electorate or society.

Persuasion may suggest to many something manipulative, exploitative

or unethical. At times, political marketing communicators’ persuasion

efforts are undeniably unethical. Shrewd operators bamboolze the

unsuspecting and credulous into accepting negative propaganda.

The practice of persuasion can be noble or deplorable. There is

nothing wrong with persuasion per se; it is the practitioners of persuasion

who sometime are at fault. There are multiple forms of persuasion. It would

be erroneous to think that persuasion is a single method, practice or

technique. Rather, there are many persuasion methods in theory as there are

persuasion practitioners.

On a daily basis one is being persuaded via the radio, television,

movies, newspapers, book, etc to either buy a product, vote for a political

candidate or subscribe to some version of what is right, wrong true or

beautiful. Persuasion takes the forms of handbills, bulletins, posters,

billboards, stickers, souvenirs, subtle mobile advertising displays,

newsletters, print and electronic media messages, discussion, speeches,

 59

gossips, grave vine etc. each of these media according to Nweke (2001:132)

serves both specific and general purposes, ranging from sheer

enlightenment, education and mobilization to total conversion into a

completely new line of action.

These media are elements/forms of information, education and

communication (1EC) packages, which we have early explained. The

message contents must be informative, educative and above all, has the

ability to communicate effectively to the recipient of the EEC messages,

which are intended to influence their opinion and attitude etc.

2.11 Summary of Reviewed Literature

We have been able to highlight some key topics on this chapter. First,

discussion on Nigeria political landscape with a special focus on the

southeast terrain was presented. A common feature in the Nigerian political

cum social scene was noted. This feature is described as the “Nigeria factor”

which works to keep the nation at a retrogressive phase of development, the

Nigeria factor, the element of which includes bribery and corruption,

squander mania, greed, etc.

The concept of communication was explained while it was

distinguished from information hence their relationship were established,

being that in any communication process information must be essential

 60

before the communication makes meaning. Also communication process and

how it works in political marketing were also explained while the concept of

information education and communication (IEC) strategies were given

elaborate explanations.

Issues on communication were wrapped up with detail discussion on

communication theory as used in political marketing. An overview of

political marketing was also presented. We define political

marketing/political campaign marketing as a social and management process

by which candidate and parties obtain their election goal through creating

offering and securing approval of ideas value with the voter.

The forms/types information, education and communication (IEC)

package include speeches, poster, news commentaries, editorials, handbills,

etc. hence, the IEC forms were groups namely; public for a IEC strategies

public speaking IEC strategies, traditional media IEC strategies, mass media

IEC strategies and interpersonal and small group IEC strategies. This chapter

rounded off with a detailed discussion on persuasion in political marketing.

 61

REFERENCES

Achor, Prince N. (2002) “An Assessment of Persuasive Political

Communication Strategies used by Orji Uzor Kalu Led-
Administration in Building Support in Abia State: A Study in Political
Marketing” Unpublished MBA Marketing Project UNEC.

Adarnokekun, Wole (1996), “PR for Social Development” Public Relations

Digest, Vol. 4.

Achor, Prince (2008) Political Marketing: Marketing, Communication and

Politics Enugu: Framework Frameconsult (in print).

Ball-Rokeach, Sandra (1989), Theories of Mass Communication, 5th ed

White Plains. New York: Longman.

Bettinghaus, Erbilin (1973) Persuasive Communication, (2nd ed) New York:

Holt, Rinehart & Winson.

Clark, Caywood 1. (1992)” Integrated Political Marketing Communication

Strategies and Tactics” in Charles Okigbo’s (edited) Marketing
Politics: Advertising Strategies and Tactics, Lagos APCON.

Dance, F.E. & Larson, C.E. (1979) The Function of Human Communication,
New York: Holt Rhinehard & Winston.

David, G.E. (1979) Politics and Communication, Website Extract,

www.politicalcommunication.org.

Duffy, Margaret (1991) “How to Communicate to a Post Literate World”.

Communication World, November.

Ehikwe, A. (2002) “Blending Conventional and Traditional Media of

Communication”, Journal of Public Relations Management, Vol. No. I
UNEC.

Ekpu, Ray (2000) “Legislature and Executive a Partners1iip Work”,

Newswatch Magazine.
 62

Fill, Chris (1999), Marketing Communication: Contexts, Contents &

Strategies London: Prentice Hall Inc.

Folarin, A.B. (1998) Issues in Applied Communication, University of

Ibadan: Sirling-Horden Publishers.

Guardian Newspaper, October 2, 2003, “The Nigerian Factor”.

Ijiomah, M.I. (2001) Nigeria: An Anatomy of Development and
Retrogression, Enugu: Smartlink Publishers.

Ijiornah, M.I. (1998) Lecture Note on Development: Federal University of

Agriculture Uniuagwo, Abia State.

Jefkins, Frank (1985) Introduction to Marketing, Advertising and Public

Relations. London: Wadsworth.

Kotler, Philip (1991) Marketing Management, Analysis, Planning,

Implementation and Control, Eaglewood Cliffs, New Jersey: Prentice
Hall Inc.

Lasswell, Harold D. (1984) “The Structure and Function of Communication

in Society” Bryson (ed) The Communication of Ideas. New York:
Harper Publishers.

Nweke Okechukwu F. (2001) Public Relations Practice Concepts and

Strategies, Enugu: Hamson Publishers.

Nwosu, Ikechukwu F. (1986), “Mobilizing People’s Support for

Development”. Africa Media Review, Vol. 1, No. I

Nwosu, Ikechukwu E. (1992) Public Relations: Speech Media Writing and

Copy, Enugu: A CENA Publisher.

Nwosu, Ikechukwu E. (1996) Effective Media Writing: Mass Media,

Advertising PR and Promotions. Enugu: E-Nok Publishers.

Nwosu, lkechukwu E. (2000) Roles and Challenges of Public Relations”, the

Nigerian Chronicle, Monday October 16.
 63

Nwosu, Ikechukwu E. (2001) Marketing Communication Management and

Media: An Integrated Approach, Lagos: Dominican Publishers.

Nwosu, lkechukwu E. (Ibid, 233). Ohiwerei (1992) “Political Party

Manifesto” Newswatch Magazine.

Salu, A. (1993) Local Government Public Relations, Lagos: NI RR.

Shimp Terence. A (1 993) Advertising Promotion: Supplemental Aspects of

Integrated Marketing Communications. South Carolina: The Dryden
Press.

Smith, P.R. (2000) Marketing Communications, an Integrated Approach,

London: Kogan Page Ltd.

Ugboajah, Frank (1986) Ora-media.

Umechukwu, P.O. J. (2002) “Communication Strategies for Managing the
Environmental Problems in the Oil Producing Communities of
Nigeria” A Paper Presented at a 3-Day National Workshop on New
Strategies in Environmental Management/Protection: Antidote to
Environmental Related Crisis, Conflicts and Problems in Nigeria held
at the Integrate Cultural Centre, Port Harcourt, between July 24 and
26th, 2002.

Wilcox, Dennis & Lawrence N.W. (1995) Public Relations Writing and
Media Techniques (2nd ed) Hillsborough California: Wadsworth.

Wood, Gravy & Rober Denton, Jr. (1992), Persuasion and Influences in
American Prospects Height Illinois: Wave Land Press Inc.

World Bank (1998) Publication on Communication Programmes, London.

www.ebe-ano-org.

Yolah, K.H. (1996) “Population Communication” Public Relations Digest.

Volume 4.
 64

CHAPTER THREE

RESEARCH DESIGN AND METHODOLOGY

3.1 Research Design

For the purpose of this study we have adopted survey research

method. According to Osuala (1982:4) survey research is a systematic

collection of information directly from respondents. It studies both large and

small population by selecting samples chosen from the population to

discover the relative incidence distribution and inter-relationship of

sociological and psychological variables. A survey is a form of planned

collection of data for the purpose of description or predications as a guide to

action or for the purpose of analyzing the relationships between certain

variable (Oppenhin, 1970:1)

3.2 Population of the Study

The population of this study includes:

1) Educated voters who reside in the southeast state in Nigeria.

2) Citizens of the southeast residing elsewhere in Nigeria. The total

number of the population is not certain.

 65

3.3 Area of Study

The area of the study covers the entire southeast state of Nigeria

namely; Abia state, Anambra State Ebonyi State, Enugu and Imo States. The

research concentrated mainly on those states while mention were made of

other state when and where necessary in the course of the study.

3.4 Scope of Study

The scope of the study centered on the use of information, education

and communication (IEC) among selected Nigeria politicians, hence it’s

within the confines of political marketing. The researcher will only kept to

the above scope but can drew analogy from related area when and where

necessary.

3.5 Sampling and Sampling Technique

Sampling techniques are the alternative ways of selecting the

individual element or units that will add up to the predetermined sampling

size of the study. Owing to the nature and characteristic of the population for

this study, the researcher adopts the probability sampling technique. The

decision was based on the cost of studying the entire population.

 66

Probability sampling therefore enable the researchers to select the

sample unit having equal chance of being selected. It makes it possible for

the investigator to estimate the extent to which the finding based on his

sample are likely to differ from what he would have found studying the

population.

3.6 Sample Size Determination

To determine the sample size, the researcher conducted a pilot survey

in which 200 copies of a research questionnaire was administered randomly

among the electorate/resident in each of the five southeast states. Out of this

number, 120 were correctly filled and returned. This was taken as a positive

response. The remaining 80 represented the ones that, were not returned and

were regarded as negative response. Therefore, the percentages of both

responses are 60 and 40 respectively.

The researcher used the Freund William model of sample size

determination calculated at 95% confidence level and 5% standard error to

calculate the optimum sample size. The formula is thus:

N = (Z)2(PQ)
E2

Where: N = Sample size

P = Percentage of positive response

 67

Q = Percentage of negative response

E = Percentage of error

Z = Normal variety for the desired level of confidence

Substituting and solving for “N”

N = (1.96)2(60 x 40)
52

= 3.84 16x2400
25

= 9219.84
25

= 368.79

With this outcome, the researcher decided to approximate the sample to 370.

3.7 Procedure for Data Collection

Data for this study were gathered through both primary and secondary

data sources. Primary data involves the drawing of questionnaire and oral

interview. Questionnaire was administered randomly on the two categories

of the respondents drawn from the five states of the southeast. The oral

interview was conducted among opinion formers/leaders in political issues

selected by the researcher and their responses helped in re4raming the

questionnaire. Secondary data form the bulk of the research. These include

extracts from books, journals and seminar papers, news commentaries,

 68

features and articles etc. A review of their contents were used mostly in

chapter two of this study.

3.8 Method of Data Analysis.

The main method used in analyzing data collected for this study

include the simple percentages and chi.-square was used in testing of

hypotheses formulated for the study. These methods were chosen because

they make for clearer analysis and presentation of idea. Not only that a study

of’ this nature requires a standard statistical method that will provide the

values of variables without much difficulty.

The formula for chi-square is given thus:

X2 Σ(Oi-Ei)2
Ei

Where; Σ = Summation sign

x2 = Chi-square

Oi = Observed frequencies

Ei = Expected frequencies

Contingency tables were used to show both the observed and expected

frequencies. The results were tested using 0.05 significance level and table

value of the appropriate degree of freedom.

 69

3.9 Decision Rule

The rule states that, “we reject null hypotheses at the appropriate

degree of freedom if calculated x2 value is greater than critical x2 value and

accept the alternative hypotheses other wise we do not”.

 70

REFERENCES

Osuala E.C. (1982), Introduction to Research Methodology, Owerri: Feb.

Publishers Limited.

Ikeagwu, Egbui K. (1998), Groundwork of Research Method and

Procedures. Institute for Development Studies, University of Nigeria,
Enugu Campus.
 71

CHAPTER FOUR

DATA PRESENTATION AND ANALYSIS

4.1 Introduction

The data collected through questionnaire and other sources were

presented and analyzed in this chapter. In presenting the data, the response

rate to the questionnaires and other background information about the

respondents where presented first. This was followed by the presentation of

other descriptive data, and the test of hypotheses.

4.2 Analysis of Questionnaire Distribution

A total of 370 questionnaire were distributed to eligible voters or

electorate who are resident in the South Eastern states of Nigeria (Abia,

Anambra, Ebonyi, Enugu and Imo States), other eligible voters who citizens

of those state that reside in other states but voted in gubernatorial elections

of the questionnaires and voted during gubernatorial elections in these states

between 1991-2003. Other eligible voters who are citizens of those states

who reside in other states but voted guber elections got the questionnaires.

Each state was Assigned a quota (i.e., given a specific number of

questionnaires). The response rates according to the demographic data of

the respondents where presented below.

 72

4.2.1 Questionnaire Response Rate

Out of the 370 questionnaires distributed a total of 336 questionnaires

were returned. An analysis of the response rate was presented in table 4.1

below.

Table 4.1 Questionnaires Responses Rate

Questionnaire Distributed Frequency Percent

Returned Questionnaires 336 90.8

Unreturned Questionnaire 34 91

Total 370 100

Source: Field Survey, 2005.

Table 4.1 indicates that out of this number, a total of three hundred

and thirty-six (336) questionnaires representing 91 percent of the total

questionnaire distributed were returned by the respondents while the

remaining 34 questionnaires representing 9.1 percent of the total

questionnaire distributed were not returned. Given the nature of the area of

study this rate of response was considered adequate. The researcher made

several efforts to recover more questionnaires but it was not possible since

some of the respondents had misplaced them.

 73

4.2.2 Distribution of Respondents by Sex

The questionnaires were administered to both male and female

respondents. The distribution of the respondents according to sex is

presented in table 4.2

Table 4.2 Distribution of Respondents by Sex

Respondents Frequency Percent
Male 202 60.1
Female 134 39.8
Total 336 100
Source: Data obtained from Field Survey 2005

The above table indicates that 202 respondents representing 60.1

percent of the respondents were male while 134 respondents or 39.8 percent

were female. The difference between the percentage of male and female

respondents is not much. In the issues of politics the males are usually more

prominent and quicker to respond to issues than females. As such, the higher

percent for male respondents should be expected since these respondents

were randomly selected.

 74

4.2.3 Distribution of Respondents by Educational Qualification

In distributing the questionnaires efforts were made to ensure that the

major educational qualifications of respondents were covered. The spread is

presented in table 4.3 below.

Based on various qualifications mentioned below, the highest number

of respondents are those with first degree/HND, representing a total of 180

or 53.6 percent of the total respondents, the next in terms of percent are

those with postgraduate qualifications (23.8 percent) followed by ND/NCE

holders (14.8 percent).

Those with SSCE/GCE are insignificant. They represent

7.7 Percent of (lie Total Respondents.

Table 4.3 Distribution of Respondents by Educational

Qualification Frequency Percent
SSCE/GCE 26 7.7
OND/NCE 50 14.8
1st Degree/HND 180 53.6
Postgraduate Degree 80 23.8
Total 336 100
Source: Field Survey, 2005.
 75

4.3 Analysis of Descriptive Data

The descriptive data collected through the questionnaire were

presented separately and analyzed according to various topics covered by the

objectives of the study, research questions and the research hypotheses

before further analysis was carried and in answering the research questions.

Table 4.3.1: Identification of Communication Media used by the

southeast governors in reaching out to the masses

N/S Media Frequency Percent

i. Rallies 366 100

ii. Speech, seminars, conferences 366 100

iii. Banners, stickers 366 100

iv. Posters, billboards, handbills 366 100

v. News commentaries news releases. 366 100

vi. Radio and Television 366 100

vii. Tours, Music 366 100

viii. Traditional made of communication 366 100

All of the above 336 100

Source: Field Survey, 2005.

 76

The table above shows that all the respondents 336 accounting for 100

percent identified all the communication media mentioned were used by the

then southeast governors to reach out to them. This expressly shows that all

the channels of communications listed were extensively used within the

duration covered in this research.

Table 4.3.2 Whether message content of those media are Ethical and

Persuasive.

Options Voters Resident in Non Resident Total

Southeast Voters

Yes 100 (49.5%) 38 (28.4%) 138 (41%)

Not all 82 (40.6%) 14 (10.4%) 96 (29)

Can’t Say 20 (9.9%) 82 (61.2%) 102 (30%)

Total 202 (100%) 134 (100%) 336

Source: Field Survey 2005

Table 4.3.2 tells us that of 202 (voters) respondents resident in south-

east, 100 (49.5%) answered in the affirmative that the message content of

the various media of communication used by the governors of the south-east

were ethical and persuasive, 82 (40.6%) answered in the negative while the

remaining 20 respondents accounting for 10% were neither here nor there.

For voters, non resident in the southeast, 38 or 28.4% answered in the

 77

positive, 14 (10.4 percent) answered on the contrary while a majority of

respondents, 82 or 61.2% where neither here nor there.

In sum, of 336 respondents, 138 (41 percent) answered in the positive,

96 (29 percent) answered in the negative while the remaining 102

respondents accounting for 30 percent were neither here nor there.

Table 4.3.3: Influence on behaviour, Attitudes and beliefs of the

respondents

Options Voters Resident in Non Resident Total

Southeast Voters

Strongly believed 98 (48.5%) 30 (22.3%) 128

(38%)

Don’t believe 84 (41.6%) 70 (52.2%) 154

(46%)

No opinion 20 (9.9%) 34 (25.3%) 54.16%)

Total 202 (100%) 134 (100%) 336

Source: Field Survey 2005

The table above captures the extent the respondents believe that the

communication media used by the politicians affected or influenced their

behaviours, attitudes and beliefs.

 78

The data in the table indicate that 98 (48.5 percent) strongly believed

that the communication media used by the politicians influenced their

behaviours, attitudes and beliefs in a positive way, 84 (41.6%) respondents

do not believe they have been influenced while the remaining 20 or 9.9

percent respondents had no opinion.

For non resident voters, of 134 respondents, 30 (22.3%) said they

were behaviorally, attitudinally, and by belief influenced, 70 (52.2%) denied

been influenced while remaining 34 accounting for 25.3 percent were neither

here nor there.

However, a total of 128 (38 percent) respondents out of 336 sampled

strongly believed that were positively influenced 154 (46 percent) denied

any influence while 54 (16%) respondents had no opinion.

Table 4.3.4: 1EC Message Not Factual & Rooted in Falsehood

Responses Respondents categories Non Resident Voters Total

Respondent Voters Non Resident Voters

Yes 98 (48.5%) 52 (38.8%) 150 (45%)

No 42 (21.5%) 62 (46.2%) 104 (31%)

Neutral 62 (31%) 20 (14.9%) 82 (24%)

Total 202 134 (100%) 336

Source: Field Survey 2005

 79

The above table indicates that of 202 respondents representing

resident voters, 98 (48.5%) answered in the affirmative that 1EC messages

sometimes used by the politicians understudy are not factual but rooted in

falsehood, 42 (21%) respondents believe they are factual while the

remaining 62 amounting to 31 percent were neither here nor there. And of

the 134 respondents representing non-resident voters, only 52 (38.8) said

they IEC message were not factual, 62 or 46.2 percent respondent agreed

that they were factual while the remaining 20 (14.9%) were neutral.

However, of 336 respondent 1 50 (45 percent) said the IEC messages

were not factual and rooted in falsehood 104 (31%) said they were factual

while 82 (24 percent) were neutral.

Table 4.3.5: Whether former Governor Chimaroke used much more

IEC packaged than other former Governors.

Response Resident Voters Non-Resident Total

Yes 120 (59%) 40 (30%) 160 (47.6%)

Not all 22 (10.8%) 80 (60%) 102 (30%)

I don’t know 60 (29.7%) 14 (10%) 74 (22%)

Total 202 (100%0 134 (100%) 336 (100%)

Source: Field survey 2005.

 80

Table 4.3.5 above shows that 120 (58%) out 202 residence voters

agreed that former Governor of Enugu, Dr. Chimaroke used much more IEC

packages than other former south eastern governor, 22 (10.8%) disagreed

while 60 (30 percent) respondents could neither say yes or no. Of the 134

respondents representing non-resident voters, only 40 (3 0%) answered in

the positive 80 or 60 percent respondents answered in the negative while the

remaining 14 respondents accounting for 10 percent were neither here nor

there.

Table 4.3.6 Speeches, news and posters are used much more by Nigerian

politicians.

Responses Resident Voters Non-Resident Total

Voters

Agreed 100 (50%0 40 (29.8%) 140 (42%)

Not agreed 20 (10%0 64 (48%) 84 (25)

Fairly agreed 82 (40%) 30 (22%) 112 (33%)

Total 202 (100%0 134 (100%) 336 (100%)

Source: Field Survey, 2005

From table 5.3.6 above, it can be deduced that of 202 respondents

representing resident voters, only 100 (50 percent) agreed that Nigerian
 81

politicians use speeches, news and posters, much more in reaching out to the

masses than other IEC media. 20 (10%) respondent disagreed hut could not

mention other media that are used match more by Nigeria politicians while

the remaining 82 which accounts for 40 percent fairly agreed. And of 134

non- resident voters, 40 (29 percent) agreed, 64 (48 percent) disagreed while

the remaining 30 accounting for 22 percent of the total respondent fairly

agreed.

In sum, of 336 respondents, only 140 respondents representing 42

percent agreed that Nigerian politicians use much more speeches, news and

posters than other IEC media in reaching out to the masses. 84 (25 percent

disagreed while 112 respondents accounting for 33 percent fairly agreed.

Table 4.3.7: Other Political Communication Strategies used by

Politicians

Strategies Options Frequencies Percentage

Public Relations 70 20.8
Propaganda 100 29.7
Publicity 50 14.8
Political Advertising 56 16.6
All of the above 60 17.8
Total 336 100
Source: Field Survey 2005.
 82

The table above indicate that 70 (20.8 percent) of the total respondents

said that politicians use public relations, 100 or 29.7 said politician employ

much more propaganda, 50 (14.8 percent) said they also employ publicity,

56 (16.6%). said they use political advertising while 60 respondents

representing 17.8 said they make use of all the political communication

strategies mentioned.

Note: Ratings of Political Communications Strategies.

To gain more insight about the political communication strategies

used by politicians respondents were asked to rate the political

communication strategies Nigerian politicians’ use. Four strategies were

presented to them on a five-point likerts scale to take the extent to which

they agree or disagree with the usage of the strategies.

Their responses were summarized in table 41:8 below and analyzed

using the mean responses to conclude on whether or not they agree with

each strategy. Level of significance is 0.05. The scale was assigned

weightings as follows:

Strongly, agree = 5

Agree = 4

Undecided = 3

Strongly disagree = 2
 83

Disagree = 1

Total = 15

A cut off point is determined by finding the mean of the nominal

value assigned to the options using the formula:

Mean = x = Σf
n

Where Σ = Summation value

n = Number of item

The mean = 15
5

= 3.00 + 0.05 = 3.05.

Table 4.3.8 Ratings of political Communication Strategies

S/N Strategies SA A UD D SDI Total Total Mean Remark

of score resp.
Resp Σxifi Σxifin
A Public 70 100 106 30 30 336 1158 3.44 Agreed

relations

B Propaganda 100 80 80 40 36 336 1176 3.5 Agreed

C Publicity 80 60 20 20 156 336 896 2.66 Disagree

d. Political 80 50 14 54 10 336 1144 3.40 Agreed

advertising

Source: Field Survey 2005.

 84

For the purpose of decision making those strategies dint had mean

responses above 3.05 were accepted as greed while those with mean

responses below 3.05 were less used by politicians.

Based on the mean responses the major strategy used much more by

the Nigerian politicians in marketing themselves is propaganda. It has a

mean response rate of 3.5. This should be expected considering the level of

falsehood some politicians disseminate via the political communication

media.

The second strategy is public relations. It had a mean response rate of

3.44. The third political communication strategy that is used sparingly is

political advertising especially during electioneering campaigns. Publicity

which had a means response rate of 2.66 is least used by politicians. Though

this does not mean that publicity is reflected to the background rather its

strategies are subsumed in propaganda and public relations

Table 4.3.9: Casting of Vote during 1999-2003 gubernatorial elections

due to messages of IEC media.
Responses Frequency Percentage
Yes 146 43.5
No 90 26.7
Cant remembers 100 29.7
Total 336 100%
Source: Field Survey 2005.
 85

Table 4.3.9 above shows that 146 (43.5 percent) out 336 respondents

agreed that they voted during the 1999-2003 gubernatorial elections in the

south eastern states clue to the influence of the ICE message had on them. 90

(26.7 percent) respondent voted not because of the messages disseminated

through the IEC media, while 100 respondents representing 30 percent were

not certain whether or not they voted in the gubernatorial elections due to the

influence of IEC message they got.

Table 4.3.10: Traditional media used by south east politicians in

political mobilization in the rural areas

Media Frequency Percentage

Village square meeting 20 6

Music and dance 30 9

Town crier - 85%

Festivals 286 85

Age grade 7 -

All of the above - 100

Total 336 100%

Source: Field Survey 2005.

 86

The table above indicates that 286 (85 percent) respondents said

Nigerian politicians in the south east use the traditional medium of festivals

in mobilizing supporters in the rural areas, 30 (9%) said they use traditional

music and dance while 20 respondents accounting for 6 percent said they

(politicians) use village square meeting in mobilizing support in the rural

areas.

4.4 Test of Hypotheses.

Four hypotheses were formulated for this study. For the test, we adopt

chi-square with the formula given thus:

X2 = Σ(Oi-Ei)2
Ei
Where:

X2 = Chi-square

Oi = Observed frequency

Ei = Expected frequency

Degree of freedom = DF = (C - 1) (R - 1)

Where: DF = Degree & freedom

C = Column

R = Row

I = Constant factor

Significance level 0.05

 87

Decision Rule/Criterion

The rule states that we reject null hypothesis at the appropriate degree

of freedom if calculated x2 value is greater than tabulated or critical x2 value

and accept the alternative hypothesis otherwise we do not.

Mathematically stated; if x2, 0.05 > x2 accept Ho otherwise do not.

Test of Hypothesis One

Ho: The content of the various IEC strategies used by south east
Governors/Politicians in marketing themselves to their target audience
are not ethical and persuasive.
Hi: The contenting the various IEC strategies used by south east

Governors/politicians in marketing themselves to their target audience

are ethical and persuasive.

4.4:1 Contingency/Test Table for Hypothesis One

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2
100 83 17 289 3.4812
82 58 24 576 9.9310
20 61 -14 1681 27.5573
38 55 -17 289 5.2545
14 38 -24 576 15.1578
82 40 42 1764 44.1
X2 = 105.48
Source: Observed Frequencies were adapted from table 4.3.2, while Ei is
gotten by using thus formula
 88

Ei = RTxcT
N

Where: RT = Row total

CT = Column total

n = Grand total

Calculated x2 = 105.48

Critical (Tabulated) x2 value = 5.991

DF = (3-1) (2-1)

2x1 = 2

Decision Rule/Conclusion

Since our calculated x2 value (105.48) is greater than critical x2 value

(5.991) at 2 degree freedom, and 0.05 significant level we therefore reject

the null hypothesis and accept the alternative which states that “the content

of the various IEC strategies used by southeast Governors/politicians in

marketing themselves to their target audience are ethical and persuasive”.

Test of Hypothesis Two

Ho: The IEC strategies used among the southeast Governors/politicians

have not strengthened the opinion and beliefs of the recipients about

them or their government to a more positive position.

 89

Table 4.4.2: Contingency/Test Table for Hypothesis Two

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2

98 77 21 441 5.727

84 93 -9 81 0.871

20 32 -12 144 4.5

30 51 -21 441 8.647

70 61 9 81 1.327

34 22 12 144 6.545

X2 = 27.617

Source: Observed Frequencies Adapted from Table 4.3.3, while values for

expected frequencies were calculated using the formula below:

Where: RT = Row total

CT = Column total

n = Grand total

DF = (3-1) (2-1)

2 x1=2

Calculated x2 = 27.617

Critical (Tabulated) x2 value = 5.991

 90

Decision Rule/Conclusion

Since our calculated x2 value (27.617) is greater than critical x2 value

(5.991), we therefore reject, null hypothesis and accept the alternative and

conclude that the mc strategies used among the southeast

Governors/politicians strengthened the opinion and beliefs of the recipients

about them or their target government to a more positive position.

Test of hypothesis Three

Ho: The Governor of Enugu State in a bid to launch himself into a

political limelight (arena) did not use IEC materials much more than

die other Governors of South east states.

Table 4.4.3: Test-table for hypothesis three

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2

120 96 24 376 6
22 61 -39 1521 24.934
60 44 16 256 5.818
40 64 -24 576 9.
80 41 39 1521 37.097
14 30 -16 256 8.533
= x2 = 91.382
Source: Observed Frequencies adapted from Table 4.3.5, while values for

expected frequencies (Ei) were calculated using the formula below:

 91

Ei = RTxcT
n

Where: RT = Row total

CT = Column total

n = Grand total

DF = (3-1) (2-1)

2x1=2

Calculated x2 = 91.382

Critical (tabulated) x2 value = 5.991

Decision Rule/Conclusion

Since our calculated x2 value (91.382) is greater than critical x2 value

(5.991) 0.05 significance level and 2 degree of’ freedom, we therefore reject,

null hypothesis and accept the alternative and conclude that “the governor of

Enugu State in a bid to launch himself to political limelight (arena) used

much more IEC materials than the other governors in the southeast”.

Test of Hypothesis Four

HO: Speeches, news and posters are not materials Nigerian politicians use

much more in reaching out to the people or supporters/party faithfully.

 92

Table 4.4.4 Test Tables for Hypothesis Four

Oi Ei Oi-Ei (Oi-Ei)2 (Oi-Ei)2

100 84 16 256 3.048

20 50.5 -30.1 906.01 17.941

82 67 -15 285 3.358

40 56 -16 225 3.820

64 34 30 900 26.470

30 45 -15 225 5

X2 = 60.115

Source: Observed Frequencies adapted from table 4.3.6, while the expected

frequencies (Ei) were calculated using the formular below:

Ei = RTxcT
n

Where: RT = Row total

CT = Coolum total

n = Grand total

DF = (3-1) (2 – 1)

2x1=2

Calculated x2 = 60.115

Critical value = 5.991

 93

DF = 2

Level of significance = 0.05

Decision Rule/Conclusion

Since our calculated x2 value (60.115) is greater than critical value

(5.991) we therefore reject the null hypothesis and accept the alternative and

concludes that “speeches, news and posters are IEC materials Nigerian

politicians use much more in reaching out to the people or their supporters”.
 94

CHAPTER FIVE

5.0 SUMMARY OF FINDINGS, CONCLUSION AND

RECOMMENDATIONS

5.1 Summary of Findings:

From the analysis of the data presented, some findings have been

made. They are summarized below:

1) The various IEC strategies adopted by Southeast

Governors/Politicians were assessed to be ethical and persuasive in

content. This finding holds true because of some political public

relations strategies and publicity employed by these politicians.

2) The IEC strategies used among the southeast governors cum

politicians helped in modifying and strengthening the views, and

beliefs of the recipients towards them. They now have positive image

concerning them (politician under study).

3) Among the erstwhile governors of south eastern states, former govern

or Chimaroke of Enugu state used much more IEC materials than

others to launch himself to political limelight.

4) Among the al-ray of IEC materials employed by politicians speeches,

news and posters were used much more to reach out to party

supporters and faithfully.

 95

5) Propaganda strategies rank first in the political communication

strategies Nigerian politician adopt in marketing themselves or

programmes. Study by Achor (2002) also confirms this assertion.

6) Public relation is rated second among the political communication

strategies politicians adopt in marketing themselves, government

policies and decision.

7) Electorate voted in the I999-2003 gubernatorial elections due to the

message contents of the IEC packages. This does not suggest that

people did not vote willingly, but those who attract by persuasive

political message of the politicians understudy.

8) Festival which is a form of traditional communication platform is used

in the rural settings by politicians to marketing themselves and

government policies or programmes.

5.2 Conclusion

The essence of employing Information Education and Communication

strategies in political mobilization, politics, and social marketing is to

modify, or change behaviour, attitude arid belief of the target towards an

object or subject. And based on the findings of the study, such objectives

have been demonstrated. The IEC strategies employed by politicians should

be persuasive enough for them to achieve the desired objectives. They are
 96

also aimed at mobilizing support for political parties, candidates and more

importantly instilling confidence among the citizenry.

Often times as discovered in this study, propaganda strategies are

employed by some dim-witted politicians in marketing government

programmes, policies and action. Because propaganda is now generally

perceived as an unethical means of promoting government, the citizenry,

views government and its officials as manipulators, liars and irresponsible.

In some quarters, politicians who understand the value of public relations are

beginning to adopt its strategies in their personal life, political activities and

social mobilizations projects.

However, for effective political marketing, various political

communication strategies must be integrated, namely, public relations

publicity, advertising, events marketing rallies, sponsorship, festivals, etc.

When all these are blended in a single IEC plan for political mobilization,

people of various background will get the message being passed across with

out resorting to the planners. A well-planned IEC campaign teaches that

political marketers should go beyond information or awareness creation to

the educating the target through vigorous explanations, instruction,

directions and other cognitive guides that will help the target audience to
 97

have better understanding of a politician or a deeper knowledge about

government actions or programmes.

5.3 Recommendations

Based on the findings and conclusion, the following recommendations are

made:-

1) Political Processes (i.e. electioneering campaigns, elections) etc.

should be effectively handled by adopting ethical oriented political

marketing strategies rather than adopting unethical ways. Nigerian

politician should bear in mind that Nigerian electorate are becoming

conscious of their political activities, rights and can not be fooled

every time.

2) The marketing concept should a guiding rule in the execution of party

programmes and government action plans. The needs and wants of the

citizenry should identified at every stage of government policies or

programme and factor them in policy or programme designs and

implementations.

3) Information education and communication strategies that are ethical

should be used by Nigerian politicians in disseminating policy

decisions to the citizenry. Politicians should shun the use of negative

propaganda in marketing themselves, or government policies. This is

 98

because propaganda tells half truth, manipulates people’s mind,

beliefs and attitudes.

4) Political marketing should aim at strengthening, remodifying or

changing opinions, altitudes, beliefs or values of IEC recipients

towards a more positive outcome.

5) Persuasive political communication blue print that is blended with

various ethically-oriented IEC materials should be used by politicians

for effective marketing.

 99

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 104

Faculty of Business Administration

Department of Marketing
University of Nigeria
Enugu Campus
15th October, 2004

Dear Sir/Madam/Miss,

I am a Postgraduate Student of the above institution currently carrying

out a research study entitled: An Evaluative Study of the Information,
Education and Communication (IEC) Strategies Employed by selected
Nigerian Politicians: A Study in Political Marketing.
For this reason, I would be grateful if you could please answer the
questions contained in the attached questionnaire to enable me accomplish
this project. The study is purely an academic exercise and as a matter of fact
your response shall only be used for this purpose and treated in utmost
confidence.

Yours Sincerely,

Alumona, Anthony
PG/M.Sc/00/30997
 105

APPENDIX II

QUESTIONNAIRE

GATEGORY of respondents: Educated Voters who reside in the southeast

states in Nigeria and citizens of the southeast states residing else where in

Nigeria.

SECTION A
Personal Data:
(a) Identifying your state of origin or where you reside if you are in any

of those state of:

i. Abia State [ ]

ii. Anambra state [ ]

iii. Ebonyi State [ ]

iv. Enugu State [ ]

v. Imo State [ ]

(b) Identify you educational qualification

i. SSCE/GCE/FSLC [ ]

ii. OND/NCE [ ]

iii. First Degree/HND [ ]

iv. Postgraduate degree [ ]

(c) Gender: i. Male [ ] ii. Female [ ]

 106

SECTION B

(1) Identify the communication media used by the any of the governors of

the southeast in reaching out to the masses

i. Rallies [ ]

ii. Speeches, Seminars, Conferences [ ]

iii. Banners, Stickers [ ]

iv. Posters, Billboards, Handbills [ ]

v. News Commentaries, News release [ ]

vi. Editorial/Advertorials [ ]

vii. Radio and Television [ ]

viii. Tours, music [ ]

ix. Town criers [ ]

x. Village square meeting [ ]

xi. Traditional dance etc [ ]

xii. All of the above media [ ]

(2) Do you think the message content of those media are ethical and

persuasive enough?

i. Yes, some are [ ]

ii. Not at all [ ]

iii. Can’t say [ ]

 107

(3) Do you believe that the messages of the communication strategies

employed by the southeast governors/politicians influence your

behaviour, attitudes and beliefs?

i. Strongly believed [ ]

ii. Don’t believe [ ]

iii. No opinion [ ]

(4) Some of the message of these information, education and

communication (IEC) strategies are sometimes not factual and rooted

in falsehood. Do you believe that?

i. Yes [ ] ii No [ ]

(5) In your own assessment do you think Governor Chimaroke of Enugu

State use IEC packages more than other governors in a bid to launch

himself to political limelight?

i. Yes, he does [ ]

ii. Not at all [ ]

iii. I don’t think so [ ]

(6) Among the information, education and communication (IEC) media,

speeches, news and posters are used much more by Nigerian

politicians in reaching out to the masses than others. Do you agree?

i. Agreed [ ] ii. Not agree [ ] iii. Fairly agreed [ ]

 108

(7) Identify other political communication strategies that are being used

by Nigeria politicians in mobilizing support?

i. Public relations [ ]

ii. Propaganda strategies [ ]

iii. Publicity [ ]

iv. Political advertising [ ]

v. All of the above [ ]

(8) Some experts in political issues are saying that politicians use much

more propaganda strategies than other political communications. Do

you support that statement?

i. Yes [ ] ii. No [ ] iii. No comment [ ]

(9) Did you vote to any of these southeast governors during the last

gubernatorial elections due to the messages of their communication

media?

i. I did not vote [ ] ii. Yes, I voted because of it [ ]

iii. Not at all [ ]

(10) Identify the traditional medium or media the southeast politicians use

much more in mobilizing support in the rural areas.

i. Village square meeting [ ]

ii. Traditional music and dance [ ]

 109

iii. Town crier [ ]

iv. Festivals [ ]

v. Age grade [ ]

vi. All of the above [ ]

(11) How often do you read and content of the communication media or

listen to the radio or see the IEC materials from government?

i. Very often [ ] ii. Once in two months [ ]

iii. Almost everyday [ ]

(12) What advice do you have for the governors of southeast in relation to

their use of IEC materials in selling themselves/their government? ----

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