The Impact of Interactive Mass Media in Voters’ Education for the 2023 General Election in Nigeria: Overcoming Challenges and Fostering Informed Decision-Making

Makata Jacinta Chigbo

Department of Management Kampala International University Uganda

ABSTRACT

This paper explores the significant role of mass media in voters’ education, focusing on its potential impact on the upcoming 2023 general election in Nigeria. Drawing on the Agenda Setting Theory and the capabilities of interactive communication, the study examines how mass media can effectively bring issues to the forefront of public attention, fostering engagement and understanding among diverse audiences. The inclusive nature of various mass media outlets, coupled with technological advancements enabling interactive features, presents a promising avenue for overcoming barriers in educating both literate and non-literate individuals. However, challenges such as perception biases, rural disparities, and practical hindrances must be addressed to fully unlock the potential of mass media in voters’ education. The paper emphasizes the need for high-quality, carefully crafted messages delivered through collaboration among media organizations and relevant stakeholders to ensure the success of voters’ education initiatives.

Keywords: Mass media, Voters’ education, 2023 general election, Agenda Setting Theory, Interactive communication, Inclusive approach and Perception biases.

CITE AS: Makata Jacinta Chigbo (2024). The Impact of Interactive Mass Media in Voters’ Education for the 2023 General Election in Nigeria: Overcoming Challenges and Fostering Informed Decision-Making. IAA JOURNAL OF SOCIAL SCIENCES 10(1):10-14. https://doi.org/10.59298/IAAJSS/2024/101.10.14000