Thematic Focus And Influence Of Political Communication On Voters’ Decision In The 2023 Presidential Election In Lagos State, Nigeria

Abstract

This study investigated the thematic focus and influence of political communication on voters’ decision in the 2023 presidential election in Lagos State, Nigeria. Specifically, the study ascertained the thematic focus of political communication deployed by political parties; and examined the influence of the political communication forms on voters’ choices. Anchored on the Framing Theory and the Elaboration Likelihood Model, the study adopted a mixed-methods descriptive survey design. A sample of 600 registered voters was selected via purposive multi-stage sampling from a population of 1,271,451 voters, complemented by key informant interviews (KIIs) with 9 political actors and media practitioners. Quantitative data were analysed using weighted means and Pearson Product Moment Correlation (PPMC), while qualitative data were mapped thematically. Findings revealed that political communication predominantly framed welfare-centred themes, with voters being very much aware of education and youth empowerment. Furthermore, political communication exerted a strong, positive, and statistically significant influence on voter choice, primarily driven by key campaign messages and themes and social media narratives. The study concludes that contemporary political persuasion in Lagos State is an integrative process where clear, welfare-oriented thematic framing and multi-channel message circulation decisively shape electoral outcomes. It is recommended that political parties prioritise substantive, issue-based communication over mere symbolic saturation to foster democratic consolidation.