Preying on Platforms: A Comparative Analysis of Social Media and Traditional Mass Media Advertisements in the 2015 Presidential Election Campaigns in Nigeria

Chima, Onyebuchi Alexander and Anorue, Luke Ifeanyi and Obayi, Paul Martins (2016) Preying on Platforms: A Comparative Analysis of Social Media and Traditional Mass Media Advertisements in the 2015 Presidential Election Campaigns in Nigeria. THE NIGERIA JOURNAL OF COMMUNICATION, 13 (1). ISSN 1596-356x

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Abstract

In this study, a comparative functional analysis was made between social media and traditional mass media advertisements in the 2015 presidential election campaigns in Nigeria. The researchers used a modified approach to Benoit's functional theory of political discourse to identify and differentiate the themes of traditional mass media commercials from social media campaigns created during the 2015 presidential election. It was found that there were more acclaim (47.4%) campaign messages on traditional mass media platform, while social media platform had more attack (57.1%) campaigns. It was also found that due to the presence of attack (57.1 %) campaigns on social media platform, the room for campaign messages to carry third party evidence (64.3%) was more on social media than traditional mass media (42.1%) platform. The researchers concluded that themes of acclaim, attack, defend, policy and character emanating from campaigns messages in traditional mass media platform were more likely to differ from that of social media platforms.

Item Type:	Article
Subjects:	H Social Sciences > H Social Sciences (General)
Divisions:	Faculty of Management and Social Sciences
Depositing User:	mrs chioma hannah
Date Deposited:	29 Sep 2019 12:11
Last Modified:	29 Sep 2019 12:11
URI:	http://eprints.gouni.edu.ng/id/eprint/2201

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