Poisoning the Well: Negative Political Advertising and the Shaping of Voter Perception in Nigeria's 2023 Election

Abstract

 Objective: This study assessed the impact of negative political advertisements on voters' perceptions of candidates' competence during the 2023 Nigerian general election. Specifically, it identified the media platforms where voters were most exposed to negative ads, evaluated their influence on perceptions of competence, and determined the key aspects of competence that were affected.

Methodology: A survey research method was employed, targeting a judgmental sample of 399 voters in Ekwulobia, Anambra State. Data was collected via structured questionnaires and analysed using percentages, frequency tables, and bar charts.

Results: The study found that social media platforms were the most prevalent channels for negative political advertisements, with 68% of respondents exposed to such content. These advertisements had a notable impact on voter perceptions, as 66% of respondents indicated that the ads influenced their views on a candidate's competence. The key aspects of competence most affected were overall leadership, decision-making, and economic policies.

Conclusion: The findings suggest that negative political advertising played a significant role in shaping voter perceptions during the 2023 election, particularly on digital platforms. It is recommended that regulatory bodies enforce responsible advertising practices and encourage issue-based campaigns to promote a healthier political environment in Nigeria.