International Journal of Sub-Saharan African Research (IJSSAR)

Background: Despite the growing influence of digital media, radio remains an important source of political information for a significant proportion of the population in South-West Nigeria. However, the extent to which radio listenership influences voters’ preferences for political candidates remains under-researched, particularly within the sociopolitical and cultural context of the 2023 general elections.
Objective: To examine the influence of radio listenership on voters’ preferences for political candidates during the 2023 general elections in Ondo, Ekiti, and Oyo States, South-West Nigeria. Results: Findings revealed that radio election messages influenced respondents’ voting choices. Respondents also reported verifying information about political candidates obtained from radio before accepting it. However, the findings indicated that radio stations sometimes framed political candidates through propaganda, biased and partisan reporting, false and misleading information, and sensationalism.
Conclusion: The study concludes that radio political messages influenced voters’ preferences for political candidates during the 2023 general elections in South-West Nigeria, despite concerns about bias, propaganda, misinformation, and sensationalism.
Unique Contribution: By examining the relationship between radio listenership and voters’ preferences for political candidates during the 2023 general elections in Ondo, Ekiti, and Oyo States, the study addresses an empirical gap in understanding radio’s role in electoral decision-making in South-West Nigeria. The findings offer insights for media owners, politicians, government institutions, and researchers seeking to improve election-related communication.
Key Recommendation: Radio stations in South-West Nigeria should clearly distinguish factual reporting from opinion-based content and disclose potential conflicts of interest when reporting political issues.