PARTY SYSTEM AND MEDIA CONTENT

Abstract

The researchers examined the relationship between party systems and media content while focusing on how media narratives affect the perception, growth and election success of the political party in Nigeria. Using a mixed approach, the study examines how both positive and negative media coverage tend to shape and create a reputation for political parties and their development. Data were collected and analysed from 200 respondents and statistical analyses, including t tests were conducted to verify hypotheses. Opinions from respondents showed that media content has a significant impact on the perception of political parties in the Nigeria, with respondents agreeing that media content play a crucial role in shaping their notion of party’s credibility. Moreover, the findings also show that lack of media representation has a negative impact on the growth and development of political parties especially when publicity is given to opposing party or other parties. These conclusions are in line with existing literature on the role of defining the media agenda (McComb's & Shaw, 1972) and the influence of the media on political success by Isengard & Simon (2000). The study exposes the need for political parties to develop strategic media engagement to increase their visibility and promote party’s growth during and after elections, especially in this digital age.