The Influence Of Media On Voter Behaviour: A Case Study On Election Polls

Abstract

This study delves into the role of media in voter behavior, focusing on election polls and their influence on political campaigns. Media in all its forms is pivotal in molding public opinion, setting up political narratives, and changing voter decisions. The research looks at patterns of media consumption, how election polls are framed, and how media narratives shape voter behavior. A descriptive research design was used to collect both quantitative and qualitative data by using a purposive sampling technique of 200 respondents. The key findings were that television and social media are the strongest sources of information for voters while traditional media outlets such as newspapers and radio have very little impact. Moreover, election polls are mostly framed in a "horse race" style focusing on candidate competition, but issue-based framing also greatly influences voter perceptions. The study has shown that media coverage increases voter turnout, shifts candidate preferences, and reinforces existing political inclinations, although some respondents expressed diminished trust in polls due to media biases. This study, therefore points out how media play important roles in democratic processes. It urges responsible reporting whereby media information will inform instead of manipulative.