ABSTRACT
It is obvious that the last half of the
twenty first century witnessed a rival of radical political change that has
swept across the frontiers of most modern nations of the world. A result of this change is the
emergence of socio-cultural variety and political pluralism. This study
examined the impact of radio advertising on the voting behaviour of the
ruralites during elections. Survey research methodology was adopted coupled
with distribution of questionnaires to respondents. The results of the study clearly
indicated that radio political advertising has a great influence on the voters’
voting behaviour by setting political agenda for them and making both political
candidates and there political parties preferable to voters. It is therefore
recommended that future researchers on this study should further examine the
contrasting influence of negative and positive media advertising on the
political behaviour of urban voters.
