Abstract

paper focuses generally on the role of the mass media in the Nigerian electoral process as it pertains to the overall development of Nigeria. The background is the recognition of the central role of the media in political and social affairs as a natural outcome of its unlimited communicative strength and outreach. The statement of problem is anchored on the widely spread negative image of the media in electioneering campaigns in Nigeria’s political history. The objective of this paper is to examine the role of mass media in shaping and influencing the Nigerian electoral process. It is also to identify the ways in which mass media contributes to or detracts from the democratic process, evaluates the effectiveness of media coverage in fostering informed voting, and explores the implications of media practices on the integrity and transparency of elections in Nigeria. The study employed a qualitative research design, utilizing a review approach to analyze existing literature and data on the role of mass media in the Nigerian electoral process, the Agenda-Setting Theory served as the theoretical framework. The study revealed that the mass media plays a crucial role in shaping the electoral process in Nigeria, yet it faces significant challenges. The media's current status as an elite institution, primarily serving the interests of the powerful and government entities, undermines its effectiveness in promoting democratic values and transparent electioneering. The study recommends that to enhance the media’s role in the electoral process, it is crucial to promote greater independence from political and elite influences. Media organizations should implement robust editorial policies that prioritize public interest journalism and critical analysis of election campaigns, ensuring that coverage is unbiased and focused on informing the electorate about democratic principles and political accountability.