Awareness of Political Slogans among Edo Electorate in the 2024 Gubernatorial Election
Year: 2026
Type: article
Study design: Observational Study
Abstract: This study examined the awareness of political slogans among Edo electorate during the 2024 gubernatorial election, focusing on the channels through which voters were exposed to campaign slogans and the extent to which such awareness influenced voter behaviour. Anchored on Social Identity Theory, the study adopted a quantitative survey design, using a structured questionnaire administered to 365 valid respondents drawn from selected Local Government Areas in Edo State, Nigeria. Data were analysed using descriptive statistics and linear regression analysis. The findings revealed that political slogans were widely disseminated through multiple communication channels, with television emerging as the most dominant medium of exposure, followed by posters, social media, campaign rallies, and radio. The results further showed a high level of awareness and recall of political slogans among respondents, indicating that campaign messages successfully reached a large portion of the electorate. Regression analysis indicated a statistically significant relationship between awareness of political slogans and voter behaviour (β = 0.438, p < 0.001), suggesting that increased exposure and recognition of slogans contributed to shaping electoral decisions. The study concluded that political slogans played a significant role in influencing voter behaviour in the 2024 Edo gubernatorial election, although this influence was largely driven by exposure and repetition rather than deep political understanding. It recommended that political actors link slogans to clear policy messages while electoral and media institutions strengthen voter education to promote critical evaluation of campaign communication.
Institution: University of Benin
Language: English
Field: Social Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7208835347