| Abstract: |
There is a widespread electoral apathy among citizens of third world countries. Because no man is good enough to govern another without the other’s consent, modest efforts have continued to be made to enthrone democracy in Nigeria. During the 2011 general elections, governments and political parties engaged in unprecedented political advertis¬ing to mobilise the people to vote. This was in view of the avowed efficacy of advertising to motivate its target audience into desired action. Nigerian academics are significant part of the Nigeria electorate. But very little is yet known about the voting behaviour of the academics. Do they vote during elections or do they not? Is political advertising a sufficient force to motivate them into voting? Are their voter preferences in any way influ¬enced by political advertisements? Data generated through the survey method indicate that Nigerian academics do not vote in obedience to, nor allow their voter preferences to be dictated by the exhortations of political advertisements. |
