Diffusion of information framing and catchphrases of political communication for development among secondary students in Akwa Ibom State, Nigeria
Keywords:
agenda, campaign, completion, model, participation, sloganAbstract
Understanding how political communication shapes public perception and engagement is central to the theory and practice of development communication. This is particularly critical among youth populations, such as secondary school students, who are not only future stakeholders but also a present-day barometer for the credibility and efficacy of state-led development messaging. Their responses to political catchphrases reveal the gap between symbolic governance and tangible outcomes, offering vital insights into the processes of social mobilization, political socialization, and the diffusion of innovations. This study aimed to examine the intersection of communication, politics, and development programmes by evaluating the "Completion Agenda" slogan of development campaign in Akwa Ibom State, Nigeria. Focusing on secondary school students, the research was to: determine the frequency of exposure to the campaign; examine the level of perception; and assess the level of participation in the development programmes. Using a descriptive quantitative survey method, a sample of 400 students was drawn from a population of 1,945,112. A structured questionnaire, derived from the study's objectives and research questions, served as the research instrument. Key findings indicated that the frequency of exposure to the development programmes was highly irregular; the students held a negative perception of the campaign, viewing it as a distraction from their studies and their participation was by compulsion rather than voluntary diffusion. The study recommended that the state government: Integrate mainstream media to strategically intensify awareness and understanding among students; engage information communication professionals and the leadership of private organized consultative bodies in designing and managing development catchphrase campaigns; and incentivize participation to foster voluntary involvement in development programmes
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