Mass media play a crucial role in shaping electorate behaviour during elections. Through various platforms, including television, radio, newspapers, and social media, media campaigns influence voter perception, candidate preference, and electoral outcomes. This paper examines the impact of mass media campaigns on electorate decision- making, drawing from theoretical and empirical perspectives. The study highlights how media framing, agenda-setting, and exposure to campaign messages shape voter choices. Using relevant literature, the paper explores the effectiveness of media campaigns in informing, persuading, or misleading the electorate. It also discusses ethical considerations and regulatory mechanisms for ensuring fair electoral media coverage. The study concludes with recommendations for enhancing responsible media practices during elections.
Vol. 4, No 3, pp. 23-32.