KEMI OGUNBADENIYI

This study examines the evolution of political campaign strategies and their impact onvoterbehaviour in Benin City, Nigeria, through a comparative analysis of the 2019 and 2023general elections. In 2019, campaigns predominantly relied on traditional methods such as rallies, posters, radio jingles, door-to-door canvassing, and face-to-face mobilization, which reinforcedpartyloyalty, personality politics, and ethno-regional affiliations, particularly in rural and semi-urbanareas. By 2023, there was a notable shift toward digital strategies, including social mediaplatforms (Twitter, Facebook, WhatsApp, Instagram), targeted messaging, influencerendorsements, and data-driven audience segmentation, which effectively mobilized urbanyouthand disillusioned voters seeking transparency, reform, and candidate competence over partyidentity. Despite this, challenges persisted, including the digital divide (limiting online reachinrural areas), misinformation, fake news, vote-buying, voter apathy, and security concerns. Theresearch highlights hybrid campaign models combining traditional and digital approaches, variations in voter behaviour across socio-demographic groups (e.g., age, urban-rural divide), and the growing influence of candidate-based politics. Guided by research questions onpredominant strategies, differences in voter behaviour, the role of digital media, and influencingfactors, the study aims to identify campaign methods, analyze behavioural shifts, assess mediainfluences, and investigate responsiveness factors. Focused solely on Benin City andthetwospecified election cycles, this work contributes to understanding political communication, enhances strategies for ethical engagement, supports voter education efforts, and providesinsights for strengthening democratic processes in Nigeria.

This study examined the effect of party politics and the nature of political campaigns in Nigeria, with specific emphasis on the 2023 presidential election in Edo State. Proportionate stratified random sampling was used to select 135 respondents and this formed our sample size. Three hypothesis was formulated to guide the study. The data used in this study was collected from both primary and secondary sources. The primary method or sources of data collection included the use of a research instrument (the questionnaire). Some research questions were asked as guide to the respondents in order to elicit firsthand information on the subject matter. Secondary sources of data collection on the other hand, included textbooks, journal, government documents and internet materials. The study adopted the use of simple percentage, tables, descriptive content approach and Chi-Square to analyze the data collected and test hypothesis. The study revealed that there is significant relationship between language used by politicians and electoral violence, it was also revealed that political debates/interview has positive significant influence on electorates during election in Edo State. Based on the research findings, the study recommended that Political candidates and parties should strive to practice politics without bitterness by making frantic efforts to inform or persuade electorates rather than deceive them with enticing words. Political candidates and parties should adopt simple expressions to communicate their political agenda without the use of force, violence, destructive tendencies and unhealthy rivalry.