Information-Flow Theories as Catalyst for Election Victory: An Assessment of Voters' Preferences of Candidate During Election

Abstract

Voter participation in elections significantly contributes to democratic growth in developing countries. Social science scholars are interested in voter mobilization through political communication by politicians. This study examined rural dwellers' reception of political communication and its influence on voting decisions in selected local government areas. Anchored on Source Credibility, Psychodynamic, and Two-Step Flow Theories, a survey method obtained data and provided analytical observations on Nigerian electorate's voting behaviors in the 202332024 elections. Constitutional and electoral law developments from the 1920s to the 1950s in Nigeria were systematically cataloged as background. Discourse analysis revealed that interpersonal face to-face communication by politicians effectively canvasses votes, guaranteeing electoral victory. The study recommends fusing interpersonal and two-step information flow with mass media publicity for electoral success