INFLUENCE OF MASS MEDIATED MESSAGES IN THE POLITICAL SOCIALIZATION OF RURAL RESIDENT IN OYO STATE

Political socialization is a process by which people develop attitudinal dispositions about politics and is mediated through various agencies of the society, with communication as its key driver. This study assessed how mass-mediated messages influence political socialization of people who reside in rural communities in Oyo State. For the survey, 378 respondents were selected using a multistage sampling technique. Using a structured questionnaire, focus group discussion and group interview, data were obtained on residents’ access and usage of mass media for political socialization: influence of selected media items on political socialization and methods of political participation. Results further showed that political information was mostly sourced by the respondents through radio (x ̅=3.49). Overall, 59.5% of the respondents had high political participation. However, public affairs programmes (x ̅=2.83) and news/commentaries (x ̅=2.50) influenced political socialization of the residents. The study concluded that mass media was influential in the political socialization of residents of rural areas in Oyo State. Therefore, media organizations, especially radio stations should prioritize public affairs programmes that put politicians on the spot and encourage audience participation.