MOBILIZING THE ELECTORATE: POLITICAL COMMUNICATION TECHNIQUES OF THE PDP IN RIVERS STATE, 2023

Abstract

This study analyzed the strategic political communication strategies Strategic Political employed by the People's Democratic Party (PDP) during the 2023 election campaigns Communication, in Rivers State and assess their effectiveness in influencing voter perception and People's electoral outcomes. The agenda-setting theory of public relations was anchored in this Democratic Party study. This study adopted a qualitative research method to explore the strategic (PDP), Election political communication techniques employed by the People's Democratic Party (PDP) Campaigns during the 2023 election campaigns in Rivers State. The population of the study  comprised PDP campaign strategists, media consultants, party officials, political analysts, and selected voters in Rivers State. Given the qualitative nature of the study, a sample size of 15 key informants were selected to provide in-depth insights into the communication strategies used during the campaign. This includes five PDP communication strategists, three media consultants, two political analysts, and five voters who actively followed the campaign. A purposive sampling technique was employed to select participants, ensuring that only individuals with direct knowledge and experience of the campaign communication strategies were included. The method of data collection involved in-depth interviews and document analysis. Semi structured interviews were conducted with selected participants to gather first-hand information on PDP’s communication strategies, media engagement, message framing, and campaign challenges. The data collected were analyzed using thematic analysis, which involves identifying and categorizing key themes and patterns from the interviews and documents. The findings revealed that the PDP employed a comprehensive communication strategy that integrated both traditional and digital media platforms, utilizing television, radio, social media, and public engagements to effectively frame key issues, highlight achievements, and counter opposition narratives, although challenges such as misinformation and media bias remained prevalent. The study concluded that the PDP’s strategic use of both traditional and digital media demonstrates that effective political communication requires a well-rounded, multi-channel approach to reach diverse voter groups, with clear messaging and timely engagement being crucial for influencing electoral outcomes. The study recommended that political parties should adopt a multi-channel communication strategy that integrates both traditional and digital media to ensure broad voter outreach and effective message delivery