It
is obvious that the last half of the twenty first century witnessed a rival of
radical political change that has swept across the frontiers of most modern
nations of the world. A result of this
change is the emergence of socio-cultural variety and political pluralism. Nwosu,
(2003).
Basically,
politics is about power, but the struggle for power results in conflicts and
competitions. Thus, under the girdling
political practice is the struggle for power which creates disagreement and
conflict. Nevertheless, the effects of
politics which are conflicts and disagreement are never permanent and must be
managed for the improvement of the society to be achieved.
Extending this view, Nzimiro (2012) states that “policy is a matter of
either the desire for change or the desire to protect something against
change”. This also leads to conflict.
The history of human civilization clearly shows that class conflict is
an inherent characterization of human societies. This offers a clear conviction that the
eminent nuclear physicist Sir Isaac Newton (1642-1727) was bemoaning the
endemic conflict arising from human interactions when he says, “I can calculate
the motions of the heavenly bodies but not the madness of people”. Newton’s
timeless wits indicate that conflict as a perceived incompatibility of actions,
goals or ideal.
Myers
(2009), pervades virtually all aspects of human endeavours including political
activities. In the modern society, politics is expressed through political
parties, which are created to achieve the goals of a society. This is why political parties are organized
around specific idea. Before independence in 1960, the colonial administration
has organized a couple of general elections.
In none of them was a deliberate and systematic political advertising
programme under taken. All political
activities were limited to rallies soap box, speeches and where possible press
editorial efforts. For obvious reasons
it was not possible for politicians to use electronic media for political
advertising.
Also
the print media concentrated heavily on the issue of political
independence. The leader of Action Group
Party of Nigeria, Chief Obafemi Awolowo in 1963 used skywriting advertising
during rallies to send campaign messages.
That was a unique attempt in promoting politicians in Nigeria’s
political history. It did not go far
because it lacked systematic political advertising.
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