The impact and the power of the mass media in Nigeria before, during and after independence cannot be forgotten in a hurry. In fact, it is to the credit of the mass media in Nigeria that the country was able to achieve her independence without the shedding of blood. This can be attributed to the foresight of Nigerian founding fathers in applying the power of the pen.

The mass media in Nigeria came as a common venture. The man who established the first newspaper in Nigeria, Rev. Henry Townsend, which was called “iwe iroyin fu awon egba ati Yoruba”, in 1859, set it up to serve a section of the country. But little did he know that the common venture will eventually become a formidable tool in achieving the nation’s Independence.

This common venture also opened the flood gates of other newspapers to come on board. In 1936, radio broadcast began to take its place in Nigerian airways and in October, 1959, the first television in the whole of Africa came on board.

The exploits of our founding fathers with the mass media underline the enormous powers of the mass media. This, however, was not achieved with half baked journalists or media practitioners.

It was not with press men/women who have no integrity, who are not patriotic, not those who went into the media practice for the purpose of money making but for educating, informing and entertaining the people.

If the mass media in those days could achieve our independence without any blood shed, despite the odds, then it can also achieve a free, fair and credible election for Nigeria and Nigerians in 2011.

Although the media is not the Independent National Electoral Commission (INEC) or the electorates, but the media has the ability to increase the trust of the people in the whole process. It has the ability to bring to the notice of the people, those things they need to know, like voting and making their votes count.

Confidence of the public in the mass media is very important. The only way the public can monitor the activities of their elected representatives is through the fair and accurate reporting of events by the media.

If the public as the hope that the media is capable of reporting government activities well, interest and participation in the political system begins to nosedive, and when this happens, it becomes almost impossible to have a free, fair and credible election.

It is, therefore, expected that the mass media should be involved in three important areas of the electoral process, namely: pre-election awareness, which also has to do with voter’s registration, election campaign, encouraging people to vote, the actual election monitor and coverage, and then, the post-election information coverage and management.

The media in 2007 elections concentrated on the major parties, especially during the presidential and governorship elections. Given that there were 50 registered political parties contesting for offices in various states and local governments, equitable distribution of air time would have given the electorates wide various of ideas to choose from so as to make a more informed choice of their leaders.

Even state-owned broadcasting outfits were expected to play according to the rules governing their establishment. The mass media as the watchdog of the society is the middle man between government and the public. It is the voice of the people, the eyes of the people, and the leg of the people.

The state-owned media houses and even the regulators should do well to take another look at the four major functions of the National Broadcasting Commission (NBC) at formation which is:

·           Provision of services that reflect the unity of Nigeria and the culture of each region.

·           Engage in un-prejudicial presentation of speeches from various political parties and presentation of religious thoughts or belief within the federation.

·           Provision of educational services.

·           Provision of independent and impartial broadcasting services.

For the 2011 elections to be a success, the media must strictly implement these functions. The media should be fully involved in the fight against electoral malpractice and bring about greater transparency to the process. In Ghana’s 2000 presidential election, the media played an important role by foiling attempts of the National Democratic Party (NDC) to rig elections through prompt reporting of the perceived irregularities and in the process aroused public opposition.

This can be achieved in the 2011 elections in Nigeria. Perceived irregularities in the system should be reported the arouse public opposition which will force whoever is involved to back off and allow free and fair voting exercise.

It is sad that for some years now, the bill that would have made it easier for the press men and women to have access to information that is; the freedom of information bill (FOIB) is still laying un-passed on the floor of the National Assembly. This is why media men and women, who are members of the National Assembly, like the former NUJ President, Smart Adeyemi, Abike Dabiri, among others, should ensure that the press in Nigeria is free enough to carry out its functions to the people of Nigeria, particularly the accurate coverage and reporting of the 2011 general elections.

In 2011 elections, sensationalism should be discarded and replaced with professionalism. The role of the media is very vital. The people need to be informed and educated in order for them to make the right and informed choices.

Finally, the media men and women must take into consideration that failure to report and cover the electoral process in 2011 election accurately can bring about a revolt as was the case in Kenya leading to huge number of lives and properties lost.

The media must de-emphasise the personal ego of a politician, and emphasise the supremacy of the constitution of the country and the rights of the electorates to have their votes counted.

Izejiobi wrote in from Centre for the Study of African Culture and Communication, CIWA, Port Harcourt.

Kingsley Izejiobi