EVALUATION OF INTERPERSONAL COMMUNICATION STRATEGIES USED TO SHAPE VOTING BEHAVIOR IN RURAL SETTINGS: A CASE OF SHINYALU CONSTITUENCY DURING THE 2022 GENERAL ELECTIONS.

Abstract

Many studies have been undertaken on the role of interpersonal communication in elections in different countries. However, the role and efficacy of this mode of communication in politics has not been fully interrogated. This ignorance may lead to undesirable or negative outcomes contrary to expectation of the contestants, making it difficult to tap into the gains that could be availed through this means of communication. The study evaluated the use of Interpersonal Communication Strategies in shaping voting behavior among the residents of Shinyalu Constituency during the 2022 general elections. Specifically, it sought to examine the communication strategies used during the 2022 general elections in Shinyalu Constituency; to establish factors that influenced the voting behavior in Shinyalu constituency during the 2022 general elections and to determine the perceptions of voters regarding the use of interpersonal communication as a strategy in shaping voter behavior in Shinyalu constituency during the 2022 general elections. The study adopted the Ellaboration Likehood Theory which explains how persuasive messages can lead to attitude change. The study adopted a mixed method approach and utilized both qualitative and qualitative methods of data collection and analysis. The population of the study was 76,978. A sample population of 398 respondents was arrived at by use of the Slovin’s formula. Questionnaires and interview schedules were used to collect data. The quantitative data from questionnaires was analyzed using descriptive statistics and presented by way of frequency tables, charts and graphs, means, modes, and percentages. Qualitative data from interviews was analyzed thematically. The findings established that political candidates in Shinyalu Constituency utilized a variety of communication strategies to engage with the electorate. In addition, the findings revealed that a range of socio-economic and political factors influenced how voters made decisions during the 2022 elections. The study further found that various forms of interpersonal communication significantly shaped voter perceptions and electoral decisions. The study can aid policymakers and electoral bodies such as the Independent Electoral and Boundaries Commission (IEBC) to formulate policies that encourage transparent and effective communication. Political candidates and campaign managers could adopt direct, personal communication strategies such as house-to-house visits and participation in community events.