Journal of Development Communication And Applied Theatre

This paper focuses on strategic communication in culture-based political campaigns among the people of Edo North senatorial District, Nigeria. The study specifically examines the role of cultural values, norms and practices in shaping narratives of strategic communication during political campaigns in the area. Anchored on three theories of Cultural Dimension, Framing, and Uses and Gratification, the study identifies certain communication strategies used by political actors to leverage indigenous cultural elements and values in the reception and interpretation of political messages among different communities in Edo North. Using the quantitative survey method to obtain data, the study administers 300 copies of questionnaire to respondents to explore the roles of traditional institutions in the dissemination of political campaign messages in Edo north senatorial district. The questionnaires are analysed in simple percentage and presented in tables. Findings reveal that cultural values and identity are central to political support while traditional rulers and their subjects play a major role in political influence. The paper highlights the imperativeness of culture and its complex roles on strategic communication while promoting uniformity in Edo North. The paper recommends the need to communicate political party manifestos through indigenous languages and cultural values of the people through engagement with traditional leaders and their subjects. Also, the need to blend modern and traditional media of communication to achieve efficiency in strategic communication during and after political campaigns is recommended.

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