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Research Report

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This document presents the outcome of a research undertaken by the Association of Communication Scholars & Professionals of Nigeria (ACSPN) in association with North Dakota State University (NDSU), ORBICOM/UNESCO, the Advertising Practitioners’ Council of Nigeria (APCON) and other partners. The research was funded by the Ford Foundation (West Africa office).

The research was carried out against the background that in all previous presidential elections since the beginning of the current fourth democratic republic in 1999, the PDP maintained its dominant stature, winning four presidential elections in a row. This translates to 16 years of un-broken hegemony of the PDP in the country.  But during the March 28th, 2015 presidential election in Nigeria, Dr. Goodluck Ebele Jonathan (GEJ) of the PDP was defeated by All Progressives Congress (APC) party, led by General Muhammadu Buhari (GMB).