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AUDIENCE PERCEPTION OF NEWSPAPER CARTOONS DURING PRESIDENTIAL ELECTIONS

CHAPTER ONE

INTRODUCTION

1.1       Background to the Study

As Lamb (2004) cited in Agba (2014:1) suggests, “maps fascinate us because they create an illusion of unmediated knowledge”. The author further noted that maps on their own represent the geographical information, with various sections well knitted in scales. This infers that maps convey meaning, aid comprehension with ease, huge thanks to the beauty of the drawings. In light of this, cartoons are similar in function to communication most especially as it concerns politics and social issues. These may be the reason for their popularity in Nigeria and the whole world. No doubt, their productions have played a significant role in Nigerian economic, social and political processes. Agba (2014) adds that cartoons were not found wanting even during the military junta. He noted recounts the contribution of cartoons during those days thus; “during the military era, cartoons often played a major role in the quest for democratization process in Nigeria.”

Though in civil rule, the mentality of ‘Khaki Rule’ has barely left Nigeria as many Nigerians including its leadership are yet to fully embrace the freedom of expression as enshrined in the constitution of the 1999 Federal Republic of Nigeria (as amended). This is where cartoons in newspapers and magazines very aptly fit in, as they provide Nigerians, too scare to speak in plain communication, the opportunity needed to employ metaphors shrouded in innuendos presented in pictures, drawings, gestures, etc. to express their feelings and opinions. It is observable facts that over the years, cartoons have positively or negatively shaped public opinions on societal issues, not only in Nigeria, but globally.

Obasi (2011:149) views cartoon a drawing or series of drawings that tells a story or expresses a message. It can be a type of drawing, usually intended to be amusing used in newspapers, magazines and books. Ahuja and chhabra (2002) believe cartoons are one of the light materials used by newspaper houses to lighten the mood of their readers as they (cartoons) have become an integral and common feature of most newspapers, if not all. In the words of Ahuja and Chhabra, even the most serious newspapers and magazines nowadays are expected to carry strip cartoons or topical comics here and there” (pg. 22-23). It is one thing on which most of the newspapers seem to be agreed as it makes for the continued popularity of such newspaper…… and offers a welcome change from the cares, anxieties and worries of everyday life.

Cartoons are important elements of newspaper publication. Over the years, Newspapers have lived up to the expectation of being an indispensable medium for conveying information to wide and audiences, who anticipate such information in other to make life-changing decisions. And, as an important medium of communication in the print form, the newspaper aligns into achieving the goals of informing, educating, and entertaining its readers in different careers and walks of life. This is evident in history, as the first published newspaper by Henry Townsend in the year 1859; Iwe Iroyin fun Awon Ara Egba ati Yoruba was first, with the focus of sending information to the people and also educate readers via diverse possible means (Rauf, 2011).   In most cases, rather than real pictures, cartoons are used to illustrate stories, events, occurrences and happenings. They also lend some aesthetic value to the overall design of a newspaper or magazine. In fact, cartoonists are known to make a decent living from cartoon drawings, just as more print media houses are beginning to appreciate the value of cartoons and devoting more newspaper space to it.

Newspaper cartoons have, however been employed as a tool for editorializing i.e. passing across the organizations view on pertinent public or national issues. They have been used to accompany stories to illustrate what is written. Cartoons help sensitize people against social vices, thus facilitating positive human interaction, yet bearing in mind the entertainment function they are designed to serve. Cartoons have proved to be very indispensable because while some individuals may not be literate enough to read and adequately understand the message contained in news stories, they are still able to have an understanding of cartoons and the recognition of the subject in such cartoons. A cartoon from the Italian "cartone" and Dutch word "karton", meaning strong, heavy paper or pasteboard is a full-size drawing made on sturdy paper as a study or modello for a painting, stained glass or tapestry.

Akinola Lasekan, who was reputed to be the first Nigerian cartoonist to work in the media became famous as a result of his political cartoons, featured in the ‘West African Pilot’: a newspaper established in 1937, and founded by Dr. Nnamdi Azikwe, the founder of the first Nigerian anti-colonial political party, the National Council of Nigeria and the Cameroons (NCNC), between 1944 and 1966 (Olaniyan, 2002 cited in Jimoh, 2010). This gives further credence to the fact that cartoons are used to carry out political agendas as deemed fit by the creative artist and this is probably not ending anytime soon given the proliferation of cartoonist in the newspaper industry. Perhaps, that is why political communication in the recently concluded 2019 Presidential election cannot be discussed without reference to the great use of cartoons. It has become a part of our political ritual.  It is on record that political cartoons have remained a constant but passive way of sending message, especially one believed to be controversial messages for a specific political party or candidate.

William Hogarth, attributed with the early development of political cartoons was said to have used in one of his Modern Moral Series in 1732; A Harlot’s Progress in addressing political issues. In fact, his pictures combined social criticism with a strong moralizing element and targeted the corruption of early 18th century British politics (https://www.illustrationhistory.org/, accessed on 25th of June, 2019). Daily Trust’s Mustapha Bulama also published a political cartoon showing Ezekwesili, a presidential aspirant on a football pitch begging the official to excuse her but he referee insisted that she must continue the game. The cartoon was able to add humor and more creativity for others to understand the state of things in the race to the Aso Rock Villa. The Independent National Electoral Commission, INEC was also not exempted by newspaper cartoonists during the course of the presidential election. A cartoon by Urowayino Warami (2019) in the Vanguard newspaper shaded INEC’s canoe as being fixed to a spot by “free and fair rigging”.

Various studies have affirmed the power of cartoons for political communication. One of such studies is a recent by Sani, Abdullah, Abdullah and Ali (2012), Malcom (2012). The researcher summarily explains the power inherent in the sue of cartoon thus;

With the humour and the inherent message being the major reasons why readers read cartoons, it is clear that cartoons are not seen as mere pieces of drawing to make readers laugh, rather it leaves a trail of telltale message in its wake. Even though this study revealed that cartoons are not essentially why people buy newspapers, many newspaper readers do not consider their reading experience complete without reading one or two cartoons (pg viii).

In line with the foregoing, this research work therefore examines the audience’s perception of cartoons and most especially those used during the run up to the 2019 Presidential Elections in Nigeria. 

1.2     Statement of the Problem

Editorial cartoon, credited with the ability to merge social satire with political commentary in the society, has been phenomenal in shaping the report of news in the mass media and providing an alternative way of quickly telling stories with few words. Needless to say how editorial cartoons in several situations, has grown to become the most direct medium for criticizing maladministration in the Nigerian government –without having to bend words irrespective of the person concerned.  Basically, editorial cartoons have become a prominent medium for effective communication; they have overtime played significant roles in enlightening and informing individuals all over the world. Newspaper editorial has equally played a leading role in the democratization process of Nigeria as noted by Santas and Ogoshi (2016), by employing visuals to call draw public attention to issues in the society –whether worthy of applause or otherwise.

The masses knowing this are usually on the lookout for editorial cartoons which tend to speak better than words. The fact of shaping and directly hitting cabals and powerful politicians via the use of cartoon seems to be a way of escape for the newspaper to pass its information across without fear of being encroached or thrown into the prison even with the Freedom of Information Act given to journalists. Though at times, cartoons may not be easily understood by the readers due to the excessive use of satire in the work while the journalists and media houses are caught in the web of full satire labeling and subtle struggle to escape possible legal fireworks owing to their usually controversial artworks.

The need to gather people’s perception of the use of cartoons and how it might have been effective enough to shape the reader’s mind during the 2019 presidential election calls for proper scrutiny. Was it effective or a waste? This study will, therefore, seek the audience opinion on newspaper cartoons as well as

1.3     Objectives of the Study

The research seeks to achieve the following objectives;

i.    To find out the audiences opinion of cartoons as information carrier during the 2019   presidential election

ii.      To examine the impact of cartoons in the 2019 presidential election

iii.   To find out if readers easily understand the cartoons done during the 2019 presidential election.

1.4     Research Questions

This research would be guided by the following questions:

i.       Do cartoons done during presidential elections carry enough information?

ii.    What are the implications of newspaper cartoons on voters choices?

iii.    How well do readers understand editorial cartoons?

1.5    Significance of the Study

This research work aimed at knowing the perception of newspaper audience about cartoons in the 2019 presidential election

For Cartoonists and the media, this study will help understand people’s viewpoints of cartoon works they have been doing via artworks and how to further improve in such endeavor. This is because feedback is the most important mechanism in the communication process.  The research will also be beneficial to individuals who wish to have a better insight as to what certain visual images published on newspapers mean and their roles in political agenda setting.  It must be pointed that this study will contribute to the body of knowledge on the use of mass media, most especially cartooning in democratic process in Nigeria. Conclusively, the study will be useful to other researchers – serve as guide for future researches and prove a worthy materials development of related themes within the spectrum of the present area of study.

1.6     Scope of the Study

This research work covers newspaper readers in Lagos metropolis. Lagos state is made up of five (5) administrative division namely: Ikeja, Badagary, Ikorodu, Lagos (Eko) and Epe. Ikeja as one of the administrative divisions and the state capital was chosen to aid effective data gathering. Ikeja administrative division is selected because it is a location that comprises all sections of the Lagos population. It is the metropolitan centre of the state and houses majority of the small, medium and big industries in the state. The demographics of the respondents will be studied before the structuring and administration of the data collection instrument. Such demographics include, but not limited to age, sex, education, marital status.

1.7     Operational Definition of Terms

Newspaper: A publication, usually published daily, containing cartoon images meant for public consumption

Cartoons: A humorous drawing, often with a caption, meant to bring audience attention to a certain society.

Visuals: An image, picture or graphics meant for publication expressing a particular society.

Audience: These are people who consume newspaper cartoon content.

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