CITIZEN WELFARE AND POLITICAL MARKETING: EVALUATING DEMOCRATIC PROCESSES IN NIGERIA

Political marketing is a vital component of democratic governance, facilitating connections between political parties, candidates, and the electorate. It thrives in mature democracies such as the United States, United Kingdom, and France, where citizens’ views and rights are respected and political competition is healthy. In these contexts, political marketing focuses on issues, parties, and candidates seeking electoral legitimacy. In contrast, Nigeria’s political marketing remains underdeveloped due to the country’s prolonged military rule, which spanned 27 out of 47 years since independence, and the relatively short duration of democratic governance. The legacy of military regimes, characterized by autocracy and limited citizen participation, has hindered the public’s understanding and engagement with political marketing. This paper examines the evolution of political marketing in Nigeria, highlighting its importance in fostering democratic participation and the challenges posed by historical military dominance. Understanding these dynamics is essential for advancing effective political communication and citizen-centered governance in Nigeria