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Voters’ Uses and Gratifications Of Mass Media in Anglophone Cameroon

	International Journal of Scientific Research and Engineering Development (IJSRED)	Full Text:
	Published Issue : Volume-3 Issue-5
	Year of Publication : 2020
	Unique Identification Number : IJSRED-V3I5P96
	Authors :Julius Che Tita, Otto L. Enyame, Cedric Kamgna, Constance Jawaid
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Abstract :

Much has been written about how the mass media influences voters’ choices during elections, but few researchers pay attention to what voters’ do with the media during election campaigns. This study sought to understand voters’ uses and gratifications of the mass media in Anglophone Cameroon. The chief objective of this research was to further our understanding of how voters’ make use of the mass media during periods of campaign as they seek different gratifications and whether or not the mass media shaped their final voting decision. Using a qualitative methodological lens through focus group interviews led to the emergence of four themes: (1) lack of trust in the media, (2) minimal effect of media in shaping voting decision, (3) discrimination in media use, (4) derived gratifications. Our themes resonate with the current literature in the field of political communication and advance our understanding of voters’ uses and gratifications of the mass media in the English speaking regions of Cameroon.