Abstract

This paper explores the significant role of mass media in voters' education, focusing on its potential impact on the
upcoming 2023 general election in Nigeria. Drawing on the Agenda Setting Theory and the capabilities of
interactive communication, the study examines how mass media can effectively bring issues to the forefront of
public attention, fostering engagement and understanding among diverse audiences. The inclusive nature of
various mass media outlets, coupled with technological advancements enabling interactive features, presents a
promising avenue for overcoming barriers in educating both literate and non-literate individuals. However,
challenges such as perception biases, rural disparities, and practical hindrances must be addressed to fully unlock
the potential of mass media in voters' education. The paper emphasizes the need for high-quality, carefully crafted
messages delivered through collaboration among media organizations and relevant stakeholders to ensure the
success of voters' education initiatives.
Keywords: Mass media, Voters' education, 2023 general election, Agenda Setting Theory, Interactive
communication, Inclusive approach and Perception biases.