The probing thesis in this study is premised on investigating why the mass media which are globally regarded as the playing field of politics as well as the road upon which presidential campaign travels every four years could suddenly develop contours, leading to the game of politics being devoid of convivial and smooth playing in Nigeria, especially between 1999 and 2011. The study observes that hardly was there any election in the post-independent era in Nigeria that did not end in serious disputations, crisis, violence and bloodletting such that academics across disciplines declared that since independence on October 1, 1960, the electioneering process in Nigeria has been an experience of tears, blood and sorrow. The study evaluates media compliance to reportorial code which demands factual, accurate, balanced and fair reportage of electioneering stories. Using historical research method which relies on primary and secondary data collected from 150 media professionals consisting of 44 political editors, 10 line editors and 96 political reporters, the study, using power and conflict theories found out that non-compliance to ethical code of conduct for media professionals as well as legal rules governing the practice of journalism as one of the major factors responsible for publication or airing of provocative stories capable of engendering violence during elections. The study therefore suggested how the existing plural media system could be exploited to grow democracy, engender peace and promote national development as it's done in South Africa and other countries of the world.