SOCIAL MEDIA AND ETHNO-RELIGIOUS SENTIMENTS IN NIGERIAN ELECTION CAMPAIGNS (2014 TO 2023)

Abstract

Ethno-religious sentiments are gradually becoming defining factors in Nigeria elections. The ethno-religious sentiments expressed on the social media during electioneering campaigns show that religion and ethnicity are gradually becoming major factors shaping Nigeria’s politics. The period under study shows that some of the campaign messages on the social media are not issue-based but are expressed through ethno-religious sentiments. The researchers are motivated to carry out this study because there is high level of ethno-religious sentiments being promoted on social media in Nigerian elections. The question which this paper answered is that what are the impacts of social media in promoting ethno-religious sentiments during electioneering campaigns in Nigeria from 2014-2023? While the aim is to examine the impacts of social media in promoting ethno-religious sentiments during electioneering campaigns in Nigeria from 2014 to 2023. The specific objectives are: to find out the extent to which social media compound ethno-religious divisions during electioneering campaigns in Nigerian elections, to explore what should be done to help Nigerians use social media to promote national unity during election campaigns. The study employed the use of qualitative method with a focus on qualitative content data on X and Facebook and oral interview. The researchers chose qualitative content analysis and oral interview as design because the research is multidimensional; hence, it requires multiple data to help answer the research questions and achieve the overall aim of the research. The researchers collected qualitative content data on X, and Facebook and conducted oral and phone calls interview of both Christians and Muslims on the Plateau. This study has revealed that ethno-religious sentiments have negative impacts on Nigerian politics.