SOCIAL MEDIA AND ELECTION CAMPAIGNS IN NIGERIAN POLITICS (2014-2023)
Keywords:
Social Media, Election Campaign, Political communication, Nigerian Election, Digital PoliticsAbstract
Social media is playing a key role in electioneering campaigns in Nigerian democracy. It is widely used to mobilize support for political parties and candidates during electioneering processes. The researchers are motivated to carry out this research because of the of the role which social media plays in Nigeria’s politics. The problem which this paper addressed is that although social media usage is playing significant role in Nigeria’s politics, yet some people feel that it does make considerable impact. Such positions make people overlook the opportunities which social media brings in Nigeria’s democratic processes. However, social media usage has made politicians and political parties to reach out to potential voters more easily their supporters on different social media platforms. The aim of this paper is to examine the significance of social media usage during election campaigns in Nigerian politics. The specific objectives include the following: to examine social media usage during electioneering campaigns in Nigeria from 2014-2023, and to find out the significance of social media usage during electioneering campaigns in Nigeria. This research employed the use of qualitative method with a focus on qualitative content data on X and Facebook and oral interview. The researcher chose qualitative method where content data were collected on X and Facebook as well as oral and phone call interviews conducted. The researcher collected qualitative content data on X, and Facebook and conducted oral and phone calls interview of 56 people who are familiar with social media and election campaign in Nigerian politics. The findings of this research reveal that there is high level of social media usage during electioneering campaigns in Nigeria from 2014 to 2023. Similarly, responsible social media usage is significant for electioneering campaigns in Nigeria. In view of the above findings, the researchers recommend that Nigerian politicians and electorates should use social in responsible ways in order to promote healthy democratic campaign.
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