Perception of the Influence of Social Media on the Mobilization of Electorates in the 2023
Presidential Election in Awka Metropolis
Dr. Blessing N. Chinweobo-Onuoha
Lecturer; Department of Mass Communication, University of Nigeria, Nsukka
E-mail: blessing.chinweobo-onuoha@unn.edu.ng
Okpala, Chukwuebuka Nicholas
Department of Mass Communication, University of Nigeria, Nsukka
E-mail: chukwuebukaokpala81@gmail.com
Idamkue, Queen Leyii
Department of Mass Communication, University of Nigeria, Nsukka
E-mail: queenley080@gmail.com
Okonkwo, Hilda Chidiogo
Department of Mass Communication, University of Nigeria, Nsukka
E-mail: emmanuelhilda83@gmail.com
Abstract
Social media has undeniably become an integral part of people's daily lives in Nigeria and
around the world, with its potential to influence public civic involvement generally
acknowledged. Scholars continue to disagree about the direction of its influence. This study
looked at perceptions of social media's impact on voter turnout in the 2023 presidential elections
in the city of Awka. 385 respondents were purposefully chosen from the whole population of the
Awka metropolis for the survey research design. According to research, most people view social
media contributions to 2023 political involvement procedures as having a progressive objective,
while most people view political campaign messaging as little more than political
propaganda.The investigation suggested that Nigerian politicians should make every effort to
match their words with necessary deeds once in office and that, despite social media's obvious
negative effects on politics and politicking, Nigerian politicians should vigorously embrace
social media in subsequent elections due to its interactive potential.
Keywords: Social media, Political Participation, Electorates, Perception, Election
Background of the Study
Until recently, newspapers, magazines, radio, and television were primarily used for political
mobilization, education, and participation (Hot Mass Communication Topic, 2023). However,
modern mass communication tools, such as new or social media, made possible by the internet
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have emerged in our day and age (Hot Mass Communication Project Topics, 2023). The way
people communicate globally has changed as a result of social media platforms (Erubami, 2020).
In an era where face-to-face interaction with political leaders is relatively uncommon, social
media help to shape public opinion by giving citizens a platform to express their opinions and
assisting in the development of a consensus position. The main indicator of social media
technologies, the free and quick flow of information, has encouraged liberty and improved the
realization of man's unalienable right to freedom of speech and expression (Erubami, 2020). It is
generally acknowledged that access to pertinent political information is crucial in a democracy.
Citizens can create their own answers to political events and, as a result, participate in the
political process when accurate, understandable, and extensive knowledge is freely available
(Projectstore, 2022).
According to evidence (Kaplan &Haenlein, 2010, referenced in Apuke and Tunca, 2018), social
media application has impacted a variety of endeavors including advertising, public relations,
strategic communications, and political communication. According to this, the popularity of
social media, especially in politics, may have a favorable impact on political engagement
(Fountaine, S. 2017; David, E. et al. 2016; quoted in Apuke&Tunca, 2018). In this sense, there
has been a growing corpus of research in recent years showing how social media is related to
election campaigns and even the political process. This suggests that the introduction of social
media has resulted in a new type of political process and campaigns known as political digital
campaigns, which call for political candidates to become familiar with social media strategy in
order to connect with electorates and influence them and the larger society (Khang, H. et al.
2012, in Apuke & Tunca, 2018).
Since the turn of the century, political use of social media has increased across most of Africa,
including Nigeria. For instance, according to Okeke, Chinonye, and Obi (2016), Nigeria's 2011
general elections represented a turning point in the country's usage of social media for political
communication. inspired by the fact that President Barrack Obama, the country's first black
president, used Facebook to his advantage to win the elections (Okeke, C. et al. 2016).
According to Okeke, C. et al. (2016), Nigerian politicians are gradually moving their campaigns
online to social networking sites and other online venues. After realizing that electioneering
required more than simply handshakes and smiles, political hopefuls were using all available
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resources during the election time to bolster their support base (Omenugha, Ukwueze&Malizu,
2011, as cited in Okeke, C. et al. 2016). More specifically, social networking websites like
Facebook, Twitter, YouTube, and blogs were heavily utilized during the Nigerian general
elections of 2023. Due to their participative, interactive, and cost-effective nature, social media
has developed into a crucial instrument for political campaign planners in carrying out election
campaigns and other electioneering operations, political involvement, and mobilization, among
other things (Okeke, C. et al. 2016). Thus, there is no longer any question about social media's
role in mobilizing political support (Okeke, C. et al. 2016, 2016).
In Nigerian elections, social media has been found to be helpful. Compared to prior pre-election
years, the increase in social media activists for political mobilizations in 2022 has increased to at
least 45%, with Mr. Peter Obi leading across all social media platforms. Obi, the Labour Party's
nominee for president in the 2023 elections, has recently gained popularity on social media and
succeeded in coining the catchphrase "Obidient," which resonates favorably with the electorate,
which is primarily made up of young people (Musliudeen, 2022, cited in Projectstore, 2022).
Social media has been used by nations, organizations, and people all around the world to attract
voters' attention and increase public political engagement (Erubami, 2020). The ability of social
media in Nigeria to promote and amplify political engagement has also been amply proved
(Erubami, 2020). Politicians, political parties, the Independent National Electoral Commission
(INEC), and more lately, political movements (like the Obidient Movement), are frequently seen
during general elections frantically attempting to engage with Nigerians via their different social
media channels. Social media have been used to coordinate some of the most successful social
campaigns against perceived failures by governments, in addition to their general effectiveness
for electioneering campaigns. Examples include the Occupy Nigeria protest against the removal
of fuel subsidies by the Nigerian government in January 2012, the #BBOG (Bring Back our
Girls) campaign coordinated on Twitter and other social networking sites to draw attention to the
seemingly unimportant issue of child soldiers.
There has been a change in the way communication is managed on all fronts, whether they are
social, economic, or political, as a result of the recent rise of social media as a major force that
must be taken into account in all sectors of communication. All aspects of communication have
changed as a result of this change (Project Sore, 2022). Political communication has
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consequently grown in significance throughout election campaigns (Projectstore, 2022). This is
due to the rise in the usage of social media by both the public and politicians.
Despite the imperative nature of social media in the political arena and electioneering processes
in Nigeria, the manner in which people see the influence of social media for the mobilization of
electorates for the 2023 Presidential election prompted this study.
Statement of the Problem
Despite the fact that there have been many empirical studies on the significance of social media
in Nigerian politics and campaigning, in general. There don't seem to be many studies on how
the public feels about the much-discussed benefits of social media for democracy and political
involvement. According to Erumbami (2020), perception is the cognitive process by which
people organize, interpret, and give the information they are exposed to proper meaning.
According to studies, attitudes and technology use are related in an overlapping way (Segard,
2015, referenced in Erubami, 2020). As a result, how a phenomenon is viewed determines how it
is evaluated, accepted, or rejected.
Objectives of the Study
The specific objectives of this study therefore, includes:
1. To determine Nigerian electorates’ level of exposure to social media political contents.
2. To ascertain Nigerian electorates’ perception of political campaign messages.
3. To evaluate Nigerian electorates’ perception of the contributions of social media to the
processes of 2023 political participation in Awka metropolis.
Research Questions
To effectively carry out the research, the following research questions were brought up
for investigation:
1. To what extent do electorates of Awka metropolis get exposed to political contents on
social media?
2. How do Awka metropolis electorates perceive these political campaign messages on
social media?
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3. How do Awka metropolis electorates perceive the contributions of social media to the
processes of 2023 political participation?
Review of Related Literature
In reality, there is a connection between social media and politics, and it is possible to mobilize
and garner support for political causes through social media (Okeke, C. et al., 2016; Kreiss,
2016, in Apuke&Tunca, 2018). This is due to the present political and opinion leaders in Nigeria
beginning to recognize and use social media more (Okeke, C. et al. 2016). It's interesting to note
that research has shown social media to be one of the primary channels for African political
candidates (Apuke&Tunca, 2018). They communicate a variety of campaign themes to voters
who are interested in their political career and aspirations via social media (Grow, G., & Ward,
J., 2013, in Apuke&Tunca, 2018).
An Overview of Social Media
Social media are the channels via which individuals connect with one another to share, trade, and
comment on content through online communities and networks (Oparaugo, 2021). In order to
build highly participatory platforms for individuals and groups to share, create, discuss, and alter
user-generated content, social media uses mobile and web-based technology (Oparaugo, 2021).
Through virtual networks, it makes it easier for people to share ideas and information
(Dollarhide, 2023). It might manifest as video sharing, social gaming, business networks for
professionals, virtual worlds, review sites, and more (Dollarhide, 2023). Communication
between organizations, communities, and individuals undergoes significant and pervasive
changes as a result (Adescope&Ogan-Charles, 2015, in Oparaugo, 2021). Social media refers to
websites and apps that facilitate communication, participation, information sharing, and working
together (The Economic Times, n.d). Social media is used by people to maintain contact with
their friends, family, and neighbors. Carr and Hayes (2015) defined social media as "internetbased channels that enable users to opportunistically interact and selectively self-present, either
in real-time or asynchronously, with both broad and narrow audiences to derive value from usergenerated content and the perception of interaction with others." Oparaugo (2021) adopted this
definition.
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The internet provides countless niche social networks where participants can congregate around
a shared interest (Oparaugo, 2021). There are active social media networks for both broad and
niche themes, ranging from security and compliance to colon and digestive health (Didiugwu et
al. 2015, in Oparaugo, 2021). Social media are platforms for social engagement that make
communication methods easily accessible and scalable. The transformation of communication
into interactive discourse is made possible by the employment of web-based and mobile
technology (Joseph, 2013, in Oparaugo, 2021).
Social Media’s Influence on Modern Political Campaigns and Elections
Recent studies have focused on the effectiveness of social media adoption and use, as well as
how it affects political campaigns (Conway BA et al. 2015, in Apuke and Tunca, 2018).
However, research suggests that traditional mass media still play a significant role in the
campaign ecology (Chadwick, 2017; Neyazi TA et al. 2016, in Apuke and Tunca, 2018) because
it serves as a venue for television debates and press conference advertising (Enli, G. 2017, in
Apuke and Tunca, 2018). However, social media has grown in popularity and has been deemed
"platforms for interaction and information exchange" (Himelboim, I. et al. 2014, in Apuke and
Tunca, 2018), has introduced a new pathway for inducing political attitudes and participation and
enhancing participatory communication, as well as faster dialoguing and engagement (Ross, T &
Burger, T. 2014, in Apuke and Tunca, 2018).
Social media platforms like Facebook, YouTube, and Twitter have become popular ecampaigning tools that enable political candidates to speak to voters simultaneously in a more
individualized, responsive, and dialog-based manner, strengthening the relationship between
voters and candidates (Oelsner, K. &Heimrich, 2015, in Apuke&Tunca, 2018). Simply said,
social media is a channel for communicating with voters directly through websites and other
social media platforms like Facebook and Twitter, bypassing traditional media (Apuke&Tunca,
2018). It was revealed that political candidates use social networking sites to engage voters by
maintaining constant touch with their followers and encouraging participation and likeness
through engaging remarks (Apuke&Tunca, 2018). According to studies (Apuke&Tunca, 2018),
the majority of political parties and leaders keep accounts on social media sites like Facebook,
Twitter, and Instagram where they post information about their agendas.
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In fact, it's impossible to overstate the importance of using web-based social networking sites
like Facebook, Twitter, and YouTube during political campaigns (Ajayi AI &Adesote SA, 2015,
in Apuke&Tunca, 2018). Social media platforms like Facebook, for instance, enable users to
express their political opinions, back a particular candidate, and engage in political discussion
with others (Boulianne, S. 2015; Okoro, N. &Nwafor, K.A., 2013; Abbot, J. et al. 2013; Okeke,
C. et al. 2016, as referenced in Apuke&Tunca, 2018).
Actually, studies have shown that using social media platforms like Facebook and Twitter for
political campaigning places more of an emphasis on the individual politician than the political
party, leading to more individualized campaigning, mobilization, and interaction with the
electorate and supporters (Enli&Skogerbo, 2013, in Apuke&Tunca, 2018). Additionally,
according to Kent & Taylor (1998), referenced in Apuke&Tunca (2018), the majority of political
online campaigns use online relationship nurturing techniques that call for disclosure or
openness, data sharing, interactivity, and involvement.
Perceptions of Social Media Influence on 2023 Presidential Election
Change is coming. The public realm has been dramatically democraticized by social media, the
newest wonder child on the block (Premium Times, 2022). You may start a political story that
will have an unheard-of impact on society with 100 naira in data on your smartphone. Any
political player who downplays the influence of social media does so at his or her own risk
(Premium Times, 2022). Even However, in recent years, it hasn't totally taken the position of the
traditional media as the center of political disputes and the fires of political restyling (Premium
Times, 2022).
Social media is now a key tool in political conflict in Nigeria. According to statistics, 33 million
people used social media in Nigeria in January 2021 (Premium Times, 2022). Nigeria has a
social media concentration of over 40% of the population, or close to 90 million people, with a
cell phone connection rate of over 48% and an Internet access rate of 36% (Premium Times,
2022). As of 2021, 89 million people were eligible to vote in the nation (Premium Times, 2022).
Since the majority of voters have access to social media, it is safe to say that social and internet
media have almost completely supplanted the combination of other media as important channels
for communicating about social and political issues (Premium Times, 2022). Social media has
the potential to be a catalyst for democracy and a barrier to authoritarianism. It gives political
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actors the tools to maintain political dialogue in the interim between elections, engage with
voters in an unfiltered way, and reinvigorate the political system (Premium Times, 2022).
Following a global trend, Nigerian politicians are increasingly connecting with their supporters
directly using social media for normal political communication (Premium Times, 2022).
Political communication in Nigeria has never been so diverse, fractured, energetic, chaotic,
creative, and simultaneously polarizing as we move closer to 2023, when politicians and political
parties are hopping on the social media bandwagon. Political actors are redefining themselves as
serious political candidates at both the local and national levels by regular, amusing, and smart
engagement with audiences on social media(Premium Times, 2022). Sincere political
participation and education can be distinguished from razzmatazz by certain of their viewers
(Premium Times, 2022). Social media has become a crucial arena for shaping public opinion and
advancing an agenda (Premium Times, 2022). The ability of social media to affect and determine
voting behavior may be limited but considerable, however the jury is yet out on how much of an
impact it will have on political outcomes (Premium Times, 2022).
Social media was heavily utilized by the opposition All Progressive Congress (APC) in the 2015
presidential election to discredit the Peoples Democratic Party (PDP) (Premium Times, 2022).
Exploratory research conducted in Nigeria during the 2015 elections show that social media
significantly contributed to the swing of young voters' support away from the Federal
Government, which was in power at the time (Premium Times, 2022). By the 2019 Presidential
election, social media had matured, and it was seen that even older individuals were turning to
them for political information and debates rather than the area being dominated by the millennial
and young adults (Premium Times, 2022).
News articles and other material spread like wildfire over the networks, with serious
repercussions (Premium Times, 2022). The social media is scarcely under the jurisdiction of the
government, and the resulting open space serves as a marketplace for ideas and viewpoints
(Premium Times, 2022). Politicians, parties, and activists may easily compete to persuade people
to support them by using social media (Premium Times, 2022). Social media has made it
possible for activists, leakers, and opposition politicians whose voices had been muzzled by the
ruling party to interact with the populace (Premium Times, 2022). It should come as no surprise
that Premium Times (2022) believed that in the age of social media, it is exceedingly difficult to
8
hide potentially harmful information. The APC's overwhelming win in the recent elections was
largely credited, in part, to the complementarity of its strong grassroots base and organizational
structure (Premium Times, 2022).
The moral ramifications of social media use in politics are obvious. They stand notable for
bringing political and public conversation to new depths (Premium Times, 2022). Akpore (2023)
believes that "the social media, true to type, is a mixed bag" because of this. The 2023 general
elections may go down as one of the most well-known events where technology played a role,
aside from the different polls, real or ponzi, that peppered the social media of happenings around
the country (Akpore, 2023). Strangely, not all information posted on social media can be
independently verified. Since social media is an open platform with no clear rules and no
government regulation, anyone can publish content there (Akpore, 2023). Social media platforms
like Facebook, Instagram, Snapchat, WhatsApp, Telegram, and others will likely offer
explanations for why half-truths and lies predominated in the final weeks before the 2023 general
elections (Akpore, 2023). Depending on the subject they were hired to handle and whose side
they were on, influencers were quite busy trying to weave narratives to either mold opinions or
twist them (Akpore, 2023). Although social media did not spare anyone, some influencers even
turned into spin doctors, spouting and spinning stories as the situation demanded (Akpore, 2023).
A few days before the general elections, social media spread rumors that the city's
telecommunications networks, particularly those related to banking operations, would be shut
down. This is according to Akpore (2023). To prevent vote buying through bank transfers, even
bank apps and the Unstructured Supplementary Service Data (USSD) would be disabled. Other
publishers released information purporting to be from the Independent National Electoral
Commission (INEC), claiming that they would permit voters without Permanent Voter Cards
(PVCs) to cast ballots, stating that they could approach election officials and that the Bimodal
Voter Accreditations System (BVAS) would verify them with accreditation by merely
brandishing shady identifications in that regard. This claim that only those with PVCs were
entitled to vote was swiftly refuted by INEC. But social media had a different opinion. There
were far too many lies disseminated by voices of persons and well-known figures concealed
behind technology and artificial intelligence (Akpore, 2023). Despite the obvious disadvantages
of social media, there is still some good that comes from it (Akpore, 2023). The latest craze is
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social media, flaws and all (Dazang, 2022). Those who give an excessive amount of weight to
some fictitious "structure" in the Nigerian political sphere are probably going to pay the price.
This is due to the fact that young people now make up the majority of Nigeria's electorate
(Dazang, 2022).
Political players need to reflect more deeply and concentrate on bringing ethics back to the table
given the serious consequences of unethical political communication during this 2023 election
cycle (Premium Times, 2022). The issue needs to be addressed through a multi-stakeholder
process since routinely dishonest political communication has serious consequences for politics,
societal cohesion, and national security (Premium Times, 2022). In order to put ethical
communication principles into effect in the social media era, political parties must control their
supporters and proxies and collaborate with fact-checkers and civil society organizations
(Premium Times, 2022).
The tool of social media is quite competitive. Millions of political contenders will compete for
the same audience's attention (Premium Times, 2022). In addition to increasing the influence of
social media, this presents the problem of innovative online crowdsourcing. Social media may
significantly affect the results of the elections in 2023 (Premium Times, 2022).
The Role of Social Media on the Mobilization of Electorates for Political Participation
The increasing acceptance of social media, its use, and its integration into political discourse
highlight the significance of social media in the modern world (Okeke, C. et al. 2016).
According to Ezebuenyi&Ejezieh (2012), cited in Okeke, C. et al. (2016), the unhealthy reliance
on godfatherism is gradually giving way in Nigeria to the strategic crafting and packaging of
persuasive messages by campaign managers and political parties online. This is done in an effort
to consciously persuade Nigerian voters to vote for their candidates.
Particularly, it has been proven that Obama's 2008 electoral campaigns made substantial use of
Facebook. This was effectively employed to reach out to the electorate, particularly the younger
demographic (Apuke&Tunca, 2018). Obama was able to develop ties with his fans through
Facebook, Myspace, and Twitter, according to Smith (2015) in Apuke&Tunca, (2018), which
helped him win the 2008 elections. He was positioned as the leader of a movement to reform US
politics as part of a general branding campaign. Harfoush (2009), reported in Apuke&Tunca
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(2018), also discovered that the main theme of Obama's campaign was "what we accomplish
together... your time, your vitality, and your advice." According to evidence (Lileker& Jackson,
2010, quoted in Apuke&Tunca, 2018), the campaign was concentrated on the mobilization of
activists and encouraged involvement by providing feedback to the electorates, which led to a
good response. Following the same pattern, President Goodluck Jonathan also adopted online
information management techniques during his 2011 presidential election campaigns, making
him the first Nigerian president to do so (Ezebuenyi&Ejezieh, 2012, cited in Okeke, C. et al.
2016). These techniques have increasingly influenced our electoral system and the general
political environment.
Social enables many individuals to almost instantly come together for a certain cause. They also
give people a forum to show their solidarity with one another and with people in the wider world
(Okeke, C. et al. 2016). Sauvage (2023) made the following comment in support of this claim:
"Over the course of the five-month presidential campaign, Obi has gone from minor curiosity to
credible candidate, with extensive social media support among Nigeria's youth turbocharging his
standing." Olusegun Obasanjo, a former president of Nigeria, and celebrated author
Chimamanda Adichie have both endorsed Obi (Sauvage, 2023). Every word, movement, and
response to critics' comments made by Mr. Peter Obi on social media have become fodder for
discussion and online material. It is understandable that the authorities began to perceive his
Obidient movement as a threat. Despite the fact that he said it in an interview with a traditional
media outlet, his "consumption to production" mantra gained traction on social media.In this
setting, Obi has worked to create a reputation as the epitome of honesty and wisdom (Sauvage,
2023). He accomplished this by concentrating on young people and social media. After all, youth
account for almost 70% of users on social media.
Wehmeyer (2023), who is still thinking about Peter Obi and his social media antics said:
“Regardless of his chances of winning the election, Obi has spiced up the political
landscape and ushered Nigeria into a new political era, by moving millions of young
Nigerians with the targeted use of social media. It remains to know whether the old way
of
doing politics and choosing presidential candidates based on ethnicity, religion and
connection has been superseded by one based on character, capacity, competence,
commitment and individual choice“.
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The issue is resolved. The most rapidly expanding and technologically sophisticated
grassroots movement on the continent is Peter Obi's campaign (Ozigbo, 2023). Peter Obi is
Nigeria's most popular, preferred, and qualified candidate, according to all polls conducted by
reputable statistics and data gathering businesses, including NOI/ANAP Polls, We2gether,
Nextier, Bloomberg, and others (Ozigbo, 2023).
Analyzing quantitative data gathered by Aghogho Joshua Erubami (2020), who looked at how
the population in Delta state, Nigeria, perceives the role social media plays in the political
involvement processes. A sample of 500 respondents chosen using a multistage sampling process
served as the basis for the survey method that was used. The research found that while the social
media were thought to have improved the flow of political information and raised public political
consciousness in Nigeria, it was also found that the news and information being disseminated on
social media platforms were noted to have increased the spate of hate speech and stoked political
unrest.
Theoretical Framework
This study was anchored on the Social Judgment Theory (SJT) and the Technological
Frame of Reference theory.
Social Judgment Theory. According to the social judgment theory, depending on your
cognitive map, you can accept or reject a statement or message. Whether you accept it or reject it
depends on how involved your ego is and whether you can accept it (Communication Capstone
Spring 2001 conceptual Workbook).
According to the theory, social media messages that promote democracy, fight poverty, provide
jobs, and ensure security’all of which are fundamental needs of young people in modern
Nigeria’have a chance of being accepted and subsequently influencing them (Okeke, C. et al.
2016). According to the theory, Nigerian voters are rational participants who should make the
required decisions about how to understand or respond to these signals based on whether or not it
confirms their pre-existing opinions about what they expect from politics (Okeke, C. et al. 2016).
Technological Frame of Reference Theory. According to this theory, different groups have
different views on the value, significance, and usefulness of technological artifacts (University of
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Colorado, 2011), and these variations have a significant impact on how these groups view and
interact with technology (Segaard, 2015, in Erubami, 2020). The theory holds that while
attempting to make sense of a technology, people form various frames of assumptions,
expectations, and knowledge, and these formed frames influence their subsequent behaviors and
attitudes toward the technology (Erubami, 2020).
Based on their experiences, presumptions, expectations, and knowledge of online
communication platforms, this theory deduces that various people will have varying judgments
of the contributions of social media to political involvement processes (Erubami, 2020).
Research Methodology
This study's research method of choice is the survey. It entails gathering data from the
Awka metropolis electorates. The city of Awka was predicted to have 301,657 residents as of the
Nigerian census of 2006 and more than 2.5 million as of a 2018 estimate, according to
DBpedia.org. The population of Awka metropolis as of 2018 was chosen by the researchers. The
sample size for this study was determined by the researchers using a sample size calculator they
obtained online on Qualtrics (2020). 385 residents of the city of Awka make up the study's
sample size.
In this study, 385 diverse and knowledgeable respondents, largely young people, who are
familiar with social media activities were purposefully chosen by the researchers. This is due to
the fact that not all Awka voters are aware of social media trends. Respondents in the metropolis
of Awka received questionnaires from the researchers. They used the technique of unintentional
sampling to distribute their questionnaires. However, the researchers made sure that people who
received the surveys verbally attested to their familiarity with social media activity.
Data Presentation and Analysis
The respondents were given 385 copies of the questionnaire, and 382 of those were
completed and returned. Ninety-nine percent of the questions were answered. Simple
percentages and frequency tables are used to illustrate and analyze the acquired data. The
information is provided below:
Respondents’ Demographic Data
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Table 1: Sex of Respondents
Sex
Frequency
Percentage
Male
224
59%
Female
158
41%
Total
382
100%
According to the table, 41% of respondents are women and 59 % of respondents are men.
The difference between men and women is not that great. This demonstrates that approximately
equally as many men and women use social media.
Table 2: Respondents’ Age Distribution
Age Bracket
Frequency
Percentage
18-24
76
20%
25-30
150
39%
30-35
65
17%
40-45
54
14%
50 and above
37
10%
Total
382
100%
The information in table 2 reveals how old the respondents were. Thus, 39 percent of
respondents are under the age of 25, 20 percent are between the ages of 18 and 24, 17 percent are
between the ages of 30 and 35, 14 percent are between the ages of 40 and 45, and just 10 percent
of all respondents are between the ages of 50 and above. The data reveals that young people
make up the bulk of the responders.
Table 3: Marital Status of Respondents
Response
Frequency
Percentage
Single
223
58%
Married
125
33%
Divorced
34
9%
Total
382
100%
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In accordance with the information in Table 3, 58% of respondents are single, 35% are
married, and just 7% of all respondents had experienced a divorce. According to the data, the
majority of responders are singles, followed by married people.
Table 4: Respondents’ Occupation
Occupation
Frequency
Percentage
Employee
89
23%
Self-employed
81
21%
Unemployed
94
25%
Student
118
31%
Total
382
100%
The data in table 4 shows the occupational distribution of the respondents. The statistics
from the table shows that 23 percent of the entire respondents are employees, 21 percent are selfemployed, and 25 percent are unemployed while 31 percent are students.
Research Question One: To what extent do electorates of Awka metropolis get exposed to
political contents on social media?
In other to answer research question one, respondents were asked a battery of questions
and the data gathered are presented in the tables below.
Table 5: Respondents’ Use of Social Media
Response
Frequency
Percentage
Yes
382
100%
No
0
0
Total
382
100%
Information in table 5 shows that all the selected respondents are using social media. This
further reiterates what the researcher said in his methodology, when he said that every of his
respondents orally attest to the fact that he or she is conversant with social media activities.
Table 6: Most Frequently Used Social Media Platforms
Response
Frequency
Percentage
15
WhatsApp
98
25%
Twitter
72
19%
Facebook
122
32%
Instagram
67
18%
YouTube
23
6%
Total
382
100%
The data in table 6 shows that 25 percent of the respondents frequently uses WhatsApp,
19 percent uses twitter frequently, 32 percent of the entire respondents frequently makes use of
Facebook, 18 percent of the respondents uses Instagram often while just 6 percent of the
respondents uses YouTube often. The analysis therefore, shows that most of the respondents uses
Facebook frequently. This underscore why political messages on social media are always found
on Facebook.
Table 7: Respondents’ Extent of Social Media Usage.
Response
Frequency
Percentage
Daily
231
60%
Weekly
108
28%
Monthly
43
11%
Total
382
100%
Information in table 7 shows that 60 percent of the entire respondents uses social media
on a daily, 28 percent of the respondents makes use of social media on weekly basis while 11
percent of the respondents uses social media on monthly basis. This shows why social media
contents gets more attention of the people than traditional media contents. From the analysis,
more than half of the respondents use social media on daily basis.
Table 8: Respondents’ Frequency of Exposure to Political Contents on Social Media.
Response
Frequency
Percentage
Always
204
53%
Sometimes
111
29%
Rarely
67
18%
Never
0
0
16
Total
383
100%
The data in table 8 shows that more than half (53%) of the respondents get exposed to
political contents on social media always, 29 percent sometimes get exposed to theses political
contents on social media, 18 percent says they rarely get exposed to political contents on social
media while none of the respondents says they never get exposed to political contents on social
media. Therefore, the analysis shows that all the respondents access political contents on social
media at varying frequency.
Research Question Two: How do Awka metropolis electorates perceive these political
campaign messages on social media?
Table 9: Respondents’ Response on Research Question Two
Response
Frequency
Percentage
Political campaign messages
on social media are mostly
deceitful
Most political campaign
messages on social media are
mere political propaganda
Political campaign messages
on social media are credible
information
Total
96
25%
214
56%
72
19%
382
100%
The data in table 9 shows that 25 percent of the respondents sees political campaign
messages on social media as a deceitful information, 56 percent of them are of the view that
political campaign messages abundant on social media are mere political propaganda while 19
percent of the entire respondents sees political campaign messages on social media as a credible
information.
Research Question Three: How do Awka metropolis electorates perceive the contributions of
social media to the processes of 2023 political participation?
Table 10: Respondents’ Response on Research Question Three
Response
Frequency
Perceived as a step towards 209
progress
in
political
Percentage
55%
17
participation processes
Perceived as an extension of 106
the existing status quo in
political
participation
processes
Perceived to have contributed 67
nothing to the political
participation processes
Total
382
27%
18%
100%
Table 10 data reveals that 18% of respondents see social media contributions to 2023
political processes as nothing, while 27% see them as an extension of the current status quo.
Overall, respondents see social media contributions as a step toward progress in 2023 political
processes, according to 55% of the respondents. According to the report, social media's
contributions to political participation processes have resulted in real advancements.
Discussion of Findings
Obviously, it may not be out of place to appreciate the tremendous effect of the social
media phenomenon and information management as well as its application in the conduct of
socio-political activities in Nigeria and the world over. It is necessary to imply based on the
above analysis that:
Research Question One:The study supported the notion that social media is widely used by
Nigerians, particularly young Nigerians. This is because everyone who responded acknowledged
using social media. They also decided to use one social media platform over another, with
Facebook users outnumbering users of other platforms. This is also a result of the unique ways
that each social media site may be used and enjoyed. The respondents acknowledged to use
social media to some extent on a daily, weekly, or monthly basis, with the majority of them
agreeing to do so. Nigerian politicians and political actors are inundating social media users with
political messages and information because they must have realized the power of these
platforms. This is true because every respondent said that they have at some point encountered
political content on social media, with the latter group consistently outnumbering the former.
Research Question Two: Both favorable and negative attitudes on how they view political
campaign messaging on social media are expressed by the respondents. Most of the respondents
see political campaign messaging on social media as merely political propaganda, but some
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regard it as misleading information and genuine information. The degree of mistrust between
Nigerian politicians, political actors, and the electorate is highlighted by this. Building a stream
of trust between Nigerians and their leaders appears to be a mammoth undertaking, despite the
penetrating and interactive influence social media has on our daily contacts. This, in my opinion,
is a result of the widespread lack of confidence between the voters and previous Nigerian
officials. The issue of saying one thing in the campaign messages and doing another thing when
power is gotten is contributing immensely to this.
Research Question Three: The majority of respondents felt that social media has gradually
aided political involvement procedures in 2023 when it comes to how people see its
contributions to that process. However, some respondents still believe that social media has just
served to maintain the status quo in the political involvement processes for 2023, while others
believe it has made no difference. The majority view on this issue further illustrates the critical
role that social media plays in information sharing, grassroots activism, and interactions between
political candidates and their followers.
Conclusion
From the aforementioned, it is clear that social media is a widely used method in Nigeria
for exposing individuals to political news, information, and campaign messages. In the Nigerian
state of Anambra, the metropolis of Awka, social media users have made it a daily practice to
use various social media platforms. Most social media users consider the political campaign
messages that are widely disseminated on social media to be nothing more than political
propaganda. As a result, the majority of social media users see social media's contributions to
2023's political involvement procedures as part of a progressive agenda.
Recommendations
Based on the research findings, the following recommendations were made:
1. Political leaders in Nigeria should make every effort to align their pledges and messaging
with the desired outcomes. This is due to voters losing faith in and optimism in political
campaign pledges as a result of the current and former political leaders' broken promises,
which are readily apparent on social media.
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2. Despite the obvious negative effects (false information, hate speech, and name-calling,
among others) on social media, Nigerian politicians should embrace it wholeheartedly for
future electoral campaigns. This is due to the fact that social media gives voters the
chance to communicate with the politicians running for office.
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