A STUDY ON THE ROLE OF FACEBOOK IN POLITICAL MOBILIZATION IN OYO STATE: A CASE STUDY OF THE 2023 GENERAL ELECTIONS

CHAPTER ONE INTRODUCTION 1.1 Background of the Study According to Hot Mass Communication Topic (2023), traditional media platforms such as newspapers, magazines, radio, and television were historically used as major channels for political awareness, education, and citizen engagement. However, the rise of the internet has introduced various modern communication tools, particularly new media and social media platforms (Hot Mass Communication Project Topics, 2023). The advent of these platforms has significantly transformed how communication occurs globally (Erubami, 2020). In today’s world, where direct access to political figures is limited, social media platforms have played a vital role in shaping public opinion. They allow individuals to share views and contribute to forming collective opinions. Erubami (2020) notes that the core driving force behind social media is the unrestricted and rapid dissemination of information, which has promoted individual freedom and reinforced the fundamental human right to freedom of speech and expression. Access to reliable and relevant political information is essential in any democratic setting. Such access empowers citizens to independently interpret political developments and actively participate in the democratic process (Projectstore, 2022). Apuke and Tunca (2018) presented data indicating that social media, particularly Facebook, has significantly influenced sectors such as advertising, public relations, strategic communication, and political discourse. According to various theoretical frameworks, the broad use of social media—especially in politics—can have positive effects on political engagement (Fountaine, 2017; David et al., 2016; Ibenyenwa & Asogwa, 2022, as cited in Apuke & Tunca, 2018). Over the years, numerous studies have highlighted the close relationship between social media and election campaigns, as well as broader political processes. Apuke and Tunca (2018) argue that platforms like Facebook have facilitated a new form of political communication termed “political digital campaigns.” These campaigns require political candidates to understand social media strategies to effectively engage with voters and create a significant impact on both the electorate and society. Since the beginning of the 21st century, social media usage for political purposes has surged in many African nations, including Nigeria. Okeke, Chinonye, and Obi (2016) assert that there was a notable shift in Nigeria’s use of Facebook for political communication during the 2011 general elections. This transformation was partly inspired by Barack Obama, who became the first African American president of the United States and successfully used Facebook as a campaign tool (Okeke et al., 2016). Recognizing the need for more than symbolic efforts to secure victory, Nigerian politicians increasingly adopted digital platforms, including social media, to broaden their support base during elections (Okeke et al., 2016). During the 2023 general elections in Nigeria, platforms such as Facebook, Twitter, YouTube, and blogs were widely utilized. Due to their interactive, participatory, and cost-effective nature, social media tools became indispensable for political campaign teams. They were used for everything from election-related activities to mobilization and political engagement (Okeke et al., 2016). Social media’s influence in generating political support is now widely acknowledged (Okeke et al., 2016). Compared to previous election seasons, 2022 saw a dramatic increase in social media participation, with activist engagement reaching at least 45% penetration. One standout figure during this time was Mr. Peter Obi, the Labour Party’s presidential candidate, who gained immense popularity across various platforms. His campaign introduced the slogan “Obidient,” which resonated strongly, especially among the youth (Musliudeen, 2022, as cited in Projectstore, 2022). Globally, nations and individuals have leveraged social media to boost voter engagement and political participation (Erubami, 2020). Erubami’s (2020) in-depth study emphasizes the role of social media in enhancing political involvement in Nigeria. During general elections, stakeholders such as politicians, political parties, the Independent National Electoral Commission (INEC), and groups like the Obidient Movement actively interacted with the public through these platforms. Beyond political campaigns, social media has also been used to orchestrate powerful social movements against government shortcomings. Notable examples include the 2012 Occupy Nigeria protest in response to fuel subsidy removal, and the #BringBackOurGirls (BBOG) campaign on Twitter, which brought international attention to the abduction of schoolgirls. The growth of social media has revolutionized communication management in many spheres—social, economic, and political—demanding serious attention across all communication domains. This shift has deeply impacted the way communication occurs (Projectstore, 2022). Particularly during elections, the importance of political communication has greatly increased (Projectstore, 2022), a trend tied closely to the widespread adoption of social media by both the public and political actors. Therefore, this study investigates the role of Facebook in political mobilization in Oyo State, focusing on the 2023 general elections. 1.2 Statement of the Problem Although numerous empirical studies have examined the role of social media in Nigeria's political and electoral processes, there remains a noticeable gap in research regarding public perception of the supposed benefits of social media in promoting democracy and political participation. Erumbami (2020) suggests that perception involves how people organize, interpret, and assign meaning to the information they encounter. Previous studies (Segard, 2015, as cited in Erumbami, 2020) have found links between individuals' attitudes and their technology usage. How people perceive and respond to social media for political purposes depends heavily on their perspectives. Facebook, in particular, has become a key tool for shaping political narratives and mobilizing support during election periods. However, there is limited research on its role in influencing political mobilization in specific local contexts. Understanding the influence of Facebook in mobilizing voters in Akinleye Local Government, Oyo State, remains largely unexplored. Given its growing prominence in Nigeria, there’s a need to analyze how Facebook shapes political participation—especially how it affects voter attitudes, behaviors, and involvement. The 2023 general elections in Nigeria brought notable shifts in political dynamics, prompting the need to study how Facebook was used by political candidates, interest groups, and voters to gather support, disseminate information, and sway electoral decisions. Furthermore, due to the ongoing digital divide, it is important to explore whether Facebook-based political mobilization affects certain groups more than others, potentially worsening disparities in political participation. The platform’s tendency to spread misinformation and manipulate public opinion also raises concerns about electoral integrity. The lack of solid regulations on digital political communication presents major obstacles to effectively managing hate speech, misinformation, and election-related manipulation on platforms like Facebook. Therefore, addressing these regulatory issues is critical for developing policy frameworks that uphold the democratic process. This study seeks to fill these research gaps by exploring how Facebook influenced political mobilization during the 2023 elections in Oyo State. 1.3 Objectives of the Study The main goal of this study is to examine the use of Facebook in political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State. The specific objectives are to: i. Assess the extent to which Facebook was used for political mobilization during the 2023 general elections in Oyo state. ii. Explore how Facebook influenced voter behavior during the elections. iii. Evaluate the role Facebook played in voters’ decision-making during the election. iv. Examine how demographic factors like age and gender affect Facebook usage for political engagement in the area. 1.4 Research Questions To guide this study, the following research questions were formulated: i. To what extent was Facebook used for political mobilization during the 2023 general elections in Oyo State? ii. How did Facebook influence voter behavior during the elections? iii. What role did Facebook play in shaping voters’ decisions? iv. Is there a relationship between demographic factors such as age and gender and the use of Facebook for political engagement in Oyo state? 1.5 Significance of the Study This study holds relevance for the following stakeholders: Electoral Bodies: The findings will provide insight into how social media, especially Facebook, influences the electoral process. Understanding how political actors leverage Facebook for mobilization can help enhance democratic participation and transparency in future elections. Academic Community: The study will contribute to academic literature, enriching existing resources and offering valuable references for future researchers interested in political communication and digital media. 1.6 Scope of the Study This research focuses specifically on the role of Facebook in political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State. It will assess how Facebook was used for mobilization, its impact on voter behavior and decision-making, and the influence of age and gender on its political usage. Geographically, the study is limited to Oyo state. 1.7 Limitations of the Study As with any academic effort, this study encountered certain challenges: Time Constraint: The researcher had limited time to conduct the study while also attending lectures and fulfilling other academic responsibilities. Financial Constraints: The study required considerable financial resources for activities such as data collection, literature review, printing, and typesetting, which posed an additional burden on the researcher.