AN INVESTIGATION INTO SOCIAL MEDIA USERS’ RESPONSES TO THE REMOVAL OF FUEL SUBSIDY: A FACEBOOK CASE STUDY

CHAPTER ONE INTRODUCTION 1.1 Background of the Study The discontinuation of fuel subsidies is a recurring policy event that many Nigerians are familiar with. Over the years, successive Nigerian governments have reassessed and adjusted this policy in response to different political and economic factors. These policy shifts have often led to public outcry and widespread protests due to the perceived and real hardship they bring. While the government may provide rational explanations for ending the subsidy regime, the general populace remains highly conscious of the negative repercussions such decisions tend to have on the lives of everyday citizens (Ali, 2021). The impact of such policy changes usually spreads throughout the economy. An increase in fuel and petroleum prices typically results in a chain reaction of rising costs across critical sectors like transportation, food supply, healthcare, education, security, and other essential services. These ripple effects often push the populace to take to the streets to express their grievances and urge the government to reconsider. In the Nigerian context, the use of social media platforms is a relatively recent phenomenon, particularly in contrast to the long-standing history of debates over fuel subsidies. Initially, during the early phases of internet adoption in developing nations like Nigeria, access to the internet was quite limited. A significant portion of the population lacked digital literacy, and the high cost of internet access made it inaccessible to many. Over time, technological advancements have enabled internet access through mobile phones. Increased competition among telecom providers has further contributed to a gradual reduction in internet service costs. Mobile network companies, in a bid to capture more market share, have introduced promotional campaigns and sales strategies (Boyd, 2017). As a result, mobile internet has become more affordable and widely available. Consequently, more people now own mobile devices with internet access and actively use social media platforms. These platforms have grown in popularity for several reasons. Firstly, they allow users to share and access information in real time and in various formats—including audio, text, images, and video—throughout the internet. This capability significantly surpasses the limitations of traditional communication channels like radio, newspapers, magazines, and television. Furthermore, social media platforms promote freedom of expression and provide a degree of anonymity for users. While many Nigerians are displeased with the removal of fuel subsidies, they often find it difficult to voice their opinions through traditional media, which are limited in reach and editorial independence. Conventional media outlets also rarely offer anonymity to their sources, unless under exceptional circumstances. In contrast, social media grants users a higher level of privacy and liberty to express dissenting views. According to statistics from the International Telecommunications Union (2015), Nigeria is responsible for 39.6% of Africa’s overall internet traffic, making it the African country with the highest number of internet users. Boyd and Elison (2017) further noted that the popularity of social networking platforms across Africa has surged due to technological improvements, especially the increasing availability of mobile internet access. Remarkably, around 90% of internet users in Nigeria use it primarily to engage with social media. Deloitte’s 2022 report revealed that Facebook stands out as the most dominant social media platform on the African continent. The platform recorded 44.9 million active users across Africa, with Nigeria and South Africa accounting for a large percentage. Notably, 80% of Facebook activity in these countries is accessed via mobile phones. Many individuals in Africa primarily access the internet to use social media, with mobile devices serving as the primary tool for this access. Based on these observations, this study aims to explore the responses of social media users to the removal of fuel subsidy, with a specific focus on Facebook. 1.2 Statement of the Problem Nigeria’s economic framework has traditionally relied on the production and distribution of subsidized petroleum products. Most Nigerian households depend on affordable fuel and kerosene, both of which are derivatives of crude oil, for domestic and commercial purposes. The irregular and often unreliable power supply from the Power Holding Company of Nigeria (PHCN) further intensifies this dependency. Fuchs (2020) points out that a vast majority of homes and businesses use petrol-powered generators due to the unreliability of public electricity. Small- and medium-scale businesses such as barbershops, hotels, welders, hair salons, food vendors, cold-room operators, and both private and public hospitals all rely heavily on subsidized fuel to maintain operations. When fuel prices rise due to subsidy removal, the cost of transportation also rises, leading to increased costs across every other sector, since all sectors are interconnected with transportation. Consequently, the removal of fuel subsidies tends to amplify inflation, often pushing the economy into a state of hyperinflation, where the cost of goods and services dramatically increases beyond what most people can afford. Since the introduction of the internet in the early 1990s, global connectivity has expanded dramatically, bringing billions of people together through various social media platforms. Social networking sites such as Twitter, Facebook, Google Plus, MySpace, and others have become powerful tools used by civil society activists and political campaigners around the world. These platforms have provided Nigerian citizens with an easier, faster, and more impactful way to voice their dissatisfaction over policies like subsidy removal. As a result, social media has seen a surge in diverse opinions and user reactions regarding this issue. In recent times, it has become common for prominent political figures to maintain personal or fan pages on platforms like Facebook, using them to communicate directly with their followers or constituents (Gerlach, 2021). This growing reliance on social media platforms for political discourse underscores the importance of examining how Nigerians have reacted to the government’s removal of fuel subsidies through the lens of Facebook engagement. 1.3 Objective of the study The broad objective of the study is to investigatean investigation into social media users’ responses to the removal of fuel subsidy: a facebook case study. The specific objectives is as follows: i.To examines the relevance of social media during the removal of fuel subsidy in Nigeria. ii.To find out the various reaction users of social media portrayed during the fuel subsidy removal in Nigeria. iii.To investigate why social media was used during the fuel subsidy removal in Nigeria iv.To assess the kind of messages that were posted on social media in reaction to various turn of events during the fuel subsidy removal in Nigeria. 1.4 Research questions The following questions have been prepared for the study: i.What is the relevance of social media during the removal of fuel subsidy in Nigeria? ii.What are the various reaction users of social media portrayed during the fuel subsidy removal in Nigeria? iii.Why was social media used during the fuel subsidy removal in Nigeria? iv.What are the kind of messages posted on social media in reaction to various turn of events during the fuel subsidy removal in Nigeria? 1.5 Research hypotheses The following hypotheses have been formulated for the study: H0: Social media did not have any relevance during the removal of fuel subsidy in Nigeria. HA: Social media had relevance during the removal of fuel subsidy in Nigeria. 1.6 Significance of the study The study is significant to the Nigerian government as it will be exposed to the benefit and challenges that comes with the use of social media to discuss issues bordering on the policies enacted by the government. The study is also significant to the Nigerian populace as it will be exposed to the usefulness of social media as a tool to air their dissatisfaction concerning policies made by the government, it is also an avenue for the government to share information as majority of Nigerian citizens have accounts with different social media platform. The study is significant to the academic community as it will contribute to the existing literature. 1.7 Scope of the study The study focuses on the reactions of social media users on the social media removal of fuel subsidy: A study of Facebook. Hence, the study will examines the relevance of social media during the removal of fuel subsidy in Nigeria,find out the various reaction users of social media portrayed during the fuel subsidy removal in Nigeria,investigate why social media was used during the fuel subsidy removal in Nigeria and assess the kind of messages that were posted on social media in reaction to various turn of events during the fuel subsidy removal in Nigeria. Hence, the study was delimited to Facebook users. 1.8 Limitations of the study Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced. 1.9 Definition of terms Social media: a collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing and collaboration Fuel subsidy: the government not paying for the difference between pump price and the actual cost of importing fuel anymore.