THE NEXUS BETWEEN SOCIAL MEDIA AND POLITICAL MOBILIZATION- A CASE STUDY OF THE 2023 GENERAL ELECTIONS

CHAPTER ONE INTRODUCTION 1.1 Background of the study The dynamics of political engagement and communication have been substantially altered by the integration of social media into political mobilization. Social media platforms, including Facebook, Twitter, and Instagram, have become ubiquitous in daily life and have become indispensable tools for legislators to communicate with voters, disseminate information, and gather support. This progression is indicative of broader societal changes in media consumption and dissemination, particularly among younger populations who are increasingly relying on internet channels for political discourse and news. Throughout history, the relationship between media and politics has been mutually advantageous, as politicians have relied on traditional media channels to communicate with the public. However, the emergence of social media has changed this dynamic by enabling direct communication between politicians and their constituents. This transition enables candidates to establish a more personalised strategy for political communication, bypassing traditional information intermediaries and establishing a more direct connection with voters (Fujiwara et al., 2023). The impact of social media on political campaigns is multifaceted. Its capacity to increase political engagement among citizens is a noteworthy feature. Studies have shown that social media serves as a catalyst for political engagement by providing platforms for discourse, debate, and mobilization (Syafii et al., 2023). For example, research have indicated that persons who connect with political information on social media are more likely to participate in offline political activities such as voting or attending demonstrations (Ardha et al., 2018). This phenomenon is particularly visible among younger voters, who often seek out political information through social media channels rather than traditional news sources (Karikari, 2020). Since the 17th century, elections have emerged as a fundamental activity in democratic governance. A similar situation is observed in Nigeria. Nigeria became a member of the League of Nations practicing democracy in 1979, when Alhaji Shehu Shagari was chosen as the country’s first democratically elected president, but he was subsequently deposed by a military dictatorship in 1983. Democracy was restored in 1999, and Nigeria has since practiced it for more than two decades, having elections at four-year intervals. Elections have grown valuable yet expensive, presenting numerous challenges that necessitate an examination of how these issues could have been mitigated and the alternative strategies that would have alleviated these expenses. In contemporary nations, elections are commonly seen as a fundamental component for the establishment of representative government and democracy. It is regarded as one of the efficacious methods for achieving effective representation in governmental offices or positions. Nosiri (2018). Katz, as referenced in Hague & Harrop (2010), identifies the election as the quintessential institution of contemporary democracy. Elections are pivotal to the advancement and consolidation of democracy in any nation. The success of political candidates or parties in elections is contingent upon the techniques they employ during their campaign to garner the support of the majority of voters. The media amplifies the public’s voice and their perceptions regarding political matters. Chinedu-Okeke and Obi (2016) contended that the media is a crucial component of society and democracy. It is a device utilised for conveying information, educating, and mobilising. It is a crucial instrument that serves as a conduit between the electorate and the government. The functions of the media include rise in the progress of the society, increase in developmental strides, making democracy better and aids in establishing good governance. In recent years, Nigeria has experienced a significant surge in social media usage, fundamentally altering the landscape of political communication. As reported by the National Communications Commission (NCC), Nigeria boasted more than 140 million internet users by early 2023, with a notable number of these individuals engaging actively on social media platforms including Twitter, Facebook, Instagram, and TikTok (NCC, 2023). This increase in digital interaction offered political figures fresh opportunities to connect with prospective voters, share campaign messages, and rally support. The general elections of 2023 in Nigeria most especially the presidential election were marked by an extraordinary dependence on social media for political mobilization, as candidates utilised these platforms to connect directly with voters and circumvent traditional media gatekeepers. One of the most significant elements of social media’s impact during the 2023 elections in Nigeria was its contribution to encouraging voter participation. Political parties and candidates utilized social media to create awareness about their campaigns, articulate their manifestos, and encourage voter participation. For example, the candidate from the Labour Party, Peter Obi, adeptly utilised social media platforms such as Twitter and Instagram to engage with younger voters, a crucial demographic in this election cycle. The social media strategy of his campaign focused on grassroots engagement and fostering community connections, striking a chord with numerous Nigerians who felt disenchanted by conventional political methods (Ojo et al., 2023). This method not only enhanced voter participation but also cultivated a sense of responsibility among individuals concerning their electoral decisions. However, while social media functioned as an effective instrument for mobilization, it also posed issues that compromised the voting process. The widespread dissemination of misinformation and disinformation has emerged as a significant issue as inaccurate narratives proliferate across multiple media. Reports revealed that deceptive information regarding candidates and their policies was prevalent during the election period, frequently resulting in voter confusion (Badmus et al., 2023). For instance, falsified narratives on candidates’ origins or baseless accusations of corruption were extensively circulated on social media, hindering voters’ capacity to make informed choices. This occurrence underlined the need for better media literacy among the electorate to identify legitimate information from falsehoods. The Independent National Electoral Commission (INEC) sought to mitigate these difficulties by instituting steps to improve openness in the electoral process. The implementation of the Bimodal Voter Accreditation System (BVAS) aimed to mitigate election misconduct and guarantee electronic transmission of results (Hassan & Obe, 2023). Nonetheless, despite these initiatives, complaints surfaced regarding technical malfunctions and discrepancies linked to BVAS, which intensified public doubt concerning the polls' legitimacy. A multitude of individuals articulated their exasperation with their incapacity to authenticate results in real-time, attributable to system faults or insufficient training of election officials (Okeke, 2023). Furthermore, incidents of violence and intimidation, often intensified by incendiary discourse on social media, tainted the elections. Multiple places around Nigeria documented incidents of political violence and voter intimidation, prompting concerns about safety during the electoral process (Human Rights Watch, 2023). Social media served a dual purpose; it enabled real-time communication on these incidents—permitting citizens to express their experiences and demand accountability—while simultaneously being a platform for hate speech and incitement to violence. The difficulties presented by this environment highlighted the pressing necessity for regulatory frameworks that might alleviate harmful content while safeguarding free expression. The ramifications of social media’s influence on Nigeria’s 2023 elections surpass immediate electoral results; they signify wider patterns in political participation and governance within the nation. Younger generations are increasingly utilizing internet platforms for information and engagement with political bodies; hence, they are challenging traditional campaigning approaches. Political parties must modify their strategies to properly integrate digital involvement while mitigating the hazards of misinformation and online manipulation. 1.2. Statement of the Problem The emergence of social media has significantly transformed the dynamics of political mobilization worldwide, with Nigeria being no exception. Prior to the 2023 general elections, social media emerged as a significant instrument in moulding political debate, swaying public opinion, and ultimately affecting electoral results. The subject of how social media affects political mobilization in Nigeria, particularly in terms of its role in electioneering, voter behavior, and democratic processes, is one that demands serious examination. The 2023 general elections represented a pivotal period in Nigerian politics, with social media platforms such Twitter, Facebook, Instagram, and WhatsApp serving a crucial role in the campaigns of prominent political parties and candidates. Social media has evolved into a medium for disseminating political messages and facilitating direct engagement with the people. Political parties and candidates utilised these venues to convey their views, criticise opponents, galvanise followers, and mobilise votes. Nonetheless, if social media offered an unparalleled avenue for political participation, it also introduced novel challenges. The omnipresence of social media has rendered political debate no longer limited to conventional media such as newspapers and television, but has transformed it into a global, instantaneous, and frequently unregulated arena. This transition prompted apprehensions on the precision and dependability of disseminated information, especially concerning the proliferation of misinformation, disinformation, and fabricated news. In the 2023 general elections in Nigeria, misinformation and deception became serious issues. Social media platforms were inundated with deceptive information, frequently intended to manipulate public opinion, undermine candidates, or incite violence. For example, throughout the campaign time, various false statements regarding candidates’ origins, views, and affiliations were spread widely on social media. These assertions were typically aimed to mislead voters or create divisions along racial, religious, and geographical lines. The electorate was inundated with contradictory storylines, complicating voters’ ability to distinguish fact from fiction. The issue of disinformation on social media in Nigeria is exacerbated by inadequate media literacy among significant portions of the public, facilitating the unrestrained dissemination of incorrect information. Furthermore, the function of digital activism in the 2023 elections underscored both the efficacy and the constraints of social media in Nigerian political campaigns. Digital activism, frequently propelled by grassroots movements, has contributed to mobilising young voters and enhancing political engagement. The “#Obidient” movement, which endorsed Peter Obi, the Labour Party’s presidential candidate, exemplifies this phenomenon. The movement accelerated chiefly via social media platforms, where disenchanted young Nigerians coordinated and rallied in favour of Obi’s candidature. This surge of digital activism demonstrated a yearning for transformation among the youth and a repudiation of the political establishment. Nonetheless, whereas digital activism effectively increased awareness and mobilised the youth demographic, it also underscored the constraints of social media as an Instrument for political transformation. The dependence on social media alone did not ensure electoral victory, as the movement faced challenges in converting its online backing into substantial political results, such as a considerable vote count at the polls. A significant concern highlighted by the 2023 general elections is the increasing political polarisation enabled by social media. The anonymity and detachment afforded by social media platforms facilitated the swift intensification of political tensions, frequently culminating in hatred, hate speech, and violence. Political discourse grew increasingly acrimonious, with followers of rival parties engaged in heated online confrontations that often spilled over into offline violence. The emergence of echo chambers, in which individuals exclusively interact with information that corroborates their own opinions, has intensified the issue of polarisation. Social media platforms transformed into arenas where political discourse prioritised emotional responses, partisanship, and identity politics over reasoned discussion. This resulted in a divided political landscape where compromise and communication appeared progressively challenging to attain. Moreover, social media platforms have been alleged to be exploited by political entities aiming to sway the electoral process. The 2023 elections witnessed the rise of “social media influencers” and “paid digital operatives” employed to disseminate particular political messages or disparage adversaries. For instance, supporters Bola Tinubu known as the “#BAT Brigade” employed social media influencers and digital operatives to counter the “#ObIdient” movement and promote Tinubu’s candidacy. These operators frequently produced viral content, including memes, videos, and blogs, meticulously crafted to influence public opinion or undermine candidates. This method of internet campaigning elicited ethical concerns on the transparency and equity of political communication in Nigeria. It also highlighted worries about the regulatory capabilities of the Nigerian government and the platforms themselves to ensure that social media was not being utilised for bad ends. The obstacles to controlling social media in Nigeria are considerable. The Nigerian government’s attempts to regulate social media, exemplified by the contentious Twitter ban in 2021, have frequently faced criticism for violating freedom of expression. Despite such efforts, social media remains a largely unregulated space, with little to no enforcement of laws governing its use in political campaigns. The absence of stringent regulation has facilitated the unrestrained proliferation of detrimental content, such as hate speech and misinformation, thereby compromising the integrity of the voting process. The government's efforts to regulate social media have been criticised as politically motivated, intended to suppress dissent and resistance hence the need to carry out this study. 1.3. Research Questions i. Was there any nexus between social media and political mobilization in the 2023 General Elections in Nigeria? ii. Was there any relationship between social media activities and political violence in the 2023 General Elections in Nigeria? iii. Should Social media activities be regulated in Nigeria? 1.4. Objectives of the Study 1. To investigate if there was any nexus between social media and political mobilization in the 2023 General Elections in Nigeria. 2. To ascertain if there was any relationship between social media activities and political violence in the 2023 General Elections in Nigeria. 3. To find out if social media activities should be regulated in Nigeria. 1.5. Significance of the of Study Although there is an expanding corpus of research on political communication, the predominant scholarship centres on Western democracies, with insufficient attention to the distinctive dynamics of African political systems. This study offers a novel perspective by examining Nigeria, Africa’s most populous country, and investigating the utilisation of social media platforms to shape political discourse, mobilise voters, and affect election results in the 2023 general elections. This will enhance comprehension of digital media’s function in a swiftly evolving political environment, providing significant insights into the influence of social media on political engagement in developing nations. This study aims to address the deficiency of empirical research regarding the specific utilisation of social media platforms in Nigerian political campaigns during the 2023 elections. Although research on digital mobilization has proliferated in industrialised countries, the intricate dynamics of social media use in African contexts remain insufficiently examined. This study will examine the techniques employed by political candidates, parties, and activists in utilising platforms such as Twitter, Facebook, Instagram, and WhatsApp to communicate campaign messages, interact with supporters, and refute opposing narratives. This will illuminate the influence of digital tools on the voting process, voter behaviour, and political polarisation. Additionally, the study will examine the influence of social media on political participation, whether it promotes or obstructs engagement. While social media is typically touted as a tool for democratization, the 2023 Nigerian elections demonstrated the potential for misinformation, echo chambers, and manipulation through digital means. This study will examine the impact of misinformation campaigns, false news, and targeted advertisements on public opinion and electoral behaviour. This study will examine how social media might mobilise and demobilise voters, thereby contributing to the broader discussion on the ethical implications of digital politics, political campaigns, and election integrity in modern democracies. This research will enhance the field of political communication by examining the changing dynamics between traditional media and new media. While conventional media still plays a key role in Nigerian elections, the 2023 general elections saw a marked shift toward digital platforms, especially among younger, urban voters. By evaluating the interplay between these media types, the study will provide significant insights into the merging of digital and conventional media in political mobilization, which is a developing subject of interest in media studies and political communication. This study’s significance lies not only in its contribution to the literature on social media and political mobilization but also in its timely exploration of the 2023 Nigerian general elections. By filling the gaps in current knowledge, particularly regarding the African context, and by examining the opportunities and challenges that social media presents for political engagement, the research will enhance our understanding of digital media’s impact on democracy, political participation, and election outcomes in the 21st century. A. Theoretical significance This study makes a significant theoretical contribution through its application to the agenda-setting theory. This theory suggests that media organisations possess the ability to shape the public agenda by highlighting specific issues while downplaying others. During the 2023 Nigerian general elections, social media emerged as a crucial platform for shaping the political discourse, highlighting key issues such as security, the economy, and governance. Through a thorough examination of social media content throughout the campaign period, this study aims to provide valuable insights into the ways in which political figures and their supporters utilised these platforms to influence the narrative and emphasise key issues. The research will illuminate the ways in which conventional media platforms were swayed by the subjects gaining traction on social media, possibly resulting in a more extensive transformation in political dialogue within society. Additionally, the study will contribute to the understanding of the spiral of silence theory, which explains how individuals may withhold their opinions if they perceive them to be in opposition to the dominant or prevailing viewpoint. Social media platforms inherently cultivate a variety of discussions, which can frequently be divisive and contentious. The elections of 2023 were marked by vigorous political discussions, as numerous Nigerians utilised social media platforms to voice their support or opposition to specific candidates. The research will investigate the ways in which social media has either enhanced or muted specific voices, especially within marginalised or less politically engaged communities. This study will analyse how social media platforms have either promoted the visibility of marginalised voices or intensified the suppression of dissenting opinions stemming from concerns about backlash or social stigma. This research will be guided by the uses and gratifications theory, which serves as an essential framework. This theory focuses on how individuals actively seek out media that meet their needs and expectations. In the 2023 elections, social media served as a multifaceted platform, providing not just information but also avenues for entertainment, social engagement, and active political involvement. Furthermore, the study will highlight the role of influencers, political figures, and social media personalities in shaping political opinions, particularly among the youth, who are heavy users of digital platforms. The theory of political communication offers a pertinent framework for comprehending how candidates and political parties engage with the electorate through social media platforms. This theory highlights the significance of communication in influencing political dynamics, such as voter behaviour and the results of elections. By concentrating on the 2023 elections, this study aims to enhance our understanding of the changing dynamics of digital media in political communication, particularly in societies experiencing swift increases in social media usage. Furthermore, the study will provide empirical data to challenge or support the idea that social media has democratized political participation. While certain academics assert that social media fosters inclusivity and empowers everyday individuals, others argue that it has intensified polarisation, misinformation, and manipulation. The elections in Nigeria in 2023 were characterised by notable engagement on social media, alongside the proliferation of misinformation, difficulties in fact-checking, and the utilisation of these platforms for disinformation efforts. Examining these dynamics will yield fresh theoretical perspectives on the constraints and opportunities of social media in either promoting or obstructing democratic processes. b. Practical significance Firstly, the study offers vital insights into how social media platforms are exploited to reach a vast and diverse audience. During the 2023 elections, political parties and candidates leveraged social media to directly engage voters, circumventing conventional media outlets. This enabled candidates to convey their messages instantaneously, address complaints, and foster a feeling of community with their supporters. This study elucidates how social media serves as an effective and economical instrument for political communication by examining the content, techniques, and platforms employed throughout the campaign, particularly in a nation characterised by a substantial, youthful, and technologically adept populace. Secondly, the study’s practical value resides in its capacity to guide future campaign efforts. The 2023 general elections underscored the increasing significance of digital involvement in influencing political results. Comprehending the patterns of social media utilisation, especially the types of messages that resonate with various groups of the population, can assist political actors in optimising their campaigns. Furthermore, understanding the power of digital commercials, influencers, and viral material offers a strategic framework for political campaigns to connect with voters through novel methods, surpassing conventional approaches such as rallies and television adverts. Additionally, the study is significant for evaluating the effects of social media on political polarisation and misinformation. In the 2023 general elections, substantial apprehensions arose regarding the dissemination of misinformation and the influence of social media in intensifying differences among the electorate. The research can elucidate the dissemination of disinformation, assess the efficacy of fact-checking initiatives, and examine the influence of social media platforms in either alleviating or exacerbating these concerns. This can guide future policy decisions concerning social media regulation and its effects on democratic processes, ensuring responsible and ethical usage of these platforms in elections. This work significantly contributes to the greater discourse on digital democracy and electoral integrity. As social media increasingly intertwines with the political landscape of nations, the capacity to monitor and evaluate its impact on the electorate is essential for preserving the integrity of the democratic process. This study can serve as a guide for electoral bodies, regulatory agencies, and civil society organizations to better understand the challenges and opportunities posed by social media in elections, ensuring that these platforms are used to enhance, rather than undermine, democratic participation. This study establishes a framework for subsequent research and interventions regarding the utilisation of social media for political engagement in upcoming elections. With the growing reliance on digital platforms, understanding how social media affects voting behavior, campaign success, and political engagement will continue to be a key area of focus. The findings from the 2023 general elections can serve as a benchmark for evaluating the evolution of social media’s role in subsequent electoral cycles, especially as new platforms and technologies emerge. 1.6. Scope and Limitations to the Study The scope of the research on “Social Media and Political Mobilizationin- A Case Study of the 2023 General Elections in Nigeria” will focus on how social media platforms influenced political campaigns, voter behavior, and public discourse during the 2023 general elections in Nigeria. This study will examine major social media platforms such as Twitter, Facebook, and Instagram, analyzing their role in shaping political opinions, mobilizing voters, and disseminating information. The research will specifically concentrate on the pre-election period, including campaign strategies, political advertisements, and public engagement, as well as the election day and immediate aftermath to assess the impact of social media on voter turnout and election results. The study will also include a review of significant social media-driven events or controversies that may have influenced public perception and electoral outcomes and if these social media activities should be regulated or checked. Finally, due to the broad nature of the 2023 general elections in Nigeria which includes the General House of Representatives, Gubernatorial, and House of Assembly, the researcher will be focusing more on the Presidential Election which would would serve as a reflection of the the other elections that took place in Nigeria in 2023. The limitations of this study include the potential biases in social media data, as platforms will not provide a comprehensive view of offline voter behavior or the influence of traditional media. The research will also be constrained by the availability and reliability of data, as social media metrics and user-generated content can be inconsistent and will not always accurately reflect public opinion or electoral impact. Additionally, the study will be limited to the 2023 general elections in Nigeria, meaning that findings may not be generalizable to other elections or political contexts outside Nigeria. Time constraint will also limit the depth of analysis, particularly in capturing and analyzing real-time social media interactions and their direct correlation with electoral outcomes. However, notwithstanding all these limitations, the study managed to navigate these challenges to provide a comprehensive and nuanced examination and understanding of social media and political mobilization during the 2023 General Elections in Nigeria 1.7. Operational Definitions Social media: Social media refers to digital platforms and websites that enable users to create, share, and interact with content and connect with others. Examples include platforms like Facebook, Instagram, Twitter, and TikTok, where users can post updates, photos, videos, and comments, fostering communication and community engagement. Political Mobilization: Political Mobilization is the process of encouraging and empowering people to participate in political activities such as voting, protesting, or supporting or. Particular cause or candidate. It’s about bringing people together to create change and influence decision -making process. Elections: Elections are formal processes in which individuals or groups select leaders, representatives, or make decisions on specific issues. They typically involve voting, where eligible citizens cast their ballots to choose candidates or approve policies. Elections can occur at various levels, including local, regional, or national, and are fundamental to democratic systems of governance.