THE INFLUENCE OF SOCIAL MEDIA ON POLITICAL COMMUNICATION: A CASE STUDY OF NIGERIA'S 2023 GENERAL ELECTIONS IN OMU-ARAN

Abstract

This study explores the influence of social media on political communication during Nigeria's 2023 general elections, with a specific focus on Omu Aran, a town in Kwara State known for its active political engagement and diverse social media usage. The objective of this study is to analyze the impact of social media on political communication in Omu Aran during the elections. The study investigates the role of social media in shaping public opinion, voter mobilization, and candidate campaigns. It also conducts a case study of Omu Aran's political communication landscape and examines the benefits and drawbacks of social media in political communication. The study is situated within the framework of the Agenda-setting theory and the voting behavior theory. The Agenda-setting theory emphasizes the media's ability to convey the significance of news items to the public, influencing the public agenda. The research methodology involved the use of both secondary and primary sources of data, including online sources, articles, journals, textbooks, and administered questionnaires to the target participants. The study reveals that voter education programs facilitated by the media have contributed to increased election literacy, improved voter turnout, and reduced invalid ballots. The media's presence during the entire electoral process acts as a deterrent to fraudulent activities. The findings of the study have implications for political communication in Nigeria. Political parties and candidates need to strategically utilize social media platforms to shape public opinion and mobilize voters. However, challenges such as the spread of misinformation and online manipulation should be addressed through media literacy promotion and measures to combat misinformation. Recommendations for future research and policy considerations include exploring the impact of social media algorithms on political communication, developing guidelines and regulations for responsible social media use, and further studying the role of local media and community radio stations in political communication. Addressing challenges such as misinformation and online manipulation and further exploring the role of local media can strengthen Nigeria's democratic processes and ensure credible and transparent elections.