1.1 Introduction
A political campaign is a coordinated series of actions and activities designed to influence voters and secure election outcomes for a particular candidate or party. Smith and Hogg (2008) describe political campaigns as multifaceted operations that utilize various communication channels to promote candidates' platforms and garner public support. The advent of social media has revolutionized the way political campaigns are conducted and how political awareness is disseminated in Nigeria. In a country with a vibrant and youthful population, social media platforms like Facebook, Twitter, Instagram, and WhatsApp have become essential tools for political communication, campaigning, and mobilization. Unlike traditional media, which often has limitations in terms of reach and immediacy, social media provides an interactive and dynamic platform for engaging with a broader audience.
As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitation of the study and Definition of terms.
1.2 Background of Study
The role of social media in political campaigns and political awareness has grown exponentially over the past decade, particularly in developing countries like Nigeria. Traditionally, political campaigns in Nigeria relied heavily on conventional media such as television, radio, and print media to disseminate information and rally support. However, the rapid penetration of the internet and the proliferation of smartphones have given rise to a new era where social media platforms are now central to political communication. Nigeria, with a population of over 200 million people, has one of the largest youth populations in the world. This demographic is highly active on social media, making platforms like Facebook, Twitter, Instagram, and WhatsApp critical tools for political engagement. According to Statista (2021), Nigeria had approximately 33 million active social media users, a figure that continues to rise as internet access expands. This surge in social media usage has transformed how political messages are crafted, disseminated, and received.
The 2015 general elections in Nigeria marked a turning point in the use of social media for political campaigns. Political parties and candidates recognized the power of these platforms to reach voters directly, bypassing traditional media gatekeepers. The elections saw unprecedented levels of online political engagement, with candidates using social media to share their manifestos, interact with voters, and respond to issues in real-time. This trend continued into the 2019 elections, where social media was used not only for campaigning but also for voter education and election monitoring.
The impact of social media on political awareness is equally significant. It has democratized information, giving citizens access to a wide range of perspectives and enabling them to participate in political discourse like never before. Social media has also played a role in holding politicians accountable, as users can quickly share information about political events, government activities, and policies, thereby increasing transparency. As Olabamiji (2014) notes, social media has provided a platform for political mobilization and the promotion of democratic values in Nigeria.
However, the increasing reliance on social media for political campaigns and awareness comes with its own set of challenges. The spread of misinformation, or "fake news," has become a major concern, particularly during election periods when false information can spread rapidly and influence voter behavior. Additionally, the digital divide in Nigeria means that not all citizens have equal access to social media, which can lead to disparities in political awareness and participation. The role of social media in shaping public opinion also raises questions about its influence on democratic processes, as algorithms and echo chambers can skew political discourse.
The 2011 general elections in Nigeria marked the first significant use of social media in political campaigns. During these elections, political parties and candidates began to experiment with social media as a tool for voter engagement. Although the use of these platforms was still in its infancy, it demonstrated the potential of social media to reach voters directly and facilitate more interactive forms of communication. A study by Uwalaka and Ezeibe (2013) highlighted how the 2011 elections saw the use of social media for the dissemination of political messages and the organization of campaign activities, signaling the beginning of a new era in Nigerian politics.
The 2015 general elections represented a watershed moment in the use of social media in Nigeria's political campaigns. By this time, platforms like Twitter, Facebook, and WhatsApp had become deeply embedded in the daily lives of many Nigerians. The election campaign of President Muhammadu Buhari, in particular, leveraged social media effectively to galvanize support, particularly among the youth. Social media was used not only for spreading campaign messages but also for voter education and mobilization. This election demonstrated the power of social media to influence political outcomes, as it provided an alternative to traditional media, which was often perceived as biased or inaccessible.
Following the success of social media in the 2015 elections, its role in political campaigns continued to grow. The 2019 general elections saw even more sophisticated use of digital platforms, with political actors employing data analytics, targeted advertising, and real-time engagement strategies to reach voters. However, this period also highlighted some of the darker aspects of social media in politics, such as the spread of misinformation and the use of bots to manipulate public opinion.
The impact of social media on political awareness in Nigeria has been profound. It has transformed how information is disseminated, how citizens engage with political processes, and how political narratives are shaped. As Opeibi (2019) notes, social media has become a key battleground for political discourse, where citizens can challenge official narratives, mobilize around causes, and hold leaders accountable. However, the history of social media’s influence on Nigerian politics also underscores the challenges that come with its use, including issues of digital literacy, the digital divide, and the potential for the spread of harmful content. Therefore, in Nigeria where the research was carried out, the activities that was conducted is to determine the Impact of the Social Media on Political Campaign / Awareness.
1.3 Statement of Problems
Investigation revealed that the increasing reliance on social media for political campaigns and awareness in Nigeria, while offering significant opportunities, has also given rise to several critical challenges that warrant close examination. One of the foremost issues is the spread of misinformation and disinformation during political campaigns. Social media platforms, due to their open and unregulated nature, have become fertile ground for the rapid dissemination of false information, which can mislead voters and skew public opinion. According to a study by Okoro and Adibe (2013), the spread of fake news on social media during elections in Nigeria has had serious implications for the integrity of the electoral process, as it can influence voter behavior and undermine trust in democratic institutions.
Another significant problem is the digital divide, which refers to the unequal access to social media and internet services across different regions and socioeconomic groups in Nigeria. While urban areas and the more affluent segments of the population have relatively easy access to social media, many people in rural areas and lower-income groups remain marginalized from this digital revolution. This disparity in access can lead to unequal levels of political awareness and participation, exacerbating existing inequalities in the political process. A report by the World Bank (2020) highlights that only about 40% of Nigeria's population had access to the internet, with significant gaps between urban and rural areas.
Additionally, the role of social media in amplifying hate speech and polarizing political discourse has become a growing concern in Nigeria. The anonymity provided by social media platforms allows for the spread of inflammatory and divisive content, which can exacerbate ethnic, religious, and political tensions. During election periods, these platforms have been used to incite violence and deepen societal divisions, posing a threat to national cohesion and stability. A study by Adegbola and Gearhart (2019) found that the prevalence of hate speech on social media in Nigeria's political landscape contributes to an environment of fear and mistrust, which can hinder constructive political dialogue and participation. In light of these challenges, it is crucial to critically assess the impact of social media on political campaigns and awareness in Nigeria. While social media has the potential to enhance political engagement and democratize information, its misuse can undermine the very foundations of democracy.
1.4 Aim and Objectives of Study
The aim of the study is to assess the impact of the social media on political campaign / awareness in Nigeria. In achieving this aim, the following specific objectives were laid out as follows:
- To evaluate the influence of social media on political awareness among different demographic groups in Nigeria, particularly the youth and rural populations;
- To investigate the extent to which social media contributes to the spread of misinformation and disinformation during political campaigns in Nigeria;
- To assess the impact of social media on political participation and the democratic process in Nigeria; and
- To analyze the role of social media in shaping political campaigns in Nigeria, focusing on its effectiveness as a tool for voter engagement and mobilization.
1.5 Research Questions
The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:
- Can social media influence political awareness among different demographic groups in Nigeria, particularly the youth and rural populations?
- To what extent does the spread of misinformation and disinformation on social media affect political campaigns and voter behavior in Nigeria?
- What is the impact of social media on political participation and the democratic process in Nigeria?
- What is the role of social media in shaping political campaigns in Nigeria, focusing on its effectiveness as a tool for voter engagement and mobilization?
1.6 Research Hypothesis
In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.
Hypothesis One
- H0: Social media significantly does not enhance the effectiveness of political campaigns in Nigeria by improving voter engagement and mobilization.
- H1: Social media significantly enhances the effectiveness of political campaigns in Nigeria by improving voter engagement and mobilization.
Hypothesis Two
- H0: The spread of misinformation and disinformation on social media during political campaigns significantly affects voter behavior and undermines electoral integrity in Nigeria.
- H1: The spread of misinformation and disinformation on social media during political campaigns significantly does not affect voter behavior and undermines electoral integrity in Nigeria.
1.7 Significance of Study
This study will provide valuable insights for political candidates and parties, helping them understand how to effectively use social media to engage with voters, mobilize support, and conduct more strategic and impactful campaigns.
The findings will be beneficial to policymakers and regulatory bodies by highlighting the need for frameworks that address the challenges posed by misinformation, data privacy, and the ethical use of social media in political contexts.
For voters, particularly the youth and those in underserved areas, the study will shed light on the role social media plays in shaping their political awareness and participation, potentially leading to more informed and active civic engagement.
The study will offer guidance to civil society organizations and election monitoring bodies on how to leverage social media to promote transparency, monitor electoral processes, and educate the public on critical political issues.
Academics and researchers will find the study significant as it will contribute to the growing body of literature on the intersection of social media and politics, particularly in the context of a developing democracy like Nigeria.
1.8 Scope of Study
The study focuses on the Impact of the Social Media on Political Campaign / Awareness in Nigeria in Nigeria using Ansarudeen College Offa as a case study.
1.9 Limitations of the Study
During the course of this study, many things militated against its completion, some of which are:
- Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
- Financial Constraint: Insufficient fund tends 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).
1.10 Operational Definition of Terms
Social Media:
Social media refers to digital platforms and technologies that enable users to create, share, and engage with content and interact with others online. These platforms include social networking sites like Facebook, Twitter, and Instagram, as well as messaging apps and blogs. According to Kaplan and Haenlein (2010), social media are characterized by their ability to facilitate user-generated content, networking, and real-time communication.
Political Campaign:
A political campaign is a coordinated series of actions and activities designed to influence voters and secure election outcomes for a particular candidate or party. It involves strategic messaging, outreach efforts, and mobilization activities aimed at persuading and engaging the electorate. Smith and Hogg (2008) describe political campaigns as multifaceted operations that utilize various communication channels to promote candidates' platforms and garner public support.
Political Awareness:
Political awareness refers to the level of knowledge and understanding individuals have about political issues, processes, and actors. It encompasses awareness of electoral processes, party platforms, policy issues, and the roles of political institutions. As defined by Verba, Schlozman, and Brady (1995), political awareness is a critical component of civic engagement and democratic participation, influencing how individuals interact with and respond to political events.
Misinformation:
Misinformation is false or misleading information spread without malicious intent. It includes inaccuracies or falsehoods that may inadvertently mislead the audience. According to Wardle and Derakhshan (2017), misinformation can distort public understanding and impact decision-making, especially in the context of political campaigns where accurate information is crucial for informed voting.
Disinformation:
Disinformation refers to deliberately false or misleading information spread with the intent to deceive or manipulate public opinion. It is often used to undermine trust in institutions, sway electoral outcomes, or incite division. As noted by Lewandowsky, Ecker, and Cook (2017), disinformation campaigns exploit social media platforms to amplify false narratives and create confusion.
Digital Divide:
The digital divide refers to the gap between individuals who have access to and are able to use digital technologies, including the internet and social media, and those who do not. It often reflects socioeconomic, geographic, and educational disparities. According to van Dijk (2005), the digital divide can impact political participation and access to information, exacerbating inequalities in civic engagement.
Data Privacy:
Data privacy involves the protection of personal information collected and stored by digital platforms and services. It encompasses measures to ensure that individuals' data is used ethically and securely, and that their privacy is not compromised. Solove (2008) emphasizes the importance of data privacy in maintaining trust and safeguarding users' rights in the digital age.
Political Participation:
Political participation refers to the various ways individuals engage in the political process, including voting, campaigning, attending political events, and engaging in political discussions. As defined by Barnes and Kaase (1979), political participation is a key element of democratic engagement, reflecting citizens' involvement in shaping political outcomes and policies.
Ethical Issues:
Ethical issues in the context of social media and political campaigns involve concerns about the morality of actions and practices related to digital communication, data usage, and political messaging. These issues include the ethical implications of targeted advertising, data exploitation, and the spread of false information. According to Floridi (2013), addressing ethical issues is crucial for ensuring the integrity and fairness of political processes in the digital era.
Targeted Advertising:
Targeted advertising involves the use of data analytics to deliver personalized advertisements to specific audience segments based on their interests, behavior, and demographic information. In political campaigns, targeted advertising is used to tailor messages to particular voter groups. According to Tufekci (2014), targeted advertising can enhance campaign effectiveness but also raises concerns about privacy and manipulation.
