The Role of Social Media in Political Mobilization

1.0 Introduction

1.1 Background of Study

In recent years, the global political landscape has witnessed a dramatic shift in the methods used for political communication and mobilization, largely influenced by the growth of social media. Digital platforms have transformed how political messages are disseminated and how citizens engage with political processes. In developing democracies such as Nigeria, social media has emerged as a powerful instrument for political mobilization, bridging the gap between politicians and the electorate, especially among youth and urban populations.

Traditionally, political campaigns in Nigeria were dominated by radio, television, newspapers, and rallies. However, the evolution of digital technologies and the rapid penetration of smartphones and internet services have ushered in a new era of political engagement. Social media platforms like Facebook, Twitter (now X), WhatsApp, Instagram, and YouTube have become central tools for mobilizing support, spreading political ideologies, organizing protests, and monitoring electoral activities (Nwabueze & Eze, 2021). These platforms allow for real-time interaction and a decentralized flow of information, empowering citizens to participate more actively in the democratic process.

According to Okonkwo (2023), the 2023 Nigerian presidential elections presented a remarkable case where social media was leveraged more than ever before. Political actors used digital tools not only for campaign advertising but also to build virtual communities, engage in live discussions, counter propaganda, and solicit donations. For instance, the youth-led "Obidient" movement supporting the Labour Party candidate, Peter Obi, was primarily organized and amplified through social media platforms, marking a significant shift in political mobilization trends (Okonkwo, 2023).

Social media refers to digital platforms that allow users to create, share, and exchange information and ideas in virtual communities and networks. According to Kaplan and Haenlein (2010), social media is “a group of Internet-based applications that build on the ideological and technological foundations of Web 2.0, and allow the creation and exchange of user-generated content.” in the context of political communication, social media has become a critical tool for engagement, information dissemination, and political mobilization (Kaplan and Haenlein, 2010). Political mobilization involves rallying citizens around a political cause or encouraging political participation such as voting, campaigning, or activism. In recent years, particularly with the rise of digital platforms like Twitter (now X), Facebook, WhatsApp, Instagram, and TikTok, political actors in Nigeria have increasingly turned to social media to connect with voters, especially the youth demographic, who constitute a large portion of the electorate.

The 2023 presidential elections in Nigeria marked a turning point in the use of social media as a strategic tool for political engagement. Candidates and political parties leveraged various platforms not only for campaign purposes but also to mobilize supporters, combat misinformation, and shape public opinion. The emergence of the "Obidient" movement, for example, showed how online activism could translate into significant offline political engagement, demonstrating the growing influence of digital platforms in Nigeria's democratic process (Ajayi, 2023). Social media’s immediacy, interactivity, and wide reach have made it a vital avenue for political discourse and grassroots mobilization in Nigeria. During the 2023 elections, hashtags, viral videos, live streams, and online debates were used to energize supporters and expose electoral malpractice, making the digital space a parallel battleground to traditional campaign grounds. Therefore, this study seeks to examine the extent and effectiveness of social media as a tool for political mobilization during the 2023 Nigerian presidential elections.

1.2 Statement of Problems

Investigation revealed that social media platforms like Twitter (now X), Facebook, WhatsApp, and Instagram are being used to rally support, educate voters, and amplify political messages, they are equally prone to the spread of misinformation, fake news, and hate speech, which is capable of manipulating public opinion and inciting violence (Olorunnisola & Martin, 2018).

Additionally, there is the challenge of accountability. Social media influencers and political actors use their platforms to promote candidates and ideologies, but the absence of ethical guidelines and monitoring mechanisms is resulting in the weaponization of information and political manipulation (Chukwu & Nwachukwu, 2022).

Furthermore, the 2023 presidential elections revealed how social media is capable of both empowering and polarizing political discourse. Movements like the "Obidient" campaign gained enormous traction online, yet critics argue that social media activism is not always matched by offline political participation. It is against the backdrop that this study, therefore, is intended to investigate how social media is shaping political mobilization in Nigeria, using the 2023 presidential elections as a case study.

1.3 Aim and Objectives of Study

The aim of this study is to examine the role of social media in political mobilization during the 2023 presidential elections in Nigeria. In achieving this aim, the following specific objectives were laid out as follows:

1. To identify the social media platforms most utilized for political mobilization during the 2023 presidential elections in Nigeria.
2. To analyze the influence of social media on voter awareness and participation in the electoral process.
3. To examine the strategies adopted by political actors and supporters in using social media to mobilize support.
4. To evaluate the impact of social media-driven political movements such as the “Obidient” movement.
5. To assess the challenges and risks associated with social media use in political mobilization, including misinformation and digital exclusion.

1.4 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:

• Which social media platforms were most utilized for political mobilization during the 2023 presidential elections in Nigeria?
• How did social media influence voter awareness and participation in the electoral process?
• What strategies were adopted by political actors and supporters to use social media for mobilizing electoral support?
• What was the impact of social media-driven political movements, such as the “Obidient” movement, on political engagement?
• What are the major challenges and risks associated with using social media for political mobilization in the context of the 2023 elections?

1.5 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.

• H₀1: There is no significant relationship between the use of social media platforms and voter participation in the 2023 Nigerian presidential elections.
• H₀2: Political actors who actively utilized social media platforms for campaign strategies experienced greater public engagement compared to those who relied on traditional media.
• H₀3: The use of social media for political mobilization is associated with notable challenges, including the spread of misinformation and unequal access to digital tools.
• H₀4: Social media-driven political movements, such as the “Obidient” movement, significantly influenced youth political engagement during the 2023 elections.

1.6 Significance of Study

The findings of this research will be useful to political parties and candidates, as it will provide intuition into the most effective digital strategies for reaching and engaging voters. It will also help them better understand the influence of platforms such as Twitter (X), Facebook, WhatsApp, Instagram, and TikTok in communicating their messages and mobilizing support.

Furthermore, this study will benefit policymakers and electoral bodies like the Independent National Electoral Commission (INEC), by accenting the opportunities and risks associated with the use of social media during elections. It will assist in developing appropriate policies or frameworks that encourage responsible digital campaigning while minimizing the spread of misinformation.

Lastly, researchers and students in the fields of political science, media studies, and communication will find this study valuable as it will serve as a reference for further academic exploration into the evolving relationship between technology and politics.

1.7 Scope of Study

The scope of the research is focused on the role of social media in political mobilization using the 2023 Presidential Elections in Nigeria as a case study.

1.8 Limitations of the Study

During the course of this study, there were some problems encountered which stood as limitations to the research work. Some of the limitations include:

1. 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.
2. 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).
3. Initial Cooperation Delay from Respondents: A particular limitation of this work came as a result of the respondent refusal to offer their cooperation at the initial time they were contacted. This contributed in making the success of this research study difficult.

1.9 Definition of Terms

Social Media:

Social media refers to digital platforms and tools that allow users to create, share, and exchange information, ideas, and content through virtual communities. in the context of this study, social media includes platforms like Facebook, Twitter (X), Instagram, WhatsApp, and TikTok, which were actively used during the 2023 presidential elections to influence political views, promote candidates, and engage voters (Kaplan & Haenlein, 2010).

Political Mobilization:

Political mobilization is the process by which individuals or groups are encouraged or organized to engage in political activities, such as voting, campaigning, or participating in political discourse. During the 2023 Nigerian elections, social media played a key role in rallying support, increasing political awareness, and motivating voters to take action (DellaVigna & Kaplan, 2007).

Political Engagement:

Political engagement refers to the involvement of individuals in political activities, including voting, attending political rallies, discussing political issues, and advocating for political causes. Social media platforms significantly impacted the level of political engagement during the 2023 elections, as they provided spaces for dialogue, dissemination of political messages, and collective action (Gil de Zúñiga, Jung, & Valenzuela, 2012).

Digital Campaigning:

Digital campaigning refers to the use of online platforms and tools to promote a political candidate, party, or movement. In Nigeria's 2023 presidential elections, candidates relied heavily on social media for digital campaigning, reaching a wide audience and engaging with voters directly through targeted advertisements, videos, posts, and live interactions (Chadwick, 2013).

Misinformation:

Misinformation involves the spreading of false or inaccurate information, often unintentionally, through digital platforms. The 2023 presidential election saw a surge in misinformation circulating on social media, which at times contributed to confusion, polarization, and mistrust among voters (Friggeri, Galstyan, & Ramage, 2014).

Youth Political Participation:

Youth political participation refers to the involvement of young people in the political process, whether through voting, activism, or other forms of political expression. Social media has been a significant tool in increasing youth participation, as it offers an accessible space for political discussion and mobilization, particularly during the 2023 elections (Boulianne, 2009).

Echo Chamber:

An echo chamber refers to an environment where information, ideas, or beliefs are amplified and reinforced by communication and repetition inside a defined system, often with little exposure to opposing viewpoints. Social media platforms in the 2023 Nigerian elections contributed to the creation of echo chambers, where like-minded individuals shared and reinforced political messages (Pariser, 2011).