IMPACT OF SOCIAL MEDIA ON THE 2015 PRESIDENTIAL ELECTION IN NIGERIA
Gonee, Barile Jonathan, PhD
Volume 13 Issue 1
Abstract
Before now, political mobilization in Nigeria was done through traditional mass media channels. But with the advent of social media, the landscape changed. The study examined the influence of social media on electorates’ choice of political party candidates; the extent to which social media usage promotes the popularity of a presidential candidate, and the degree to which it influences the change in their behavior. Survey research design was adopted for the study in which online platforms were used to elicit information from eligible voters in Nigeria. While purposive random sampling was used to obtain a sample size of 180, based on the number of returned questionnaire online. Structured questionnaire on a 4-point scale was used to obtain information from the population of study. Descriptive statistics was used to answer the research questions; while inferential statistics was used to test the hypotheses. Findings showed that there is a positive significant correlation between social media and the manner it influences electorates’ choice of a political party’s candidate. A positive significant correlation also exist between social media and change in behavior of electorates. The study observed that social media platforms served as important channels for disseminating political information, mobilizing supporters; and stimulating political discussion among citizens. The study also notes that these platforms allowed political messages to circulate rapidly; especially among young voters. The study recommends inter-alia, that as a behavioural-change platform, social media should be used by individuals to galvanize the youth for political discourse, sensitization, enlightenment and political education of electorates. Keywords: Social Media, Presidential Election, Platform, Campaign, Electorate.
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