USE OF SOCIAL MEDIA FOR SHAPING PUBLIC OPINION DURING THE END BAD GOVERNANCE PROTEST IN NIGERIA (A CASE STUDY OF YOUTHS IN RAYFIELD, JOS, PLATEAU)
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Background of the Study
The role of social media in shaping public opinion has increasingly gained recognition across the globe, particularly in the context of socio-political movements. Social media platforms such as Twitter, Facebook, and Instagram have become powerful tools for communication, mobilization, and the dissemination of information. In Nigeria, the EndBadGovernance protests, which started in 2024, exemplify how social media has become central in giving voice to public dissatisfaction and in shaping collective action against government inefficiencies and systemic corruption. Social media enables individuals to share their opinions, influence others, and mobilize movements that transcend geographical and socio-economic barriers.
The EndBadGovernance protests in 2024, much like the #EndSARS protests of 2020, arose out of long-standing frustrations with government corruption, police brutality, economic hardship, and political instability. Youths, in particular, have been disproportionately affected by these issues, leading them to actively engage in advocacy for better governance through social media channels. The protests that occurred in Rayfield, Jos, Plateau, reflected the broader discontent among Nigeria’s youth, who used social media to call attention to issues of mismanagement, lack of accountability, and human rights violations by public officials.
During the 2024 EndBadGovernance protest, social media was pivotal in amplifying the voices of Nigerian youth. Platforms such as Twitter were instrumental in organizing protests, gathering public support, and circulating real-time information about developments on the ground. Researchers have documented how social media creates virtual public spheres, facilitating open discussions, political participation, and social movements (Obadare, 2024). In this context, the public sphere represents a space where citizens can deliberate about critical social issues and collectively influence policy-making (Habermas, 1989). Social media essentially democratizes this space, making it accessible to large segments of the population who would otherwise be excluded from traditional political platforms (Ajayi, 2024).
The rise of social media as a tool for mobilization has been observed globally. Studies have shown that social media provides alternative channels for political activism, bypassing traditional gatekeepers such as the mainstream media and government institutions (Kwak & Lee, 2024). These platforms offer an inclusive and participatory framework for citizens, especially youths, who often feel alienated from the formal political processes. Through posts, tweets, hashtags, and live streams, users can share personal experiences, report instances of injustice, and collectively form a public opinion (Akingbola, 2024). Furthermore, social media's viral nature allows for rapid information dissemination, thus accelerating the momentum of social movements.
In Nigeria, youths have increasingly turned to social media to voice their grievances, especially in the face of economic inequality and political repression. Social media platforms not only serve as spaces for expressing dissent but also for creating solidarity and fostering collective identity among protesters. For example, during the 2024 EndBadGovernance protests, hashtags such as #EndBadGovernance and #FixNigeria trended on Twitter, rallying national and international attention to the cause. These digital campaigns were pivotal in shaping public discourse, with social media becoming a battleground for ideologies and counter-narratives (Nwosu & Okeke, 2024).
Youth-led protests on social media are driven by several factors. First, social media bypasses traditional media gatekeeping, allowing individuals to speak directly to audiences. This provides an unfiltered space for airing grievances and coordinating protest activities. Second, social media allows for the creation of viral content, which helps movements gain visibility in a short amount of time (Adebayo, 2024). Third, the anonymity and inclusivity of social media platforms make them accessible to a wide range of individuals, allowing for greater participation in political movements (Oyedemi, 2024). Finally, social media enables protesters to reach an international audience, which can generate external pressure on governments (Bashir, 2024).
Social media also facilitates real-time reporting and documentation of events. During the EndBadGovernance protest in Rayfield, Jos, youths used social media to document police actions, communicate their demands, and maintain international attention on the situation. This form of real-time documentation also provides protesters with a level of protection, as the global audience can hold local authorities accountable for human rights violations (Okoro, 2024). Additionally, the international reach of social media places pressure on governments to act, as global watchdogs and human rights organizations often respond to issues trending on these platforms.
In addition to mobilizing protests, social media shapes public opinion by offering a platform for debate and discussion. For example, during the EndBadGovernance protests, Nigerian youths actively engaged in discussions about governance, corruption, and the socio-economic challenges facing the country. Such discussions often challenge the dominant government narratives, with social media users collectively framing the issues and shaping how they are perceived by the public (Egwu, 2024). This collective framing can influence policy discussions, as decision-makers become aware of the public sentiment reflected on these platforms.
However, the use of social media as a tool for shaping public opinion is not without challenges. Misinformation and disinformation are rampant on social media, with false narratives often competing with verified information. For instance, during the 2024 protests, there were instances of fake news and misleading information circulating on various platforms, which complicated the efforts of protesters to maintain coherence in their messaging (Okechukwu, 2024). Additionally, the government has responded by attempting to regulate social media, citing concerns over national security and public order. Despite these challenges, social media remains an essential tool for amplifying marginalized voices and shaping public opinion in Nigeria.
The impact of social media on public opinion is evident in the shifting perspectives of both national and international audiences during the EndBadGovernance protests. The protests brought attention to issues that had long been ignored by the mainstream media, such as police brutality, economic inequality, and political corruption. As youths in Rayfield, Jos, Plateau, mobilized through social media, their voices contributed to a larger movement advocating for systemic change in Nigeria. Therefore, this study seeks to explore the role of social media in shaping public opinion during the EndBadGovernance protest, focusing on the experiences of youths in Rayfield, Jos, Plateau.
1.2 Statement of the Problem
The increasing reliance on social media platforms to disseminate information, raise awareness, and mobilize public opinion during political protests has opened up new avenues for citizens' engagement. However, while social media has been instrumental in amplifying voices during the EndBadGovernance protests, questions remain regarding the sustainability and effectiveness of such platforms in achieving real political change. In Rayfield, Jos, Plateau, many youths used social media to advocate for government accountability and systemic reform, but the long-term impact of their activism remains unclear.
Despite the widespread use of social media during protests, research has shown that these platforms are also susceptible to manipulation and misinformation. False information and competing narratives often dilute the strength of collective action, weakening the focus of movements. Furthermore, the digital divide in Nigeria means that not all citizens, particularly those in rural areas, have equal access to social media platforms, limiting the inclusivity of the movements.
This study aims to investigate how social media shaped public opinion among youths in Rayfield, Jos, Plateau, during the EndBadGovernance protest and to assess the limitations and challenges posed by the reliance on these platforms for political mobilization.
1.3 Objectives of the Study
The objectives of the study are:
- To examine the role of social media in shaping public opinion during the 2024 EndBadGovernance protest in Rayfield, Jos.
- To analyze how youths in Rayfield, Jos, used social media to mobilize support for the protest.
- To explore the impact of social media on the public’s perception of governance and leadership in Nigeria.
- To identify the challenges associated with using social media for political mobilization during the protests.
- To assess the sustainability of social media-driven movements in effecting long-term political change.
1.4 Research Questions
The study will be guided by the following research questions:
- What role did social media play in shaping public opinion during the 2024 EndBadGovernance protest in Rayfield, Jos?
- How did youths in Rayfield, Jos, use social media to mobilize support for the protest?
- What was the impact of social media on the public’s perception of governance in Nigeria during the protests?
- What challenges were faced in using social media for political mobilization during the protests?
- Can social media-driven movements lead to long-term political change in Nigeria?
1.5 Research Hypotheses
The following hypotheses will be tested in the study:
- Social media played a significant role in shaping public opinion during the 2024 EndBadGovernance protest in Rayfield, Jos.
- Youths in Rayfield, Jos, effectively used social media to mobilize support for the protest.
- Social media had a positive impact on the public’s perception of governance in Nigeria during the protests.
- The use of social media for political mobilization faced significant challenges during the EndBadGovernance protest.
- Social media-driven movements have the potential to bring about long-term political change in Nigeria.
1.6 Significance of the Study
Practical Significance:
This study will provide valuable insights into how social media can be leveraged as a tool for political mobilization and advocacy. It will be particularly useful for policymakers, activists, and civil society organizations seeking to understand the power of digital platforms in shaping public opinion and influencing political outcomes. Additionally, the study will offer practical recommendations for activists on how to use social media effectively to build sustainable movements and address issues such as misinformation and disinformation. By analyzing the role of social media during the 2024 EndBadGovernance protests, this research will contribute to the growing body of knowledge on digital activism in Nigeria and globally.
Theoretically, this study will contribute to the understanding of social media as a public sphere where political debates and collective action take place. It will build on existing theories such as the Public Sphere Theory and Agenda-Setting Theory, highlighting the role of social media in shaping public opinion and influencing political agendas. The study will also contribute to the literature on digital democracy, examining the ways in which social media facilitates inclusive political participation and enhances the voices of marginalized groups, particularly youths. By focusing on the 2024 protests in Rayfield, Jos, Plateau, this research will provide a localized perspective on how social media operates as a tool for shaping public opinion in the Nigerian context.
1.7 Scope and Delimitations of the Study
This study is focused on the use of social media for shaping public opinion during the 2024 EndBadGovernance protest in Rayfield, Jos, Plateau. The research will primarily examine the role of social media platforms such as Twitter, Facebook, and Instagram, as these were the most commonly used platforms during the protest. The study will involve participants aged 18–35, as youths were the primary drivers of the protest. The research will be limited to the Rayfield area in Jos, Plateau, and will not extend to other regions where similar protests may have occurred. This delimitation is necessary to provide a focused analysis of the specific experiences and strategies of youths in Rayfield.
1.8 Definition of Terms
- Social Media: Online platforms that allow users to create, share, and interact with content and engage in social networking, including Twitter, Facebook, and Instagram.
- Public Opinion: The collective attitudes and beliefs of a population regarding issues, policies, or events, shaped by discussions, media, and public discourse.
- EndBadGovernance Protest: A socio-political movement in Nigeria in 2024 that emerged in response to issues of government corruption, police brutality, and poor governance.
- Mobilization: The process of organizing and encouraging people to take action, particularly in political or social movements.
- Misinformation: False or inaccurate information that is spread unintentionally or without the intent to deceive.
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