An Investigation of Sentiment Analysis in Political Campaign Strategies: A Case Study of Electoral Campaigns in Katsina State
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
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- NGN 5000
Background of the Study
Sentiment analysis, a branch of natural language processing, is increasingly used to gauge public opinion during political campaigns. By analyzing social media posts, public speeches, and news articles, sentiment analysis provides valuable insights into voter perceptions and preferences. This technology allows campaign teams to adjust their messaging strategies in real-time to align with public sentiment.
In Katsina State, political campaigns are becoming more data-driven, with a focus on leveraging digital tools to connect with voters. Research by Ahmed and Ibrahim (2024) emphasizes the potential of sentiment analysis in predicting electoral outcomes and enhancing voter engagement. However, its application in Katsina State remains limited, with few campaigns fully utilizing this technology for strategic decision-making.
Statement of the Problem
Political campaigns in Katsina State often rely on traditional methods to assess voter sentiment, which are time-consuming and prone to inaccuracies. The lack of adoption of sentiment analysis tools limits the ability of campaign teams to respond promptly to public concerns and emerging trends.
Musa and Yusuf (2023) observed that campaigns using sentiment analysis achieve better alignment with voter expectations. This investigation examines the use of sentiment analysis in Katsina State’s electoral campaigns, exploring its effectiveness and the challenges hindering its adoption.
Objectives of the Study
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To evaluate the adoption of sentiment analysis in political campaigns in Katsina State.
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To assess the effectiveness of sentiment analysis in shaping campaign strategies.
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To identify barriers to implementing sentiment analysis in political campaigns.
Research Questions
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To what extent is sentiment analysis adopted in Katsina State’s political campaigns?
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How effective is sentiment analysis in improving campaign strategies?
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What challenges hinder the adoption of sentiment analysis in political campaigns?
Research Hypotheses
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Sentiment analysis is not significantly adopted in political campaigns in Katsina State.
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Sentiment analysis does not significantly improve campaign strategies.
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Barriers do not significantly hinder the adoption of sentiment analysis in political campaigns.
Scope and Limitations of the Study
This study focuses on electoral campaigns in Katsina State, investigating the use and impact of sentiment analysis in political strategies. Limitations include the potential lack of access to proprietary campaign data and variability in sentiment analysis tools used.
Definitions of Terms
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Sentiment Analysis: The computational process of identifying and categorizing opinions expressed in text to determine attitudes toward a subject.
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Political Campaign Strategies: Tactics and approaches used by political entities to persuade voters and win elections.
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Electoral Campaigns: Organized efforts to influence voter decision-making during elections.
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