An examination of the role of social media influencers in shaping political discourse at the grassroots: A study of Abakaliki Local Government Area, Ebonyi State
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Background of the study
In the digital era, social media influencers have emerged as key players in shaping political discourse at the grassroots level. In the Abakaliki Local Government Area, these individuals leverage online platforms to disseminate political information, mobilize communities, and influence public opinion. Their ability to reach diverse audiences through personalized content has transformed traditional political communication methods (Ogbu, 2023). Recent studies suggest that social media influencers can significantly affect political narratives by framing issues in relatable terms and engaging with followers interactively (Nwachukwu, 2024). Moreover, their influence is particularly pronounced among younger demographics and urban populations (Eze, 2023). This study investigates the extent to which social media influencers contribute to shaping political discourse, exploring the mechanisms through which online engagement translates into political participation. The research examines the interplay between influencer credibility, audience perception, and grassroots political mobilization, providing insights into the evolving landscape of digital politics.
Statement of the problem
Despite the growing prominence of social media influencers in political discourse, challenges remain in understanding their true impact on grassroots political engagement in the Abakaliki Local Government Area. Concerns include the potential for misinformation, the commercialization of political opinions, and the lack of accountability in digital spaces (Iheanacho, 2023). Additionally, the relationship between influencer activities and actual political mobilization remains under-researched. These uncertainties call for a systematic investigation to determine how social media influencers shape political narratives and influence voter behavior, thereby informing more effective digital political communication strategies (Eze, 2024).
Objectives of the study:
- To assess the influence of social media influencers on political discourse at the grassroots.
- To evaluate the role of online engagement in translating influencer impact to political participation.
- To identify challenges associated with influencer-driven political communication.
Research questions:
- How do social media influencers shape political discourse in the study area?
- What is the relationship between online engagement and political participation?
- What challenges arise from the use of social media influencers in political communication?
Research Hypotheses:
- H1: Social media influencers significantly shape political discourse at the grassroots.
- H2: Higher online engagement is associated with increased political participation.
- H3: Misinformation and commercialization negatively affect the credibility of influencer-driven political communication.
Significance of the study
This study is significant as it explores the transformative role of social media influencers in political discourse, providing evidence-based recommendations for digital political communication strategies. The findings will inform policymakers and political stakeholders about leveraging online platforms to enhance grassroots engagement and ensure accountable political discourse in the Abakaliki Local Government Area (Uche, 2024).
Scope and limitations of the study:
The study is limited to examining the role of social media influencers in shaping political discourse within the Abakaliki Local Government Area. It focuses exclusively on digital platforms and does not address traditional media influences.
Definitions of terms:
• Social Media Influencers: Individuals with significant online followings who shape public opinion through digital content.
• Political Discourse: The communication and debate surrounding political issues and policies.
• Grassroots: The basic level of political engagement and participation among local communities.
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