The effect of social media influencers on political awareness in Nsukka Local Government, Enugu State
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Background of the Study
Social media influencers have increasingly become key players in shaping political opinions and civic engagement. In Nsukka Local Government, Enugu State, the influence of these digital personalities extends beyond entertainment, penetrating the realm of political awareness and voter mobilization (Okeke, 2023). Influencers communicate political messages, promote debates, and often serve as informal educators on contemporary issues. Their role has been magnified by the rapid spread of information on platforms such as Instagram, Twitter, and Facebook, creating a dynamic space where political discourse is democratized (Chukwu, 2024). This transformation in communication channels has led to greater political participation among youths and marginalized groups. The continuous engagement with influencers has the potential to change the traditional political landscape by providing alternative narratives and perspectives. However, questions remain regarding the accuracy, bias, and effectiveness of the political messages disseminated by these figures, as they sometimes conflict with mainstream political communication (Nwankwo, 2025). As digital strategies evolve, the need for a critical evaluation of their role in political awareness becomes ever more urgent.
Statement of the Problem
While social media influencers are credited with raising political awareness, there is uncertainty about the depth and authenticity of the political knowledge disseminated in Nsukka. Mixed messages and potential biases can misinform rather than enlighten, contributing to polarized opinions. The lack of empirical evidence on the causal relationship between influencer activity and political awareness creates challenges for policymakers. Moreover, the rapid evolution of social media trends complicates understanding the long-term impact on democratic engagement (Ezenwa, 2024).
Objectives of the Study:
- To determine the impact of social media influencers on political awareness in Nsukka.
- To analyze the content strategies used by influencers to convey political messages.
- To assess audience perceptions regarding the credibility of political information from influencers.
Research Questions:
- What is the relationship between influencer activity and political awareness?
- How do influencers frame political narratives?
- What factors influence the credibility of political information from social media influencers?
Research Hypotheses:
- H₁: Social media influencers significantly enhance political awareness in Nsukka.
- H₂: The framing of political content by influencers is positively associated with audience engagement.
- H₃: Trust in influencers moderates the relationship between exposure to political content and awareness levels.
Significance of the Study
This study is significant in highlighting the evolving role of social media influencers in political education and awareness. It informs stakeholders about the potential benefits and pitfalls of digital political communication, guiding future strategies for effective civic engagement and public education (Bassey, 2023).
Scope and Limitations of the Study:
The study is limited to examining social media influencers’ effects on political awareness in Nsukka Local Government, Enugu State and does not address offline political influences.
Definitions of Terms:
- Social Media Influencer: An individual who has established credibility on social media and can affect public opinion.
- Political Awareness: The level of knowledge and understanding individuals have about political processes and issues.
- Digital Communication: The transmission of information through electronic means, particularly social media platforms.
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