A comparative study of digital political content on civic participation: Evidence from a political awareness campaign in Lagos, Nigeria
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Background of the study
Digital political content has emerged as a powerful driver of civic participation, enabling campaigns to reach wide audiences with compelling messages. In Lagos, political awareness campaigns are increasingly utilizing digital content—ranging from videos and infographics to interactive websites—to inform and engage citizens about political issues (Ogun, 2023). This study conducts a comparative analysis of digital political content to evaluate its impact on civic participation. The research examines how different forms of content influence public awareness, stimulate dialogue, and ultimately encourage citizens to participate in civic activities such as voting, attending town hall meetings, and engaging in policy discussions (Fashina, 2024). The study explores the role of content quality, message framing, and platform dynamics in shaping public attitudes and behaviors. By comparing campaigns with varying levels of digital sophistication, the research aims to identify best practices and areas for improvement. The findings are expected to provide insights into how digital political content can be optimized to enhance civic participation and strengthen democratic engagement (Ajayi, 2025).
Statement of the problem
Despite the potential of digital political content to foster civic participation, political awareness campaigns in Lagos face challenges in translating online engagement into active civic involvement. The effectiveness of digital content is often undermined by issues such as low content quality, poor message framing, and platform saturation, which dilute the intended impact (Ogun, 2023). Moreover, the absence of clear strategies for converting online interest into offline action further complicates efforts to boost civic participation. This study addresses these challenges by comparing different digital content approaches and assessing their effectiveness in driving civic engagement. The objective is to identify the key factors that enhance or impede the conversion of digital political content into active civic participation (Fashina, 2024).
Objectives of the Study
To compare different types of digital political content used in awareness campaigns.
To assess their impact on civic participation.
To recommend strategies for improving digital political content effectiveness.
Research Questions
How does digital political content influence civic participation in Lagos?
What differences exist in the effectiveness of various content types?
What improvements can be made to maximize the impact of digital political content?
Significance of the study
This study is significant as it provides a comparative analysis of digital political content and its influence on civic participation within a political awareness campaign in Lagos. The findings offer practical recommendations for enhancing the design and delivery of digital content to better engage citizens in political processes. This research contributes to the academic literature on digital political communication and civic engagement, offering insights that can help policymakers and campaign organizers improve public participation (Ogun, 2023; Ajayi, 2025).
Scope and limitations of the study
The study is limited to analyzing digital political content within a political awareness campaign in Lagos, Nigeria, and does not extend to other forms of political communication or regions.
Definitions of terms
Digital Political Content: Online materials such as videos, infographics, and articles used to inform and engage the public.
Civic Participation: The active involvement of citizens in political and community activities.
Political Awareness Campaign: An organized effort to inform and mobilize citizens on political issues.
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