A comparative study of digital political narratives on campaign strategy: Evidence from a political party in Kaduna, Nigeria
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- NGN 5000
Background of the study
Digital political narratives have become a cornerstone of contemporary campaign strategy, offering political parties new ways to communicate their vision and mobilize support. In Kaduna, political parties are increasingly crafting and disseminating narratives through digital channels to shape campaign strategy and voter perceptions (Abubakar, 2023). This study compares various digital political narratives used by a political party in Kaduna and assesses their effectiveness in influencing campaign strategy. It explores how storytelling, message framing, and the use of multimedia content contribute to a cohesive narrative that resonates with voters. The research investigates the interplay between narrative content and voter engagement, as well as how digital narratives can differentiate a campaign from its competitors (Ibrahim, 2024). However, challenges such as inconsistent messaging and the risk of narrative manipulation are also examined. The findings aim to provide a framework for developing robust digital narratives that enhance campaign strategy and optimize voter mobilization (Umar, 2025).
Statement of the problem
Political parties in Kaduna struggle to harness the full potential of digital political narratives in shaping effective campaign strategies. Despite investing in digital storytelling, inconsistencies in message delivery and narrative fragmentation can dilute campaign impact (Abubakar, 2023). Additionally, the dynamic nature of digital media creates challenges in maintaining narrative consistency, leading to mixed voter responses. There is a lack of comparative analysis that identifies the most effective narrative elements for engaging voters and influencing campaign outcomes. This gap hinders the ability of political parties to refine their digital strategies for maximum voter mobilization. This study addresses these issues by comparing digital narratives and identifying key factors that enhance their effectiveness in campaign strategy (Ibrahim, 2024).
Objectives of the Study
To compare digital political narratives used by a political party.
To evaluate their impact on campaign strategy and voter engagement.
To recommend best practices for creating effective digital narratives.
Research Questions
How do digital political narratives influence campaign strategy?
What elements of narratives most effectively engage voters?
What improvements can optimize digital narratives for political campaigns?
Significance of the study
This study is significant as it provides a comparative analysis of digital political narratives and their impact on campaign strategy in Kaduna. The insights will help political parties develop more cohesive and persuasive digital narratives to enhance voter mobilization. The research contributes to academic debates on digital political communication and offers practical recommendations for refining campaign strategies through effective storytelling (Abubakar, 2023; Umar, 2025).
Scope and limitations of the study
The study is limited to analyzing digital political narratives and their influence on campaign strategy for a political party in Kaduna, Nigeria. It does not extend to other communication channels or regions.
Definitions of terms
Digital Political Narratives: Online stories and messages crafted to shape political perceptions.
Campaign Strategy: The overall plan used by a political party to secure electoral victory.
Political Party: An organized group that competes in elections to influence public policy.
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