FACEBOOK AND POLITICAL MOBILIZATION ON OYO STATE: A CASE STUDY OF 2023 GENERAL ELECTIONS IN AKINLEYE LOCAL GOVERNMENT
- Project Research
- 1-5 Chapters
- Abstract : Available
- Table of Content: Available
- Reference Style: Available
- Recommended for : Student Researchers
- NGN 3000
Background of the study
According to Hot Mass Communication Topic (2023), newspapers, periodicals, radio, and television were predominantly used for the purposes of political mobilisation, education, and participation until a recent period. In contemporary society, the advent of the internet has given rise to several contemporary mass communication instruments, including new and social media platforms (Hot Mass Communication Project Topics, 2023). The advent of social media platforms has brought to significant transformations in worldwide communication patterns (Erubami, 2020). In a contemporary context characterised by limited opportunities for direct engagement with political figures, social media platforms play a significant role in influencing public sentiment by providing individuals with a means to articulate their viewpoints and facilitating the formation of a collective stance.
According to Erubami (2020), the primary determinant of social media technologies is the unrestricted and rapid dissemination of information, which has fostered individual freedom and enhanced the exercise of humanity's inherent entitlement to freedom of speech and expression. The importance of having access to relevant political information is widely recognised in a democratic society. When accurate, intelligible, and broad information is publicly accessible, citizens have the ability to generate their own responses to political events and actively engage in the political process (Projectstore, 2022).
Apuke and Tunca (2018), have provided evidence indicating that the utilisation of social media, especially, Facebook applications has had a significant influence on several domains such as advertising, public relations, strategic communications, and political communication. Based on scholarly sources, it has been suggested that the widespread use of social media, particularly in the realm of politics, might potentially provide positive effects on political participation (Fountaine, 2017; David, et al., 2016; Ibenyenwa & Asogwa, 2022; as cited in Apuke & Tunca, 2018). There has been an increasing body of research in recent years that demonstrates the connection between social media and election campaigns, as well as the political process. According to Apuke & Tunca, (2018), the advent of social media(Facebook) has given rise to a novel form of political process and campaigns referred to as political digital campaigns. These campaigns necessitate political candidates to acquire proficiency in social media strategy to effectively engage with the electorate and exert influence over them and the broader society. The use of social media for political purposes has seen a notable surge in several African countries, Nigeria included, since the onset of the 21st century.
According to Okeke, Chinonye, and Obi (2016), the utilisation of social media (Facebook) for political communication in Nigeria underwent a significant transformation during the 2011 general elections. This shift was influenced by President Barrack Obama, who held the distinction of being the first black president in the country. President Obama strategically employed Facebook as a tool to secure victory in the elections (Okeke, C. et al. 2016). Okeke et al. (2016) assert that Nigerian politicians are progressively transitioning their campaign strategies to online platforms, such as social networking sites and other digital channels. Following the recognition that effective campaigning required more than just gestures of goodwill, political candidates began using all accessible means throughout the electoral period to strengthen their base of support (Okeke, C. et al. 2016).
In the context of the Nigerian general elections of 2023, social networking platforms including as Facebook, Twitter, YouTube, and blogs were extensively used. Social media has become an essential tool for political campaign planners in conducting election campaigns and other election-related activities, political engagement, and mobilisation, among other functions, due to its participatory, interactive, and cost-effective characteristics (Okeke, C. et al., 2016). Therefore, the function of social media in mobilising political support is now well acknowledged (Okeke, C. et al. 2016, 2016).
Social media has shown to be beneficial in Nigerian elections. In contrast to previous preelection years, there has been a notable surge in the number of social media activists engaged in political mobilisations in 2022, reaching a minimum of 45%. Notably, Mr. Peter Obi has emerged as the frontrunner across various social media platforms. Obi, the presidential candidate nominated by the Labour Party for the upcoming 2023 elections, has garnered significant attention on various social media platforms. Notably, he has effectively introduced the catchphrase "Obidient," which has garnered positive reception among the predominantly youthful electorate (Musliudeen, 2022, as cited in Projectstore, 2022). Nations, organisations, and individuals worldwide have used social media platforms to captivate voters' interest and enhance public political participation (Erubami, 2020). Erubami (2020) has extensively shown the capacity of social media in Nigeria to facilitate and enhance political participation.
During general elections, politicians, political parties, the Independent National Electoral Commission (INEC), and newer political organisations like as the Obidient Movement are often seen actively seeking to interact with Nigerians using various social media platforms. Social media has been used as a means to orchestrate very powerful social campaigns targeting perceived governmental shortcomings, alongside its overall efficacy in political campaigning. Illustrative instances include the Occupy Nigeria demonstration in response to the Nigerian government's elimination of gasoline subsidies in January 2012, as well as the #BBOG (Bring Back our Girls) initiative orchestrated on Twitter and other social media platforms to raise awareness on the apparently inconsequential issue of child soldiers.
The management of communication has seen a transformation across several domains, including social, economic, and political spheres, due to the emergence of social media as a significant influence that necessitates consideration across all communication sectors. This transition has brought about significant transformations in all facets of communication (Projectstore, 2022). The importance of political communication has increased significantly during election campaigns (Projectstore, 2022). This phenomenon may be attributed to the increasing prevalence of social media use among both the general public and politicians. Therefore the researcher sought to examine Facebook and political mobilization on oyo state: a case study of 2023 general elections in akinleye local government.
Statement of the problem
Although several empirical studies have examined the importance of social media in Nigerian politics and campaigning, there is a noticeable lack of research on popular sentiment on the much debated advantages of social media for democracy and political engagement. Erumbami (2020) posits that perception is a cognitive process by which individuals organise, analyse, and assign appropriate meaning to the information they encounter. There exists a correlation between attitudes and technology usage, as shown by previous research (Segard, 2015, as cited in Erumbami, 2020). The evaluation, acceptance, or rejection of a phenomena is contingent upon the perspective from which it is seen. Social media platforms, notably Facebook, have become crucial instruments in altering political communication and rallying individuals during election procedures in recent years. Nevertheless, the degree to which they influence political mobilisation in particular geographic settings has not been well investigated.
The significance and influence of Facebook in enabling political mobilisation, specifically in the context of local elections in Akinleye Local Government, Oyo State, are not well understood. The increasing prevalence of social media platforms, such as Facebook, within Nigerian society necessitates a thorough examination of their impact on political involvement and mobilisation. This investigation should especially focus on the mechanisms via which these platforms shape voter attitudes, behaviours, and engagement. The electoral dynamics in Nigeria during the 2023 general elections underwent notable changes, prompting an analysis of the utilisation of Facebook by political actors, interest groups, and citizens to garner support, distribute information, and shape voting behaviour within the boundaries of Akinleye Local Government. The examination of whether Facebook-based political mobilisation techniques have a disproportionate impact on certain demographic groups in Nigerian society, hence possibly amplifying pre-existing disparities in political involvement and representation, is important in light of the prevailing digital divide. The widespread dissemination of inaccurate information and the possibility of manipulating public sentiment on the Facebook platform give rise to apprehensions about the integrity of the election system. The objective of this research is to examine the frequency of disinformation tactics and their influence on political mobilisation endeavours in Akinleye Local Government over the whole of the 2023 general elections. In the realm of online political communication, the lack of comprehensive legislative frameworks presents significant obstacles in effectively monitoring and resolving concerns pertaining to hate speech, incitement, and election fraud on popular social media platforms such as Facebook.
It is essential to examine these regulatory obstacles in order to develop efficient policy measures that protect the integrity of democratic processes. The resolution of these issues will enhance comprehension regarding the impact of Facebook on political mobilisation in the particular setting of Akinleye Local Government during the 2023 general elections in Oyo State. Consequently, this will provide valuable insights for policy-making endeavours that seek to foster inclusive, transparent, and participatory electoral procedures in Nigeria. Hence, the study examine Facebook and political mobilization on oyo state: a case study of 2023 general elections in akinleye local government.
1.3 Objective of the study
Generally, the study examine Facebook and political mobilization on oyo state: a case study of 2023 general elections in akinleye local government. The specific objectives is as follows
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Investigate the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State.
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Explore the influence of Facebook on voter behavior and decision-making processes during the 2023 general elections in Akinleye Local Government.
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Explore the relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government.
1.4 Research Questions
The following questions have been prepared to guide the study
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What is the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State.?
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What is the influence of Facebook on voter behavior and decision-making processes during the 2023 general elections in Akinleye Local Government?
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Is there a relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government?
1.5 Research hypotheses
The hypotheses have been formulated to further guide the study
H0: Facebook did not influence political mobilization of voters in Oyo State.
Ha: Facebook did influence political mobilization of voters in Oyo State.
1.6 Significance of the study
The findings of the study will be significant to the following
Electoral Body: The study can offer valuable insights into the impact of social media, particularly Facebook, on electoral processes. Understanding how political actors leverage Facebook for mobilization in the context of elections can inform strategies for enhancing democratic participation and transparency in future electoral cycles.
Academic Contribution: The research contributes to the academic literature on social media and politics, particularly within the Nigerian context. It adds empirical evidence to existing theoretical frameworks, enriching scholarly discussions on the role of digital platforms in political mobilization and participation.
1.7 Scope of the study
The study focuses on Facebook and political mobilization on oyo state: a case study of 2023 general elections in akinleye local government. Hence, the study will investigate the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State, explore the influence of Facebook on voter behavior and decision-making processes during the 2023 general elections in Akinleye Local Government and Explore the relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government. Therefore, the study is delimited to Akinleye local government.
1.8 Limitation of the study
Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint are:
Time: The researcher encountered time constraint as the researcher had to carry out this research along side other academic activities such as attending lectures and other educational activities required of her.
Finance: The researcher incurred more financial expenses in carrying out this study such as typesetting, printing, sourcing for relevant materials, literature, or information and in the data collection process.
Availability of Materials: The researcher encountered challenges in sourcing for literature in this study. The scarcity of literature on the subject due to the nature of the discourse was a limitation to this study.
1.9 Definition of terms
Facebook: Facebook is a social media platform founded by Mark Zuckerberg and his college roommates that allows users to create profiles, share content, connect with friends, join groups, and engage in various forms of online communication.
Political Mobilization: Political mobilization refers to the process of organizing and engaging individuals or groups of people to participate in political activities such as voting, campaigning, protests, or advocacy efforts, with the aim of influencing political outcomes or advancing specific political agendas.
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