The Influence of Social Media on Voters’ Choices During the 2023 Presidential Elections in Nigeria.

• Author(s): Igbinedion, Onoyoze Cleopatra ; Ajisebiyawo, Adekunle Saheed, PhD
• Paper ID: 1705035
• Page: 252-264
• Published Date: 18-09-2023
• Published In: Iconic Research And Engineering Journals
• Publisher: IRE Journals
• e-ISSN: 2456-8880
• Volume/Issue: Volume 7 Issue 3 September-2023

Abstract

Social media have been viewed variously as developmental to democratic deepening on one hand and as instrumental to grooming anarchy on the other hand. In other words, there have been a sustained debates among shades of opinion on the actual role social media play in electoral politics and democratic sustainability the world over. Whereas social media has acted as catalyst for popular mobilization for political engagement it has also created platforms for mobilizing its teeming audience for rebellion and disruption of democratic order at some points such as Nigeria’s experience with the infamous EndSars Protests of 2020. Therefore, this paper is an assessment of how social media influence voters' decisions during the presidential elections held on February 25 2023 among Nigerian voters. The paper adopted the Uses and Gratification Theory (UGT) to evaluate the impact of free flow of information on voters decision making. The paper reported that social media platforms were powerful tools in the rapid dissemination of political information throughout the Nigeria’s electoral process of 2023 acting as critical conduits for political discourse, enabling the swift transmission of information to a broader audience. The paper established association between the frequency of social media interactions involving political contents and voters' preferences during the 2023 presidential elections in Nigeria. The paper concluded that social media did not only booster voter participation but shaped electoral outcomes during the 2023 presidential elections and that the influence cut across distinct demographic, social, economic and cultural spectrum. It also recommended that as social media's role in politics continues to evolve, it is crucial for policymakers, researchers, and social media platforms themselves to understand the mechanisms through which social media interactions influence voters. Promoting digital literacy, combating misinformation, and ensuring transparency in algorithmic processes are essential steps toward creating a healthier online political environment that empowers voters to make informed decisions.

Keywords

Democracy, Electoral Participation, Social Media, Voters’ Choices, Voting Behaviour

Citations

IRE Journals:
Igbinedion, Onoyoze Cleopatra , Ajisebiyawo, Adekunle Saheed, PhD "The Influence of Social Media on Voters’ Choices During the 2023 Presidential Elections in Nigeria." Iconic Research And Engineering Journals Volume 7 Issue 3 2023 Page 252-264

IEEE:
Igbinedion, Onoyoze Cleopatra , Ajisebiyawo, Adekunle Saheed, PhD "The Influence of Social Media on Voters’ Choices During the 2023 Presidential Elections in Nigeria." Iconic Research And Engineering Journals, 7(3)