Exploring the Role of Social Media During Elections

Social media has transformed political communication globally, and Nigeria, Africa’s largest democracy, is no exception. With over 33 million active social media users in 2023, according to DataReportal, platforms like Twitter, Facebook, and WhatsApp have become pivotal in shaping electoral processes. This article critically examines the role of social media during Nigerian elections, focusing on voter mobilization, misinformation challenges, and real-time engagement, drawing on recent scholarship and practical examples from the 2023 general elections.

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Voter Mobilization and Political Participation

Social media amplifies voter mobilization by providing platforms for political campaigns and civic engagement. A 2023 study in the Journal of African Media Studies highlights how candidates leverage Twitter to reach Nigeria’s youth, who constitute over 60% of the electorate. During the 2023 presidential election, Peter Obi’s “Obidient” movement used Instagram and Twitter to crowdfund and rally support, demonstrating social media’s capacity to galvanize grassroots participation. The Independent National Electoral Commission (INEC) also utilized WhatsApp to disseminate voter education, boosting turnout in urban areas like Lagos, as noted by Premium Times. This underscores social media’s role in enhancing democratic inclusion, though rural access remains limited.

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The Challenge of Misinformation

While social media fosters engagement, it also propagates misinformation, undermining electoral integrity. Nwosu and Eze argue that false narratives on platforms like Facebook influenced perceptions during the 2023 elections, with doctored videos alleging rigging spreading rapidly. A Pulse Nigeria report documented how disinformation about polling unit violence in Kano deterred voters, illustrating the real-world impact. Research from Global Media Journal suggests that Nigeria’s low digital literacy exacerbates this issue, making users susceptible to unverified content. Addressing this requires robust fact-checking, as seen with initiatives like Dubawa during the election period.

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Real-Time Engagement and Transparency

Social media enables real-time election monitoring and discourse, enhancing transparency. During the 2023 elections, citizens used Twitter to report results from polling units, often outpacing official INEC announcements, as observed by Connect Nigeria. Influencers like Rinu Oduala live-tweeted irregularities, amplifying accountability demands. A 2024 article in IEEE Xplore notes that such immediacy empowers voters but risks amplifying unverified claims. Conversely, INEC’s proactive Twitter updates countered rumors, aligning with findings from Georgetown Journal of International Affairs that suggest structured social media use by electoral bodies can bolster trust. This duality highlights social media’s potential and pitfalls in real-time electoral contexts.

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Conclusion

Social media’s role in Nigerian elections is multifaceted, driving mobilization, challenging credibility through misinformation, and facilitating real-time transparency. While it empowers citizens and candidates, its unchecked influence poses risks to democratic processes. Strengthening digital literacy and regulatory frameworks is essential to harness its benefits fully.

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This article was first published on 12th March 2025
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