Social Media and Youth Political Participation in the 2023 Presidential Election in Plateau State, Nigeria
Chapter One
Objectives of the Study
The main objective of this study is to investigate the influence of social media on youth political participation in the 2023 Presidential election in Plateau State, Nigeria. The specific objectives are to:
- Examine the role of social media in promoting youth political awareness and engagement during the 2023 Presidential election.
- Assess the extent to which social media mobilization translated into actual youth voter turnout in the 2023 elections.
- Identify the challenges associated with the use of social media in promoting political participation among Plateau State, Nigerian youth.
CHAPTER TWO
REVIEW OF RELATED LITERATURE
Conceptual Review
Social Media
Social media refers to internet-based platforms that enable users to create, share, and exchange content through virtual communities and networks. It encompasses various applications such as social networking sites, microblogs, wikis, podcasts, and messaging platforms designed to facilitate interactive communication and content dissemination.
According to Maikaba and Msughter (2023), social media involves digital platforms that promote cultural globalization and information sharing. Mojaye and Aondover (2022) define social media as technological tools that have revolutionized how information is disseminated and consumed, especially in political contexts. Similarly, Arijeniwa and Nwaoboli (2023) describe social media as a medium that sets the agenda for public discourse and influences political participation among the youth.
Despite its benefits, social media as a tool for political engagement has attracted criticism. According to Usman, Msughter, and Ridwanullah (2022), social media literacy remains low among certain populations, resulting in the proliferation of fake news and misinformation. Ahmed and Msughter (2022) also emphasize that the spread of fake news during critical moments such as elections poses a significant threat to credible political engagement.
Social media has proven relevant to political participation by providing a platform for marginalized voices to be heard. It facilitates digital activism, enhances political mobilization, and enables real-time engagement with political processes (Arijeniwa & Nwaoboli, 2023). Moreover, it allows youth to bypass traditional media barriers and advocate for transparency and accountability (Hile, Msughter, & Aliyu, 2023).
However, the limitations of social media cannot be ignored. Kurfi, Aondover, and Mohammed (2021) argue that while digital platforms encourage political participation, they also promote divisive rhetoric, misinformation, and propaganda. Additionally, issues of accessibility and digital divides continue to hinder meaningful engagement among rural and disadvantaged populations (Maikaba & Msughter, 2023).
CHAPTER THREE
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RESEARCH METHODOLOGY
Research Design
This study adopted a quantitative cross-sectional survey design, which is suitable for analyzing data at a single point in time to assess relationships between variables (Saunders, Lewis, & Thornhill, 2019). The justification for this design lies in its efficiency in collecting a large amount of data from respondents within a limited timeframe, making it ideal for examining the influence of social media on youth political participation during Plateau State, Nigeria’s 2023 presidential election (Bell, 2022).
Study Settings
The study was conducted in Plateau State, Nigeria, covering various states with high youth voter engagement. The geographical setting encompassed both urban and rural areas to ensure a comprehensive analysis of youth participation in the elections. The choice of Plateau State, Nigeria as the study setting was based on its large youth population, which played a significant role in the elections (Frankfort-Nachmias, Nachmias, & DeWaard, 2021).
Population of the Study
The population for this study comprised all eligible youth voters aged 18–34 years who were registered to vote in the 2023 presidential election. According to the Independent National Electoral Commission (INEC), there were 93.46 million registered voters, with 37.1 million (39.65%) being youth voters (INEC, 2023). The study focused on this demographic as they were most likely to be influenced by social media in their political decisions.
CHAPTER FOUR
DATA PRESENTATION AND DISCUSSION OF FINDINGS
Introduction
This chapter covers the presentation and analysis of the data collected for this study. It encompasses the demographic distribution of respondents, analysis of the data collected with respect to the research objectives, test of hypotheses stated, as well as the discussion of findings.
CHAPTER FIVE
SUMMARY, CONCLUSION, RECOMMENDATIONS AND SUGGESTIONS
Summary of Findings
This study examined the role of social media in shaping political participation, particularly among young people. The findings highlighted the significant influence of digital platforms in mobilizing and engaging citizens in political discourse, electoral processes, and governance-related activities. The study revealed that social media is not only a communication tool but also an essential medium for political engagement, awareness creation, and activism.
One of the key findings was that social media platforms have become primary sources of political information for many young people. Traditional media, such as television and newspapers, remain relevant, but social media is increasingly preferred due to its accessibility, real-time updates, and interactive nature. The ability to share opinions, engage with political actors, and access diverse perspectives has made social media indispensable in political participation.
Another major finding was the role of social media in mobilizing protests and advocacy campaigns. It was observed that political movements gain traction through online campaigns, hashtags, and coordinated digital activism. Many young people find social media an empowering tool to express dissatisfaction with government policies, demand accountability, and organize protests. This underscores the platform’s effectiveness in shaping political consciousness and fostering civic engagement.
Furthermore, the study found that social media influences voter behaviour. Exposure to political messages, campaign advertisements, and discussions on social media platforms affects individuals’ political choices. Many participants admitted that their voting decisions were influenced by political debates, candidate profiles, and campaign promises disseminated online. This finding suggests that political actors leverage social media to reach and persuade potential voters.
The study also highlighted challenges associated with the use of social media in political participation. One prominent challenge is the spread of misinformation and fake news. Many respondents expressed concerns about the difficulty in distinguishing credible news sources from misleading content. The rapid circulation of unverified information has the potential to shape public opinion in ways that may not always align with facts. This underscores the need for digital literacy to enable users to critically evaluate political content.
Another significant challenge identified was the issue of online political polarization. The study revealed that social media platforms often serve as echo chambers where individuals are exposed primarily to content that aligns with their existing beliefs. This leads to a reinforcement of biases and reduces exposure to alternative viewpoints. Such polarization can intensify political divisions, limit constructive debates, and, in some cases, lead to conflict.
The findings also pointed to concerns about political manipulation on social media. Some respondents reported that politicians and interest groups use social media to spread propaganda, manipulate public perception, and discredit opponents. This manipulation is often carried out through sponsored content, bot-generated campaigns, and coordinated disinformation strategies. The study suggests that regulatory measures may be necessary to mitigate the negative effects of digital political manipulation.
In addition, the study found that the digital divide remains a barrier to inclusive political participation. While social media has expanded opportunities for political engagement, individuals in rural areas with limited internet access are often excluded. Economic factors also play a role, as affordability of data and smartphones influences access to political content online. This highlights the need for improved digital infrastructure and policies that promote equal access to information.
Despite these challenges, the study confirmed that social media enhances democratic engagement. Many respondents acknowledged that social media provides a platform for political expression, debate, and dialogue with government officials. Political leaders are increasingly using these platforms to communicate with constituents, clarify policies, and respond to public concerns. This interactive nature of social media has strengthened the relationship between political representatives and the electorate.
Overall, the study found that social media plays a crucial role in modern political participation. While it offers numerous benefits in terms of mobilization, awareness, and engagement, it also presents challenges such as misinformation, polarization, and manipulation. Addressing these challenges requires a combination of digital literacy initiatives, regulatory frameworks, and improvements in online governance. The study concludes that social media, when used responsibly, remains a powerful tool for political empowerment and democratic participation.
Conclusion
The findings of this study highlight the transformative role of social media in shaping youth political participation during the 2023 Presidential election in Plateau State, Nigeria. Social media platforms significantly promoted political awareness and engagement, serving as primary sources of information for many young voters. The study revealed that social media mobilization had a positive influence on youth voter turnout, demonstrating its capacity to enhance political activism and encourage participation in the electoral process. However, challenges such as misinformation, political polarization, and digital divide issues were identified as barriers to effective political engagement.
Despite these challenges, social media has proven to be an indispensable tool for political discourse, enabling greater civic involvement, amplifying diverse voices, and fostering democratic engagement. The findings suggest that political stakeholders, policymakers, and social media platforms must adopt strategies to address misinformation, improve digital literacy, and promote inclusive access to online political discussions.
Ultimately, while social media presents both opportunities and challenges, its influence on political participation cannot be overlooked. To maximize its benefits, a well-regulated and digitally literate society is essential. Strengthening policies that support transparency, accountability, and responsible social media use will further enhance democratic participation and governance in Plateau State, Nigeria.
Recommendations
Based on the findings, the following recommendations were proposed:
- Enhancing Digital Literacy and Fact-Checking Initiatives: Given the prevalence of misinformation on social media, digital literacy programs should be introduced to help young voters critically assess online political content. Government agencies, civil society organizations, and educational institutions should collaborate to provide training on fact-checking and responsible social media use.
- Strengthening Social Media Regulation and Policy Frameworks: Policymakers should develop clear and effective regulations to combat political misinformation, hate speech, and online manipulation. Social media platforms should also implement stricter content moderation policies to ensure that political discussions remain factual, transparent, and non-manipulative.
- Leveraging Social Media for Civic Education: Political stakeholders, including the Independent National Electoral Commission (INEC) and civil society organizations, should actively use social media to educate youths on the electoral process, voting rights, and political participation. Engaging and interactive content can be used to increase voter awareness and encourage participation in future elections.
- Bridging the Digital Divide: Efforts should be made to expand internet accessibility, particularly in rural areas, to ensure that all youths have equal opportunities to engage in online political discussions. Government and private sector investments in digital infrastructure can help bridge the gap and promote inclusive political participation.
- Encouraging Responsible Political Engagement: Political parties and candidates should use social media responsibly by focusing on issue-based campaigns rather than propaganda or divisive rhetoric. Promoting transparency, accountability, and youth-focused political messaging can foster greater trust in the democratic process and encourage more meaningful participation among young voters.
Suggestions for Further Research
Future studies should explore the long-term impact of social media on political participation across different age groups and regions, particularly in rural communities with limited digital access. Comparative research between urban and rural youth could reveal disparities in political engagement due to the digital divide. Additionally, future research could investigate the effectiveness of digital literacy programs in combating misinformation and enhancing critical political thinking. Studies focusing on the role of emerging platforms like TikTok in political activism and the influence of algorithmic content curation on political polarization would also provide deeper insights into the evolving dynamics of digital political participation.
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