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PERCEPTION OF UNIVERSITY UNDERGRADUATES ON THE EFFECTIVENESS OF SOCIAL MEDIA IN GUBERNATORIAL ELECTIONS

CHAPTER ONE

INTRODUCTION

BACKGROUND OF THE STUDY

In the ever-evolving landscape of modern politics, the role of social media has become increasingly prominent, influencing the way information is disseminated, opinions are formed, and political decisions are made. Gubernatorial elections, being a critical component of the democratic process, are not exempt from this transformative wave. This study delves into the intricate web of perceptions held by university undergraduates regarding the effectiveness of social media in shaping their understanding and involvement in gubernatorial elections.

The contemporary political arena has undergone a paradigm shift, with social media platforms emerging as powerful tools for political communication and engagement. University undergraduates, as a demographic characterized by their digital nativism and social media immersion, serve as an interesting cohort to explore in understanding the impact of these platforms on political discourse. This research seeks to unravel the nuanced perspectives of this group, examining how social media shapes their perception of gubernatorial elections.

As we navigate through this exploration, it is crucial to acknowledge the multifaceted nature of social media. Platforms such as Facebook, Twitter, Instagram, and Snapchat serve as virtual spaces where information is not only shared but also curated, amplified, and sometimes distorted. The immediacy and reach of these platforms provide a unique lens through which university undergraduates observe and engage with the political sphere. Thus, this study aims to uncover the diverse ways in which social media influences their perception of gubernatorial elections.

The significance of understanding the dynamics between university undergraduates and social media in the context of elections lies in its potential implications for the democratic process. As this demographic represents the future voting bloc, their opinions and behaviors can shape the political landscape for years to come. Moreover, examining their perceptions can shed light on the broader societal implications of the digital age on political participation and civic engagement.

To provide a comprehensive analysis, this research employs a qualitative approach, utilizing in-depth interviews and focus group discussions to capture the rich tapestry of opinions among university undergraduates. By doing so, we aim to move beyond mere quantitative metrics and delve into the subjective experiences and interpretations that underlie their perceptions of social media's effectiveness in gubernatorial elections.

As we embark on this exploration, it is essential to recognize the potential biases and challenges inherent in studying perceptions. Social media, being a dynamic and evolving phenomenon, presents a moving target for analysis. Moreover, individual perspectives may be influenced by a myriad of factors, including socio-economic background, geographic location, and political affiliations. Thus, our research aims to navigate these complexities, providing a nuanced understanding of the interplay between social media and the perceptions of university undergraduates in the context of gubernatorial elections.

In the subsequent sections, we will delve into the literature that contextualizes our study, exploring the existing body of research on social media's impact on political engagement and the specific dynamics of gubernatorial 

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