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SOCIAL MEDIA AS AGENDA SETTERS IN THE 2015 GENERAL ELECTION IN NIGERIA

Abstract

The emergency and rising of social media otherwise known as citizen media in this digital era have revolutionalised the socio- economic and particularly political development of Nigeria. It offers platform for political debates, political campaign and political mobilization especially in the 2015 General Election in Obabra Local Government of Cross Rivers state. The research, therefore, examines Social Media as Agenda Setters in the 2015 General Election in Nigeria (A case of social media usage by electorate in Obubra). Cross-sectional survey research method was adopted in which data were collected among residents in Obubra L.G using the questionnaire as a data collection instrument. Two hundred (200) copies of questionnaires were distributed, out of which, one hundred and ninety two (192) copies were retrieved and analysed. Findings show that many of the respondents participated in the 2015 election while they also search and participated in political debate and discussions on social media before, during and after the election with many served as voters during the 2015 elections. It is also established that through social media, citizens in Obubra L. G set agenda on different political matters, demonstrated high online debates and supports for political parties of interest. In the same vein, social networking usage during the election was very high for the first time in Nigeria political history, no wonder many submitted that their participation in the election was as a result of the online discussion platform such as facebook and twitters. Similarly, lots of respondents were busy reading and commenting on political matters during the 2015 electioneering period. It was recommended that social media should be improved to enhance better public mobilization, sensitization and true democracy in Nigeria through citizen sensitization programmes rather than hate words, name calling and posting of unverified information or result during election.

CHAPTER ONE

INTRODUCTION

1.1    Background of the study

The media (print and electronic) in Nigeria especially the privately-owned ones have always been strong instruments of sensitization and mobilization of people towards democracy even in the dark days of brutal military dictatorship (Ajayi, 2007). However, their reach was limited by such factors as government intimidation and harassments, logistics, limited resources and their elitist ownership and control. But with the widening of the communication media space through improved technology, information dissemination and sensitization of people now have a widespread immediacy and more diligent follow up of events.  The 2011 general elections witnessed a remarkable use of social media as a political communication tool in Nigeria. Three major issues underline the tremendous use of social media tools during the 2011 elections. Firstly, the use of social media in Nigeria’s 2011 elections reflects a global trend towards “internet elections” or “e-electioneering” (Macnamara 2008). Around the world, rapidly expanding access to internet, increased availability of

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