| Abstract: |
Background: The 2023 general elections in Nigeria marked a significant milestone in the country's democratic journey. The elections were characterised by intense political campaigns, with various candidates and parties leveraging social media platforms to reach voters. The #Obidatti campaign, which supported the presidential bid of Peter Obi and his running mate, Yusuf Datti Baba-Ahmed, was particularly notable for its online presence and engagement. The campaign's strategic use of social media platforms, hashtags, and influencer marketing helped to mobilise support and generate buzz among young voters and Nigerians in the diaspora. Nasarawa State and the Federal Capital Territory (FCT), Abuja, were critical battlegrounds in the 2023 elections, with a significant number of voters and a high level of political engagement. The #Obidatti campaign's online activities were particularly visible in these areas, raising questions about the impact of online political campaigns on voter behaviour.
Objective: This study evaluated the impact of the #Obidatti online political campaign on voter behaviour during the 2023 general elections in Nasarawa State and FCT, Abuja.
Method: The study employed descriptive survey research design to execute the study by drawing a population of 400 respondents from FCT and Nasarawa State.
Results: Findings show that 67% of respondents attributed heightened electoral involvement to the #Obidatti movement, while 83% deemed it effective in garnering support for the Labour Party's presidential candidate. Social media platforms like WhatsApp (78%), Facebook (89%), and Twitter (62%) emerged as critical tools for disseminating campaign content and sparking political interactions among youths. The study also identified some challenges. A total of 97% identified hate speech, flagged tribal/religious tensions, and misinformation as pervasive issues. Grounded in Technological Determinism and Uses and Gratification Theory, the analysis underscores social media's dual role as a catalyst for democratic participation and a vector for divisive rhetoric.
Unique Contribution: The study was able to provide insights to understanding the transformative potential and pitfalls of digital political campaigns in emerging democracies like Nigeria.
Recommendation: The study recommends regulatory frameworks to mitigate risks, digital literacy programmes to combat misinformation, and inclusive strategies to engage underrepresented demographics. |
