Project – Examining the intersection of social media and political mobilisation in Area council election in FCT.

CHAPTER ONE

INTRODUCTION

• Background to the Study

In recent years, the role of social media in political mobilization has garnered significant attention from both scholars and practitioners. The 2022 Area Council elections in the Federal Capital Territory (FCT), particularly the Municipal Area Council (MAC), provided a unique context to study how digital platforms impact local electoral dynamics. Scholars such as Tufekci (2017) argue that social media functions as a democratizing tool by enabling grassroots political engagement, allowing candidates and parties to bypass traditional media gatekeepers. This has implications for how local elections are conducted and how voters engage with political campaigns. In the context of the 2022 MAC elections, social media served as an arena for political campaigns, allowing candidates to reach a broader audience with fewer resources compared to traditional campaigning methods (Koch & Hall, 2019).

The role of social media in electioneering is multifaceted, encompassing both the mobilization of supporters and the dissemination of political messages. According to Loader et al. (2014), social media platforms like Facebook, Twitter, and WhatsApp enable political actors to interact directly with the electorate, bypassing traditional media intermediaries. This was evident in the 2022 MAC elections where candidates utilized social media platforms to engage with voters, particularly the youth demographic, which is highly active online (Akinyemi & Olorunsola, 2021). This shift in communication channels is not without its challenges, including issues of misinformation, online harassment, and the digital divide, which have implications for the fairness and transparency of the election process (Graham et al., 2020).

The 2022 MAC election also highlights the role of social media in political mobilization among the youth, who are more likely to be exposed to digital campaigning strategies. As noted by Boulianne (2015), social media platforms serve as a space for political expression and participation, providing young people with opportunities to engage with political discourse in ways that traditional media cannot. In the 2022 MAC election, political parties and candidates tailored their messages to resonate with young voters by focusing on issues such as employment, education, and infrastructural development, leveraging social media to facilitate discussions and foster greater political engagement (Okeke, 2022). These platforms were particularly crucial in mobilizing support and organizing rallies, particularly in a city like Abuja where a significant proportion of the population is youth-driven.

However, while social media facilitated greater political engagement, it also created challenges in terms of information reliability and the spread of misinformation. Scholars have noted that the rapid spread of fake news and unverified content on social media platforms can significantly shape public opinion and even influence election outcomes (Francesco, 2020). This was especially pertinent during the 2022 MAC elections, where political candidates and their supporters used social media to spread campaign materials, sometimes blurring the line between fact and fiction. According to Wardle and Derakhshan (2017), misinformation poses a significant risk to democratic processes, as voters may base their decisions on inaccurate or manipulated information, thus undermining the integrity of the election.

Furthermore, the intersection of social media and political mobilization in the 2022 MAC elections also brought attention to the role of online communities in shaping political discourse. The use of WhatsApp groups, Facebook pages, and Twitter hashtags allowed voters to engage in discussions, share opinions, and organize events with minimal barriers to entry (Srinivasan, 2021). This participatory nature of social media is critical in fostering a sense of political efficacy, as users feel empowered to contribute to conversations that influence the electoral process. In the case of the 2022 MAC elections, these digital platforms provided spaces for informal debates and collective action, thus amplifying the voices of marginalized groups who might otherwise have been excluded from traditional political forums (Tucker et al., 2018).

In conclusion, the role of social media in political mobilization during the 2022 Area Council elections in the Federal Capital Territory, particularly in the Municipal Area Council, underscores both the opportunities and challenges that digital platforms bring to the electoral process. While social media has the potential to enhance political engagement, especially among the youth, it also poses significant risks related to misinformation, unequal access, and the manipulation of public opinion. Further research is needed to explore how these dynamics evolve in subsequent elections, particularly with the increasing influence of digital media in shaping political behavior. Understanding the intersection of social media and political mobilization will be crucial for ensuring fairer, more transparent electoral practices in the future.

1.2. Statement of the Problem

The intersection of social media and political mobilization in Nigeria, especially during local elections, is an emerging area of interest that has yet to be sufficiently explored, particularly in the context of the 2022 Area Council elections in the Federal Capital Territory (FCT). In these elections, social media played a pivotal role in shaping political discourse, mobilizing voters, and influencing the behavior of political candidates and political parties. However, while there is an increasing reliance on digital platforms for political engagement, little is understood about the specific ways social media platforms were utilized in the Municipal Area Council (MAC) elections, how effective they were in mobilizing voters, and the challenges they introduced to the electoral process. This research seeks to fill this gap by investigating the role of social media in the political mobilization of the 2022 MAC election in FCT.

A critical problem is that the potential of social media to promote democratic participation and enhance voter engagement in Nigerian elections has not been fully realized. Despite the widespread use of platforms like Facebook, Twitter, and WhatsApp, there remains a lack of comprehensive studies that link social media activity to tangible political outcomes in the context of local elections, especially in smaller councils like the Municipal Area Council. As a result, the degree to which social media can effectively influence voter turnout, political allegiance, and election results is not clearly understood. This is particularly significant given the growing role of social media in political campaigns, where parties and candidates now rely on digital strategies to supplement traditional campaigning efforts.

Another key issue is the challenge of misinformation and the spread of false narratives via social media, which can distort the democratic process. In the 2022 MAC elections, rumors, fake news, and misleading political content circulated widely across various platforms, often targeting voters’ emotions and undermining informed decision-making. While the ability of social media to democratize information sharing is evident, its unchecked nature raises concerns about the quality and reliability of information. The ease with which misinformation spreads, coupled with the lack of effective regulatory frameworks, creates a problematic environment for electoral integrity. Consequently, the integrity of the 2022 MAC elections, and indeed future elections in Nigeria, may be compromised if these issues are not addressed.

Additionally, the problem of digital exclusion further complicates the impact of social media on political mobilization. While urban areas like Abuja, which includes the Municipal Area Council, have better access to the internet, there remains a significant digital divide in rural areas and among older populations, which limits the overall reach and inclusiveness of social media campaigns. In an election where the youth demographic is highly active on digital platforms, the exclusion of other segments of the population could skew the electoral process, favoring digitally-savvy groups while sidelining marginalized voters. This issue of unequal access to digital technologies calls into question the fairness of elections that increasingly rely on online platforms for political engagement.

The question of whether social media in the 2022 MAC elections served to empower citizens or further entrenched political inequalities also remains unresolved. Although digital platforms offer new opportunities for grassroots mobilization and political participation, they also create avenues for exploitation by political elites who can afford to harness sophisticated digital campaigning tools. These campaigns often target specific groups, using data analytics and micro-targeting to sway voters’ opinions. In such a context, the role of social media in promoting a level playing field in elections becomes questionable, as wealthier candidates may dominate digital spaces, effectively marginalizing smaller parties or independent candidates with fewer resources.

Lastly, there is a gap in understanding how social media shapes political behaviors and attitudes in the Nigerian context, particularly at the local government level. While much has been written about social media’s impact on national elections and political movements, studies examining its role in local elections such as the Municipal Area Council elections are sparse. The Municipal Area Council elections, with their localized scope, provide a valuable case study for exploring how social media alters voter engagement, party strategies, and candidate behaviors. This research aims to address these gaps by examining how social media intersected with political mobilization in the 2022 MAC elections and its broader implications for democratic participation in local Nigerian politics.

1.3. Aim and Objectives of the Study

The aim of the study is examining the intersection of social media and political mobilisation in 2022 Area council election in FCT. The specific objectives are:

1. To analyze the role of social media in political mobilization during the 2022 Area council election in FCT.
2. To identify the key social media platforms used for political engagement in the Municipal Area Council.
3. To assess the impact of social media on voter turnout and participation in the election.
4. To examine the strategies employed by political candidates and parties on social media for mobilization.

1.4. Research Questions

The research questions are buttressed below:

1. How does social media influence political mobilization during the 2022 Area council election in FCT?
2. What are the main social media platforms utilized for political engagement in the Municipal Area Council?
3. What is the effect of social media on voter turnout and participation in the election?
4. What strategies do political candidates and parties employ on social media for mobilization during the election?

1.5. Research Hypothesis

The hypothetical statement of the study is buttressed below:

Ho: Social media has no significant impact on voter turnout and participation in the election.

H1: Social media has significant impact on voter turnout and participation in the election

1.6. Significance of the Study

The significance of this study lies in its examination of the role social media played in political mobilization during the 2022 Area Council election in the Federal Capital Territory (FCT), particularly focusing on the Municipal Area Council (MAC). Social media has increasingly become a central tool for political engagement, allowing candidates and political parties to connect directly with voters, disseminate information, and mobilize support. The study contributes to a deeper understanding of how digital platforms are reshaping political participation, especially in regions where traditional forms of political communication, such as rallies and town hall meetings, may be less effective or accessible.

This research is important because it explores how social media can influence voter behavior and political engagement in a local context. The Municipal Area Council election provides a unique case study, as it focuses on a specific geographic region within the FCT that combines both urban and rural characteristics. This diversity offers valuable insights into how social media strategies are adapted to different demographics, including both urban dwellers who may have easy access to digital technology and rural voters who might rely on more traditional methods of political engagement. Understanding this dynamic is crucial for policymakers, political parties, and social media platforms themselves, as they navigate the complexities of engaging with varied voter populations.

Furthermore, this study sheds light on the changing landscape of political communication in Nigeria, where social media has emerged as a key battleground for political campaigns. With the proliferation of platforms like Facebook, Twitter, WhatsApp, and Instagram, candidates have been able to bypass traditional media and engage directly with voters. This direct communication channel has democratized political messaging, allowing smaller parties and independent candidates to mobilize supporters and increase visibility. By investigating the intersection of social media and political mobilization in the MAC election, the study highlights the potential for these platforms to reshape not only election outcomes but also the broader political discourse in the country.

Additionally, the study is significant because it evaluates the potential challenges and risks associated with the use of social media for political mobilization. While social media offers an unprecedented opportunity for engagement, it also brings forth concerns related to misinformation, cyberbullying, digital manipulation, and the spread of fake news. The 2022 Municipal Area Council election provides a timely opportunity to assess these challenges within the Nigerian context. By examining how political actors navigate these pitfalls and how voters critically engage with online content, the study offers insights into the ethical considerations and regulatory frameworks that might be necessary to mitigate the negative consequences of digital political campaigns.

Another key significance of the study lies in its contribution to the academic literature on electoral studies, media studies, and political communication in the African context. While much has been written about the role of social media in national elections, there is a gap in research focusing on local elections and the specific dynamics of urban and peri-urban regions like the Municipal Area Council. This study fills that gap by focusing on a smaller scale, offering nuanced insights into how social media can influence local political landscapes. Such knowledge is crucial for researchers, political analysts, and academics seeking to understand the evolving relationship between media technologies and political processes in developing democracies.

The findings of this study are significant for the future of Nigerian democracy and the development of political practices in the digital age. As social media continues to grow in influence, understanding its role in shaping political mobilization at all levels of government becomes essential for improving democratic processes and increasing voter participation. This study provides a basis for recommendations on how political actors, electoral commissions, and regulators can better harness the potential of social media while addressing its risks. Ultimately, the study aims to contribute to the ongoing dialogue about the future of political engagement in Nigeria and other similar contexts, emphasizing the need for responsible and inclusive use of digital platforms in elections.

1.7. Scope of the Study

The study examines the intersection of social media and political mobilisation in 2022 Area council election in FCT. A Case study of Municipal Area Council.

1.8. Operational Definition of Terms

1. Intersection: The term “intersection” refers to the point or condition where two or more elements, processes, or phenomena meet, overlap, or influence each other. In the context of this study, the “intersection” refers to the convergence of two distinct yet interconnected areas: social media and political mobilization. This suggests an exploration of how these two forces interact and influence the political landscape, particularly in the context of the 2022 Area Council election in the Municipal Area Council of the Federal Capital Territory.
2. Social Media: Social media refers to online platforms and tools that facilitate the creation, sharing, and exchange of user-generated content. These platforms allow individuals, groups, and organizations to communicate and interact with each other in real time. Examples of popular social media platforms include Facebook, Twitter, Instagram, and WhatsApp. In the context of political mobilization, social media is used as a tool for campaigning, organizing political movements, disseminating information, and engaging voters.
3. Political Mobilization: Political mobilization refers to the process of organizing individuals or groups to participate in political activities, such as elections, protests, or advocacy campaigns. It involves motivating people to engage with political processes, raise awareness about specific issues, or support particular candidates or parties. In the context of elections, political mobilization often involves rallying support for a candidate, increasing voter turnout, or fostering political participation through various means, including the use of traditional and digital media.
4. Area Council Election: An Area Council election refers to the election held in the local government areas (LGAs) in the Federal Capital Territory (FCT) of Nigeria. These elections determine the leadership of local councils, which are responsible for governance at the grassroots level. Area councils are similar to local government areas in other parts of the country, and they play a crucial role in administering services, implementing policies, and addressing the needs of communities. In this case, the study focuses on the election in the Municipal Area Council, one of the LGAs in Abuja, the capital city of Nigeria.

Project – Examining the intersection of social media and political mobilisation in Area council election in FCT.