EFFECT OF SOCIAL MEDIA ON NIGERIA VOTING BEHAVIOUR: A CASE STUDY OF SELECTED VOTERS IN ILORIN EAST LOCAL GOVERNMENT AREA IN KWARA STATE

Abstract

The strategy used by the Barak Obama, as one of the former Presidents of United State of America and his campaign team in 2008 election has reveal how the social media can penetrate and play a decisive role in the outcome of an election. The study examines “effects of social media on Nigerian voting behaviour: A study of selected voters in Ilorin east local government area of kwara state”. The 21st century political parties and politicians in Ilorin east local government now regarded social media as a viable tool in winning the heart of the voters during the electioneering processes to the extent of disclosing their social media handles to their party supporters during the campaign. The objectives of the study were to (i) to examine the impact of social media on the voters behaviour in Ilorin east; (ii) to examine which of the social media platform has influenced the residents of Ilorin east voting behaviour ; (iii) to ascertain the extent at which other factors influenced voters behaviour in Ilorin east local government. The research methodology adopted was the survey method. Two hundred and four (204) was used as the sample size based on the population obtained via Taro Yamane formula. A simple sampling technique was used while the Questionnaires were distributed after validity to collect relevant data and analyzed with statistical method indicating frequencies and percentages. The Media System Dependency theory and Gratification theory were adopted as appropriate theories for the study. Findings from the study revealed that social media campaign influenced voter’s behaviour in Ilorin east local government and political posters also have impact on voting behaviour of the affected community.The study observes that social media has influenced the voting behaviors of the residents of Ilorin east local government through various aspects, such as sensitization, political education, campaign, voting monitoring and counting etc. Finally, the study therefore recommends that Independent National Electoral Commission should not relent on usage of social media in propagating voting education in a bit to enlighten the electorates because most of them are already familiar with it and the party leaders should always embrace usage of social media for accountability and democratic culture.