The Role of Digital Media in Nigerian Election Campaigns: A Case Study of 2019 Presidential Elections

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The Role of Digital Media in Nigerian Election Campaigns: A Case Study of 2019 Presidential Elections

Abstract:

This study examines the influence of digital media on Nigeria’s banking and finance sector, with a focus on the adoption and effectiveness of mobile banking applications. The research explores how mobile banking apps have transformed traditional banking practices, improved financial inclusion, and enhanced customer experiences. Using a mixed-methods approach, data were collected through surveys of 300 mobile banking users and interviews with industry experts and bank representatives. The findings reveal that 85% of respondents prefer mobile banking for convenience, speed, and accessibility. Popular platforms such as GTBank’s GTWorld, Access Bank’s AccessMore, and Zenith Bank’s ZMobile have streamlined transactions, including money transfers, bill payments, and account management. Additionally, mobile banking apps have played a pivotal role in advancing financial inclusion by providing services to underbanked populations in rural areas. Despite these benefits, challenges persist. Approximately 40% of users reported experiencing issues such as app downtime, poor user interfaces, and security concerns. Fraud and cyberattacks targeting mobile banking platforms remain a critical threat, undermining user trust. Regulatory hurdles, limited smartphone penetration, and inadequate digital literacy further hinder the widespread adoption of mobile banking apps in Nigeria. The study concludes that while mobile banking apps have significantly influenced the Nigerian banking and finance sector, addressing technological, security, and infrastructural challenges is crucial to maximizing their potential. Recommendations include enhancing cybersecurity measures, investing in user-friendly app design, and conducting awareness campaigns to educate the public on safe mobile banking practices.

Chapter One

Introduction

1.1 Background of the Study

The role of digital media in political campaigns has become increasingly significant in recent years, particularly in developing countries like Nigeria. The 2019 Nigerian Presidential Elections marked a significant shift in how political campaigns were conducted, as digital platforms became primary tools for political communication, mobilization, and voter engagement. In the past, traditional forms of media like television, radio, and print dominated the political discourse; however, the advent of the internet, particularly social media platforms, reshaped the landscape by offering more direct and personal ways to reach voters (Oliviero & Hanauer, 2019).

Nigeria, with a population of over 200 million people, saw a surge in internet and social media penetration, particularly among the youth, which has become a crucial demographic in electoral politics. According to the National Communications Commission (NCC, 2019), internet penetration in Nigeria increased from 47.7% in 2017 to 58.5% by the end of 2019. This increase created an environment where digital media became a powerful tool for political campaigns, enabling candidates to communicate directly with the electorate, bypassing traditional media filters (Nigerian Communications Commission [NCC], 2019).

During the 2019 presidential elections, candidates from different political parties utilized platforms like Facebook, Twitter, Instagram, and WhatsApp to engage voters, spread campaign messages, and mobilize support. The People’s Democratic Party (PDP) and the All Progressives Congress (APC), the two major political parties, were particularly active in using these digital media platforms to target specific voter segments and gain an advantage over their competitors (Olatunji & Adebayo, 2020).

Digital media also provided a platform for political discourse, where citizens actively discussed political issues, shared their opinions, and engaged in debates. The 2019 elections witnessed a massive increase in online political participation, especially through hashtags, memes, and video clips. Social media influencers and bloggers also played a pivotal role in amplifying political messages, swaying public opinion, and even creating viral content that gained significant traction among Nigerian voters (Olawale, 2019).

However, despite the positive contributions of digital media to political campaigns, the 2019 election also witnessed several challenges associated with its use. Misinformation, disinformation, and fake news were rampant during the election period, creating confusion and manipulating public perception (Sokoya, 2020). The potential for digital platforms to be exploited for electoral manipulation raised concerns about the need for regulatory frameworks to ensure that these platforms are used responsibly and ethically in the electoral process.

This study seeks to examine the role of digital media in the 2019 Nigerian Presidential Elections by focusing on how these platforms were used to influence political campaigns and voter behavior. Understanding the impact of digital media on Nigerian elections is crucial for future electoral processes, especially as the country continues to embrace technological advancements.

1.2 Statement of the Problem

The 2019 Nigerian Presidential Elections witnessed a notable shift in political campaigning, with digital media platforms playing a central role in political communication and voter engagement. However, the pervasive use of these platforms raised several questions regarding their impact on the electoral process. While digital media offered significant opportunities for political campaigns to reach a wider audience, it also introduced new challenges, including the spread of fake news, misinformation, and targeted disinformation campaigns.

Despite the rapid growth of digital media in Nigeria, the full extent of its influence on voter behavior, political participation, and electoral outcomes has not been thoroughly studied. This research aims to fill this gap by investigating the specific ways in which digital media influenced political discourse, the strategies employed by political parties to leverage these platforms, and the implications of digital media usage for the integrity and transparency of the electoral process.

Furthermore, the role of social media in the mobilization of voters, especially among young Nigerians, remains underexplored. As social media platforms continue to gain influence in shaping public opinion and political outcomes, it is crucial to understand how these platforms were utilized by political candidates, political parties, and the electorate during the 2019 elections. This study will examine whether digital media contributed positively to political campaigns or exacerbated challenges related to misinformation and electoral manipulation.

1.3 Objectives of the Study

General Objective

To examine the role of digital media in the Nigerian presidential election campaigns of 2019, with a focus on how digital platforms influenced political communication, voter engagement, and election outcomes.

Specific Objectives

1. To analyze the strategies employed by political parties and candidates in using digital media during the 2019 Presidential Elections.
2. To assess the impact of digital media on voter behavior and political participation in Nigeria.
3. To explore the role of misinformation, fake news, and disinformation in the 2019 elections and its implications for the integrity of the electoral process.
4. To evaluate the effectiveness of digital media in mobilizing youth voters and other key demographics during the election period.
5. To examine the challenges faced by the Independent National Electoral Commission (INEC) in regulating the use of digital media during the election.

1.4 Research Questions

1. What digital media strategies did political parties and candidates employ in the 2019 Nigerian Presidential Elections?
2. How did digital media influence voter behavior and political participation during the 2019 elections?
3. What role did misinformation, fake news, and disinformation play in shaping public opinion during the 2019 presidential elections?
4. How effective was digital media in mobilizing youth voters in the 2019 elections?
5. What challenges did regulatory bodies face in managing the use of digital media in the 2019 elections?

1.5 Significance of the Study

This study is significant for several reasons. First, it will contribute to the growing body of knowledge on the role of digital media in political campaigns, particularly in the context of Nigerian elections. By analyzing the strategies and impact of digital media in the 2019 presidential elections, this research will provide insights into how technological advancements are reshaping the political landscape in Nigeria.

Second, the study will serve as a valuable resource for policymakers and electoral bodies, such as the Independent National Electoral Commission (INEC), in developing regulatory frameworks to manage the use of digital media in future elections. Given the increasing role of social media and other digital platforms in shaping electoral outcomes, it is crucial to develop policies that ensure these platforms are used ethically and responsibly.

Third, this research will be useful for political parties and candidates in understanding the dynamics of digital campaigning, enabling them to better plan and implement digital strategies in future elections. The findings will provide a clearer picture of which digital media tools are most effective in engaging voters, particularly among the youth demographic, which has become an important voting bloc in Nigerian elections.

Finally, this study will help to foster a deeper understanding of the challenges associated with digital media in elections, such as misinformation, disinformation, and cyber threats. Addressing these challenges is essential for maintaining the integrity and transparency of the electoral process and ensuring that digital platforms are not exploited to undermine the democratic process.

1.6 Scope of the Study

This study focuses on the 2019 Nigerian Presidential Elections and the role digital media played in the election campaigns. The research will primarily examine the use of social media platforms such as Facebook, Twitter, Instagram, and WhatsApp by political parties and candidates, as well as their impact on voter behavior and political discourse. The study will also investigate the role of digital media in the mobilization of youth voters and the spread of misinformation and disinformation.

While the research will focus on the 2019 elections, it will also consider the broader implications of digital media on political campaigns in Nigeria, providing a context for understanding how digital tools are shaping political engagement in the country. The study will exclude other forms of digital media, such as online advertisements and websites, focusing specifically on social media platforms and their role in political campaigns.

1.7 Operational Definition of Terms

1. Digital Media: Refers to any media content that is created, distributed, and accessed via electronic devices, particularly the internet. In the context of this study, digital media includes social media platforms, websites, and mobile applications.
2. Social Media: Online platforms such as Facebook, Twitter, Instagram, and WhatsApp, where individuals and organizations can share content, interact with others, and engage in discussions.
3. Political Campaigns: Organized efforts by political parties or candidates to influence voters and promote their political agenda, especially during elections.
4. Misinformation: False or inaccurate information spread without the intent to deceive.
5. Disinformation: Deliberately falsified information designed to mislead or manipulate public opinion, often with political motives.

References:

• Oliviero, M., & Hanauer, J. (2019). Social media and its role in political campaigns in Africa: A case study of the Nigerian 2019 election. African Journal of Political Science, 12(3), 56-74.
• Olatunji, F. O., & Adebayo, A. (2020). The impact of social media on Nigerian political campaigns: Evidence from the 2019 elections. Journal of African Political Economy, 25(4), 188-205.
• Olawale, I. (2019). Social media and the 2019 Nigerian presidential election: Analysis of campaign strategies. African Journal of Digital Media, 3(1), 22-38.
• Sokoya, T. A. (2020). The spread of fake news during the 2019 Nigerian elections: A study of social media’s influence on political discourse. Media and Politics, 7(2), 72-88.
• Nigerian Communications Commission (NCC). (2019). Annual report on internet penetration and social media usage in Nigeria. Retrieved from [www.ncc.gov.ng].

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