AN INVESTIGATION OF FACEBOOK AND POLITICAL MOBILIZATION IN OYO STATE: A CASE STUDY OF 2023 GENERAL ELECTIONS IN AKINLEYE LOCAL GOVERNMENT

CHAPTER ONE

INTRODUCTION

Background of the study

As stated by Hot Mass Communication Topic (2023), newspapers, magazines, radio, and television were primarily used for political mobilisation, education, and involvement until a rather recent time. Within modern society, the emergence of the internet has led to the development of several modern mass communication tools, such as new and social media platforms (Hot Mass Communication Project Topics, 2023). The emergence of social media platforms has led to substantial changes in global communication paradigms (Erubami, 2020). In a modern environment marked by few chances to directly interact with political leaders, social media platforms have a substantial impact on shaping public opinion by enabling individuals to express their opinions and contribute to the development of a unified position. Erubami (2020) argues that the main factor influencing social media technologies is the unregulated and fast distribution of information, which has promoted personal liberty and strengthened the practice of humanity's fundamental right to freedom of speech and expression. Access to pertinent political information is widely acknowledged as crucial in a democratic society. Public access to precise, comprehensible, and comprehensive information empowers individuals to independently formulate their own reactions to political events and actively participate in the democratic process (Projectstore, 2022).  

Apuke and Tunca (2018) have presented empirical data suggesting that the engagement with social media platforms, particularly Facebook apps, has had a substantial impact on several fields including advertising, public relations, strategic communications, and political communication. According to theoretical literature, the extensive use of social media, especially in the context of politics, has the potential to yield beneficial outcomes on political engagement (Fountaine, 2017; David, et al., 2016; Ibenyenwa & Asogwa, 2022; as referenced in Apuke & Tunca, 2018). An expanding corpus of studies in recent years has shown a clear link between social media and election campaigns, as well as the political process. Apuke & Tunca (2018) argue that the emergence of social media platforms, such as Facebook, has led to the development of a new kind of political communication known as political digital campaigns. These campaigns need political candidates to have expertise in social media strategy in order to successfully interact with the voters and exert the desired impact on them and the wider community. The use of social media for political objectives has seen a significant increase in several African nations, Nigeria included, since the beginning of the 21st century. According to Okeke, Chinonye, and Obi (2016), the use of social media platforms, particularly Facebook, for political communication in Nigeria saw a substantial shift during the general elections of 2011. This transition was shaped by President Barrack Obama, who achieved the unique distinction of becoming the first African American president in the United States. Presidential candidate Obama tactically used Facebook as a means to ensure his success in the elections (Okeke, C. et al. 2016). According to Okeke et al. (2016), Nigerian elected officials are increasingly shifting their campaign tactics to online platforms, including social networking sites and other digital outlets. After acknowledging that successful campaigning needed more than just symbolic acts of kindness, political candidates started employing all available methods throughout the election time to enhance their support base (Okeke, C. et al. 2016). 

During the Nigerian general elections of 2023, prevalent social networking sites including as Facebook, Twitter, YouTube, and blogs were widely used. Given its participatory, interactive, and cost-effective features, social media has become an indispensable tool for political campaign planners in conducting election campaigns and other election-related activities, political engagement, and mobilisation, among other functions (Okeke, C. et al., 2016). Hence, the role of social media in galvanising political support is now well recognised (Okeke, C. et al. 2016, 2016). The use of social media in Nigerian elections has been shown. Compared to past preelection years, there has been a significant increase in the participation of social media activists in political mobilisations in 2022, with a minimum penetration rate of 45%. Significantly, Mr. Peter Obi has established himself as the leading contender on many social media sites. Obi, the Labour Party's chosen presidential candidate for the next 2023 elections, has attracted considerable visibility across many social media channels. Significantly, he has successfully implemented the slogan "Obidient," which has received favourable feedback from the mostly young voting population (Musliudeen, 2022, as referenced in Projectstore, 2022). Nations, groups, and people globally have used social media platforms to engage voters and increase public involvement in politics (Erubami, 2020). A comprehensive study conducted by Erubami (2020) has shown the ability of social media in Nigeria to effectively enable and augment political engagement. Throughout general elections, politicians, political parties, the Independent National Electoral Commission (INEC), and emerging political groups such as the Obidient Movement are often seen actively engaging with Nigerians using many social media channels. In addition to its general effectiveness in political campaigning, social media has been utilised as a tool to coordinate extremely influential social movements aimed against perceived governmental deficiencies. Exemplary cases include the Occupy Nigeria protest in reaction to the Nigerian government's removal of petrol subsidies in January 2012, together with the #BBOG (Bring Back our Girls) campaign coordinated on Twitter and other social media sites to increase public consciousness about the seemingly trivial problem of child soldiers.  The field of communication management has seen a profound change in many areas, such as social, economic, and political realms, as a result of the rise of social media as a substantial force that requires attention in all communication sectors. The aforementioned shift has resulted in substantial changes in every aspect of communication (Projectstore, 2022). During election campaigns, the significance of political communication has markedly escalated (Projectstore, 2022). The observed phenomena may be ascribed to the growing ubiquity of social media use with both the general populace and politicians. Therefore the researcher sought to investigate Facebook and political mobilization in oyo state: a case study of 2023 general elections in akinleye local government.

Statement of the problem

While several empirical studies have investigated the significance of social media in Nigerian politics and campaigning, there is a conspicuous absence of study on the prevailing public opinion on the often discussed benefits of social media for democracy and political participation. The cognitive process of perception, as proposed by Erumbami (2020), involves the organisation, analysis, and assignment of suitable meaning to the information that people come across. Previous study (Segard, 2015, as mentioned in Erumbami, 2020) has shown a discernible relationship between attitudes and technology use. Whether a phenomenon is evaluated, accepted, or rejected depends on the viewpoint from which it is seen. In recent years, social media platforms, particularly Facebook, have emerged as vital tools for modifying political information and mobilising followers during electoral processes. Nevertheless, the extent to which they impact political mobilisation in specific geographical contexts has not been thoroughly examined. A comprehensive understanding of the importance and impact of Facebook in facilitating political mobilisation, particularly in relation to local elections in Akinleye Local Government, Oyo State, is lacking. The growing ubiquity of social media platforms, such as Facebook, in Nigerian society requires a comprehensive analysis of their influence on political participation and mobilisation. This study should particularly concentrate on the processes by which these platforms influence voter attitudes, behaviours, and involvement and participation. The 2023 general elections in Nigeria saw significant shifts in the electoral dynamics, leading to an examination of how political players, interest groups, and people used Facebook to gather support, distribute information, and influence vote outcomes. Given the current digital divide, it is crucial to investigate whether Facebook-based political mobilisation strategies have an unequal effect on specific demographic groups in Nigerian society, so potentially exacerbating existing inequalities in political participation and representation. The extensive propagation of erroneous information and the potential for influencing public opinion on the Facebook platform raise concerns about the integrity of the electoral system. The absence of comprehensive regulatory frameworks in the field of online political communication poses substantial challenges in efficiently monitoring and addressing issues related to hate speech, incitement, and election fraud on widely used social media platforms like Facebook. An analysis of these regulatory barriers is crucial for the development of effective policy solutions that safeguard the integrity of democratic processes. Resolution of these concerns would improve understanding of the influence of Facebook on political mobilisation in the specific context of Akinleye Local Government during the 2023 general elections in Oyo State. Hence, the study invetigate Facebook and political mobilization in oyo state: a case study of 2023 general elections in Akinleye local government.

1.3 Objective of the study

The broad objective of the study is to investigate Facebook and political mobilization in oyo state: a case study of 2023 general elections in Akinleye local government. The specific objectives is as follows

Investigate the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State.

Explore the influence of Facebook on voter behavior during the 2023 general elections in Akinleye Local Government.

Analyze the impact of Facebook on voters decision-making processes during the 2023 general elections in Akinleye Local Government.

Explore the relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government.

1.4 Research Questions

The following questions have been prepared to guide the study

What is the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State?

What is the influence of Facebook on voter behavior during the 2023 general elections in Akinleye Local Government?

What is the impact of Facebook on voters decision-making processes during the 2023 general elections in Akinleye Local Government?

Is there a  relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government?

1.5 Significance of the study

The findings of the study will be significant to the following

Electoral Body: The study can offer valuable insights into the impact of social media, particularly Facebook, on electoral processes. Understanding how political actors leverage Facebook for mobilization in the context of elections can inform strategies for enhancing democratic participation and transparency in future electoral cycles.

Academia: the study will be beneficial to the academic community as it will contribute to the existing literature, add to library resources and serve as a guide to future researchers

1.6 Scope of the study

The study focuses on Facebook and political mobilization on oyo state: a case study of 2023 general elections in akinleye local government. Empirically,  the study will  investigate the extent to which Facebook was utilized as a platform for political mobilization during the 2023 general elections in Akinleye Local Government, Oyo State, explore the influence of Facebook on voter behavior during the 2023 general elections in Akinleye Local Government, analyze the impact of Facebook on voters decision-making processes during the 2023 general elections in Akinleye Local Government and explore the relationship between factors such as age and gender on Facebook usage for political engagement in Akinleye Local Government.

 Geographically, the study is delimited to Akinleye local government.

1.7 Limitation of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. The significant constraint are: 

Time: The researcher encountered time constraint as the researcher had to carry out this research along side other academic activities such as attending lectures and other educational activities required of her.

Finance: The researcher incurred more financial expenses in carrying out this study such as typesetting, printing, sourcing for relevant materials, literature, or information and in the data collection process.

Availability of Materials: The researcher encountered challenges in sourcing for literature in this study. The scarcity of literature on the subject due to the nature of the discourse was a limitation to this study.

1.8 Definition of terms

Facebook: Facebook is a social media platform founded by Mark Zuckerberg and his college roommates that allows users to create profiles, share content, connect with friends, join groups, and engage in various forms of online communication.

Political Mobilization: Political mobilization refers to the process of organizing and engaging individuals or groups of people to participate in political activities such as voting, campaigning, protests, or advocacy efforts, with the aim of influencing political outcomes or advancing specific political agendas.

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