Impact of social media on political communication: A comparative review of 2015, 2019 and 2023 election campaigns in Nigeria

Abstract

The study examined the impact of social media on political communication and electoral outcomes in Nigeria during the 2015, 2019, and 2023 elections. It highlighted how social media platforms have transformed traditional political engagement, enabling candidates to connect directly with voters and fostering real-time feedback. The findings reveal that social media played a crucial role in mobilizing voters, particularly youth, and shaping public opinion through interactive discourse. However, the rise of misinformation and political polarization emerged as significant challenges, undermining the integrity of the electoral process. The study emphasized that while social media has enhanced voter engagement and awareness, it has also facilitated the spread of misleading information that can distort perceptions and deepen societal divides. Recommendations include implementing digital literacy programs to educate voters about misinformation, establishing regulatory frameworks to combat fake news, and promoting transparency in online political communications. Overall, the research underscores the dual nature of social media as both a tool for democratization and a potential source of misinformation, necessitating ongoing efforts to harness its positive aspects while mitigating its risks.