The Social Media and Voters’ Participation: A Case Study of Nigeria

ABSTRACT

This study assesses the impact the media on the changing nature of voters’ apathy: a case study of Nigeria. This study adopted the mixed-method survey of qualitative and quantitative design. Each state chosen from the research region i.e the south-south geo political zone of Nigeria (Edo state, Cross Rivers, and Rivers states) had 400 respondents surveyed by clustering and proportional sampling methods of which 320 fully filled questionnaires were returned. The data was analyzed using standard statistical methods, including frequency distribution tables, percentages, and cumulative frequency. The empirical findings showed that the majority of Nigerians on social media platforms merely gave lip service and did not actually vote in the presidential election of 2015. While many Nigerians may follow political candidates on social media, it is unlikely that they would actually voted for such individuals. The report further supported the necessity for the electoral commission to develop new voting procedures that would enable Nigerians to cast ballots from the convenience of their homes. The study also revealed that the majority of eligible voters believed that voting was a waste of time and that they only registered because of the significance of voters' identification cards. Furthermore, the study found that political sensitization resources from parties, traditional leaders, and religious leaders pique the interest of eligible Nigerians in actively participating in politics. These conclusions led to the recommendations that the Independent National Electoral Commission (INEC), the Department of State Security, the Nigerian Press Council, and the Broadcasting Organization of Nigeria (BON) work together to monitor the electioneering campaigns of candidates from dif erent political parties to make sure they don't use hate speech and to penalize media outlets that violate the rules and code of conduct of the Broadcasting and press institute. Finally, the Independent National Electoral Commission (INEC), politicians, the media, and the government should collaborate on voter mobilization since it is a critical countermeasure to voter apathy. More political parties should be encouraged by INEC to establish a prominent online presence.