Oluwabiyi, Temitope Ezra and Covenant University, Theses Masters (2024) PRESIDENTIAL CANDIDATES' SOCIAL MEDIA ENGAGEMENT IN THE 2023 GENERAL ELECTIONS IN NIGERIA: THE CASE OF X (FORMERLY TWITTER). Masters thesis, Covenant University.
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Abstract
This study examines the social media engagement techniques employed by presidential candidates during Nigeria's 2023 general elections, with a particular focus on the use of X (formerly Twitter) by Bola Ahmed Tinubu of the All-Progressives Congress (APC) and Atiku Abubakar of the People's Democratic Party (PDP). Given the increasing influence of social media on political campaigns, this study examines how both candidates leveraged X to convey their messages, engage voters, and shape the political discourse. The study uses a mixed-methods approach, combining content analysis of 464 tweets and thematic analysis of interviews with media advisers and political experts. This study is anchored on the Public Sphere Theory and Uses and Gratifications Theory, providing a lens through which social media's role as a medium for voter engagement and interaction is understood. The findings indicate that, although Atiku Abubakar tweeted more frequently (335) tweets in comparison to Tinubu's (129) tweets, Tinubu's tweets generated a higher average level of engagement. Tinubu's tweets received an average of (6132) likes, (1403) retweets, and (1339) replies, whereas Atiku's tweets garnered (2810) likes, (709) retweets, and (292) replies on average, suggesting that Tinubu's content resonated more with users. Further, analysis reveals that (69%) of Tinubu's tweets were focused on political themes, compared to (36.4%) of Atiku's, with Atiku addressing a wide range of topics, including social issues (10.7%) and personality (3.9%). The study recommends that future political campaigns should develop engaging and well-managed digital content tailored to voter preferences. Additionally, it suggests the need for implementing regulatory measures to combat misinformation and create a more transparent and trustworthy digital space for political discourse.
| Item Type: | Thesis (Masters) |
|---|---|
| Uncontrolled Keywords: | social media, Political Advertising, X (Twitter), Presidential Candidates |
| Subjects: | H Social Sciences > H Social Sciences (General) H Social Sciences > HE Transportation and Communications J Political Science > JA Political science (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Patricia Nwokealisi |
| Date Deposited: | 17 Oct 2024 15:32 |
| Last Modified: | 17 Oct 2024 15:32 |
| URI: | http://eprints.covenantuniversity.edu.ng/id/eprint/18522 |
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