International Journal of Advanced Academic Research | ISSN: 2488-9849

Vol. 9, Issue 7 (July, 2023) | www.ijaar.org

THE INFLUENCE OF SOCIAL MEDIA ON POLITICAL

COMMUNICATION: A CASE STUDY OF NIGERIA'S 2023
GENERAL ELECTIONS IN OMU-ARAN

Ojo Joseph IseOlorunkanmi

Department of Political Science and International Relations
Landmark University, Nigeria
ORCID 0000-0003-2662-2900
[email protected]

Alex Femi Olanrewaju

Department of Political Science and International Relations
Landmark University, Nigeria
ORCID 0000-0003-1933-1443
[email protected]

Joshua Oluwaseun Oduola

Covenant University, Nigeria
[email protected]
ORCID0000-0002-9732-4129

Henry C. Nweke-Love
Department of Political Science and International Relations
Landmark University, Omu-Aran
ORCID: 0000-0002-9428-3691
[email protected]

Edoro Emmanuella Kodi

Department of Political Science and International Relations
Landmark University, Omu-Aran
[email protected]

Ibukun C. Akinojo
Dept of Political Science & International Relations
Landmark University, Nigeria
ORCID: 0009-0004-2638-7263
[email protected]

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Published 21/07/2023
IseOlorunkanmi, O.J., Olanrewaju, A.F., Oduola, J.O., Nweke-Love, H.C., Kodi, E.E., Akinojo, I.C. (2023).
The Influence of Social Media on Political Communication: A Case Study of Nigeria's 2023 General Elections
in Omu-Aran. International Journal of Advanced Academic Research, 9(7), 31-46.
 International Journal of Advanced Academic Research | ISSN: 2488-9849
Vol. 9, Issue 7 (July, 2023) | www.ijaar.org

Abstract

This study explores the influence of social media on political communication during Nigeria's
2023 general elections, with a specific focus on Omu Aran, a town in Kwara State known for
its active political engagement and diverse social media usage. The objective of this study is
to analyze the impact of social media on political communication in Omu Aran during the
elections. The study investigates the role of social media in shaping public opinion, voter
mobilization, and candidate campaigns. It also conducts a case study of Omu Aran's political
communication landscape and examines the benefits and drawbacks of social media in
political communication. The study is situated within the framework of the Agenda-setting
theory and the voting behavior theory. The Agenda-setting theory emphasizes the media's
ability to convey the significance of news items to the public, influencing the public agenda.
The research methodology involved the use of both secondary and primary sources of data,
including online sources, articles, journals, textbooks, and administered questionnaires to the
target participants. The study reveals that voter education programs facilitated by the media
have contributed to increased election literacy, improved voter turnout, and reduced invalid
ballots. The media's presence during the entire electoral process acts as a deterrent to
fraudulent activities. The findings of the study have implications for political communication
in Nigeria. Political parties and candidates need to strategically utilize social media
platforms to shape public opinion and mobilize voters. However, challenges such as the
spread of misinformation and online manipulation should be addressed through media
literacy promotion and measures to combat misinformation. Recommendations for future
research and policy considerations include exploring the impact of social media algorithms
on political communication, developing guidelines and regulations for responsible social
media use, and further studying the role of local media and community radio stations in
political communication. Addressing challenges such as misinformation and online
manipulation and further exploring the role of local media can strengthen Nigeria's
democratic processes and ensure credible and transparent elections.

Keywords: Political communication, Social media, Nigeria 2023 elections, Media influence.

INTRODUCTION

Political communication plays a crucial role in shaping the outcomes of elections, and in
recent years, the influence of social media on political discourse has become increasingly
significant. This essay focuses on the influence of social media in Nigeria's 2023 general
elections, specifically examining the case of Omu Aran, Nigeria. Omu Aran is a vibrant town
in Kwara State known for its active political engagement and diverse social media usage. By
exploring the impact of social media on political communication in this context, we can gain
insights into broader trends and implications for democratic processes in Nigeria.

Nigeria, as the most populous country in Africa, has a history of complex and competitive
general elections. These elections not only shape the country's political landscape but also
have significant implications for socio-economic development, governance, and public
policy. With the rise of social media platforms, such as Facebook, Twitter, and Instagram,
political communication has witnessed a paradigm shift, creating new opportunities and
challenges for political actors and voters alike. (Adeagbo, Ewuola, Lawal, & Awofadeju,
2019).

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The media as used in this context refers to a variety of mediums or channels that are used in
an organized fashion to disseminate information to large audiences as a public service. The
media is critical to the development of a nation. The media is commonly regarded as a form
of communication capable of simultaneously delivering consistent messages to a wide range
of audiences. The advancement of the internet and technology has greatly increased the
number of people exposed to various interactive platforms where a diverse and wide range of
information is exchanged, potentially having a significant impact on human behaviour,
decision-making, and judgement. Social media are new information networks and
information technology that facilitate the development and maintenance of interpersonal
relationships by utilizing interactive and user-generated content. The dissemination of
information to the electorate by the media before, during, and after the electioneering period
has a significant impact on the diverse audience.

Elections are fundamentally a means for eligible citizens to choose who will represent them
in government. The procedures governing this voting or selection can occasionally run
smoothly and flawlessly, but more often than not, they cause a series of unthinkable crises
that result in fighting, the burning of homes, cars, and numerous other valuable possessions,
and, most importantly, the killing of one another. In such a situation, the media, as the fourth
estate of the realm, is expected not only to provide accurate and reliable information about
everything but also to fulfil their fundamental social duty of creating an ideal society that is
peaceful for all citizens, because development can only succeed in a peaceful society.

Historical Context of Nigeria's General Elections

Nigeria's general elections have played a crucial role in shaping the country's political
landscape and democratic progress. Since gaining independence in 1960, Nigeria has
experienced periods of military rule, political instability, and democratic transitions. The
electoral process has been instrumental in determining the country's leadership and
governance (Adeagbo, et al, 2019).

Nigeria's transition to democracy in 1999 marked a significant turning point in the country's
political history. It ended over three decades of military rule and ushered in a democratic era.
The general elections held every four years serve as a critical mechanism for citizens to elect
their representatives, including the President, members of the National Assembly, and state
governors. The 2023 general elections hold immense significance for Nigeria's democratic
trajectory and socio-economic development. The elections determine the country's political
leadership for the next four years and shape the policies and direction of the nation (Attia, et
al., 2021). The 2023 elections come at a crucial time when Nigeria faces various challenges,
including security concerns, economic instability, and social tensions. As noted by Kuru
(2019), elections provide an opportunity for the electorate to express their aspirations, voice
their concerns, and choose leaders who can address these pressing issues effectively.

Moreover, the 2023 elections tested the resilience and credibility of Nigeria's democratic
institutions. The successful conduct of free, fair, and transparent elections is crucial for
building public trust in the electoral process and ensuring the legitimacy of elected officials.
As emphasized by Momoh (2019), the 2023 elections were a litmus test for Nigeria's
democratic consolidation and can shape the country's future political landscape.

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Political Communication in Nigeria and the Digital Era

The emergence of the digital era has revolutionized political communication in Nigeria,
introducing new opportunities and challenges (Odubote, 2014). The evolution of political
communication in the digital era encompasses the following: a) Rise of Social Media: Social
media platforms, such as Facebook, Twitter, and Instagram, have gained significant
popularity in Nigeria. These platforms offer politicians and citizens an interactive space to
engage in political discussions, share information, and mobilize support. According to the
Nigerian Communications Commission (NCC) report, as of 2021, Nigeria had over 100
million internet users, with a significant portion engaging in social media activities (NCC,
2021). The increasing use of social media platforms for political communication has had a
profound impact on election campaigns and citizen engagement; b) Online Political
Campaigns: Candidates now utilize websites, blogs, and social media accounts to disseminate
campaign messages, share policy positions, and interact with voters. Online campaign
advertisements and targeted messaging have become prevalent. The influence of digital
communication on elections in Nigeria can be seen in the 2015 and 2019 general elections,
where social media played a crucial role in mobilizing and engaging voters (Oso &
Olayiwola, 2020). These elections witnessed an increase in online political engagement, with
candidates leveraging social media platforms to reach a broader audience; c) Citizen
Journalism and Online Activism: Digital platforms have empowered citizens to become
active participants in political communication. Citizen journalists and online activists use
social media to raise awareness, share news, and voice their opinions. The impact of digital
communication on political activism in Nigeria is evident in movements such as the
#EndSARS protests in 2020, where social media platforms served as a catalyst for
mobilization and advocacy (Sotunde, 2021). These digital spaces provide opportunities for
citizens to express their political views, participate in public discourse, and hold elected
officials accountable; d) Real-time Information Dissemination: The digital era enables the
rapid dissemination of political information and news updates, allowing citizens to stay
informed about political developments in real time. Social media platforms facilitate the
sharing of news articles, videos, and live broadcasts, creating a more dynamic and accessible
information ecosystem. The impact of digital communication on political engagement in
Nigeria is supported by research conducted by Pew Research Center, which found that a
significant portion of Nigerian social media users rely on these platforms for news
consumption (Pew Research Center, 2021); e) Data Analytics and Targeted Messaging:
Political campaigns employ data analytics to understand voter preferences and tailor their
messaging accordingly. This personalized approach aims to maximize the impact of political
communication efforts.

Social Media Platforms and their Popularity in Nigeria

Social media platforms have become an integral part of people's lives worldwide, including
Nigeria. These platforms, such as Facebook, Twitter, Instagram, and WhatsApp, provide
users with the ability to create and share content, connect with others, and engage in
discussions. In Nigeria, social media has gained significant popularity due to its widespread
accessibility and affordability. According to the Nigerian Communications Commission
(NCC) report, as of 2021, Nigeria had over 100 million internet users, with a significant
portion engaging in social media activities (NCC, 2021). The rise of affordable smartphones
and improved internet connectivity has contributed to the increased adoption of social media
platforms across the country. Social media platforms have had a transformative impact on
political communication in Nigeria. They have become powerful tools for political actors to
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disseminate information, engage with citizens, mobilize support, and shape public opinion.
Odubote (2014) observed that the role of social media in political communication can be
examined through various dimensions: a) Information Dissemination: Social media platforms
enable political actors to share information, news updates, policy positions, and campaign
messages with a wide audience. Political parties and candidates utilize social media to
communicate directly with their supporters and reach out to undecided voters; b) Citizen
Engagement: Social media allows citizens to actively participate in political discussions,
express their opinions, and engage in debates. It provides an avenue for citizens to interact
with political leaders, ask questions, and provide feedback; c) Amplification of Voices:
Social media platforms amplify the voices of individuals and groups who may have limited
access to traditional media channels. It provides marginalized communities and grassroots
movements with a platform to raise awareness, advocate for their rights, and mobilize
support; d) Real-time Feedback: Social media facilitates real-time feedback and dialogue
between political actors and citizens. Political campaigns can gauge public sentiment, address
concerns, and adjust their strategies based on the feedback received; e) Campaign
Mobilization: Social media platforms have become essential for mobilizing support during
political campaigns. Candidates and parties use social media to organize events, coordinate
volunteers, and encourage supporters to actively participate in campaign activities.

Political Landscape in Omu Aran, Nigeria

Omu Aran, a town in Kwara State, Nigeria, is known for its vibrant political engagement and
diverse social fabric. The town has witnessed significant political developments and has
become a microcosm of the broader Nigerian political landscape. According to Ojo (2015),
Omu Aran has a multi-ethnic and multi-religious population, reflecting the diversity present
in Nigeria as a whole. The political landscape in Omu Aran is characterized by active
participation from various political parties, grassroots organizations, and interest groups.
Local politicians engage in robust political campaigns to secure support from the electorate.

Social media platforms have gained popularity among the residents of Omu Aran, serving as
a means of communication, information sharing, and political engagement. A study by
Adegbola (2020) found that a significant portion of the town's population actively uses social
media for political discussions, following candidates' campaigns, and expressing their
political opinions.

The political landscape in Omu Aran reflects the broader dynamics of Nigerian politics, with
issues of governance, social justice, and development at the forefront. The town's residents
are actively involved in political activities, both online and offline, and are crucial
stakeholders in Nigeria's democratic processes.

Objectives of the research

The primary objective of this essay is to analyze the influence of social media on political
communication during Nigeria's 2023 general elections in Omu Aran. The specific objectives
are as follows:

1. To investigate the role of social media in political communication, considering its

impact on public opinion, voter mobilization, and candidate campaigns.

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2. To conduct a case study of Omu Aran, focusing on its political communication

landscape and the role of social media in shaping the outcomes of the 2023 general
elections.
3. To analyze the benefits and drawbacks of social media in political communication,
and to provide recommendations for policymakers, political actors, and researchers on
harnessing the potential of social media while mitigating its negative impacts in future
electoral processes.

THEORETICAL FRAMEWORK
This study is situated within the Agenda-setting theory and the voting behaviour theory. The
concept of agenda-setting arose from the idea that the mass media could convey the
significance of items on their news agenda and transmit it to the public agenda. This
argument demonstrates that the mass media do have a role to play during political campaigns,
and this role is critical because of their dynamic position in the relationship between the
political class and the electorate, which puts them in a leading position to decide the course of
the campaign as well as shape and influence what the general public is thinking about
promoting the role of the media in setting the agenda. Understanding the main points of the
agenda-setting theory reinforces the notion that the media cannot afford to be biased in its
function. When certain media outlets choose to favour one candidate or political party over
another, or unfairly give that candidate or political party more space and columns (in print
media), these media outlets provide a lopsided view of things over time, and their patronage
in terms of viewership or readers suffer as a result (Folarin, 2005).

Research methodology

This research work used both secondary and primary sources of data. Secondary data for this
research work were obtained from online sources, articles, journals, and textbooks. The
primary data were sourced from the administered questionnaires to the target participants.
The population of this study was the three main electoral wards in Omu-Aran, Kwara State,
Nigeria. The three wards are Aran, Ihaye, and Ifaja.

The research instrument that was used in this study for gathering data was a questionnaire.
This is because the questionnaire is a technique that helped to collect data that was used to
ascertain facts about opinions, beliefs, attitudes, ideas, practices and other demographic
information of samples. The Questionnaire was generated from each of the research
questions. The instrument was divided into two sections. The first section features filter
questions, as well as questions developed using a 5-point Likert scale from 1= strongly agree
to 5 strongly disagree and the second section covered demographic variables. By employing a
comprehensive research approach, this essay aims to provide a nuanced understanding of the
influence of social media on political communication in Nigeria's 2023 general elections in
Omu Aran. Through this analysis, we can gain valuable insights into the evolving dynamics
of political communication and contribute to the broader discourse on democratic processes
and social media's role in shaping them.

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S/N Ward Population

1 Aran 6000
2 Ihaye 4350
3 Ifaja 8000
Total 18350
Table: 1 Population of the Study

Ward Population Percentage % No

Ihaye 6000 33 % 129

Aran 4350 24 % 94
Ifaja 8000 43 % 168

Total 18350 100 % 391

Table 2 Sample size and sampling technique

S/N Ward Respondents Demographic Variables No. %

1 Ihaye Male 75
Female 54 Total 129 33 %
2 Aran Male 55
Female 39 Total 94 24 %
3 Ifaja Male 97
Female 71 Total 168 43%
TOTAL 391
Table 3 Demographic characteristics of respondents
From the above table, it was observed that out of 391 respondents. 227 representing 58%
were males while 164 representing 42% were females. It could be deduced from the table that
the number of males studied out-number their female counterparts.

The impact of the electoral sensitizations campaign through the media on the success of
the 2023 General Election in Omu-Aran
Data towards answering research question one are presented in the table below to show the
impact of the electoral sensitization campaigns through the media on the success of the 2023
general elections in Omu Aran.

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Table 4: Response to RQ1

S/N Questions Res. (No.) % Res. (No.)% Res. (No.)% Res. (No.) Total
%
1 Did you YES (391) 100 NO (0) (391)
participate in 100
the 2019
general
elections
2 Rate the Satisfying (231) 59 Okay (140) 36 undecided (12) So Dis. (8) (391)
electoral 3 app 2 100
process
3 Information S. Agree (223) Agree (43)11 Undecided (74) disagree (51) (391)
on the media 57 19 13 100
(voters
Education) i.e
Election time
table, the
election
process, and
electoral rules
contributed to
the success of
the election

4 Media S. Agree (305) 78 Agree (66) Undecided (16) disagree (4) (391)
sensitization 17 4 1 100
prevents
electoral
fraud
5 How was H. (199) Motiv (106) Undecided (27) Slightly. (43) (391)
media motivating 51 ating 27 7 M 11 100
sensitization Not. M (16)
instrumental 4
to your
participation
in the 2023
general
election?

It shows that 391 respondents participated in the 2023 General elections. This suggests that
all the respondents are eligible electorates and performed their civic responsibility during the
election. Concerning the Likert scale question; "Rate the electoral process”. 371 (95%)
respondents were satisfied, while 8 (2%) of the respondents were satisfied with the electoral
process. Concerning the Likert scale statement; "voters education” 223 (57%) strongly
agreed, 43 (11%) agreed, 74 (19%) were undecided, and 51 (13%) disagreed. Hence, a total
of 68% of the population agreed that voters' education through the media has played a part in
the success of the election. In response to another Likert scale statement; ―Media sensitization
prevents electoral fraud”, 305 (78%) strongly agreed, 66 (17) agreed, 16 made up of (4%)
were undecided, while 4(1%) disagreed. Concerning the last statement; "How was media
sensitization instrumental to your participation in the 2023 general election”, 199 (51%) of
the respondents were highly motivated, 106 (27%) were motivated, 27 (7%) were undecided,
43 (11%) were slightly motivated, while 16 (4%) were not motivated at all.
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Thus, from the forgoing findings, it could be deduced that the majority of the respondents
were motivated to participate in the process of the election due to the reliable information
made available to them through different platforms of media. The participation of the
electorate goes to a length to solidify the success of any election, when an election witnessed
a low turnout of voters it was a successful one.
Influence of Media campaign on the success of political parties and their candidate in
the 2023 general election?
The researcher will rely on the respondent's views on the subject matter in answering this
question. With the help of a table and bar chart that shows the participant's notion about the
role played by corruption.
Response to RQ2
Table 5:
S/N Questions Res. (No.)% Res. (No.) Res. (No.) Res. (No.)% Total
% %
1 Do you have YES (391) NO (0) (391)
a social 100 0 100
media
account
2 How did gain Newspaper (4) 1 Television (8) 2 Social (375) Radio (4) (391)
information Media 96 1 100
about the
parties and
candidates
during the
2023
election?
3 Media create S. Agree (305) Agree (66) Undecided (16) disagree (4) (391)
a bridge 78 17 4 1 100
between
parties/
candidates
and the
electorates
4 Information S. Agree (262) Agree (102) Undecided (4) disagree (23) (391)
in social 67 26 1 6 100
media about a
party or
candidate
influences
your notion
about the
party or
candidate

From the result presented in the table above, it was evident that 391 respondent which made
up of 100% of the respondents has a social media account, where they receive update and
news about recent happenings. Concerning the question; " How did gain information about
the parties and candidates during the 2023 election”. While 4 (1%) of the respondents heard
via Newspaper, 8 (2) via television, but 375 (96%) of the respondent heard about various

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candidates and their parties via social media while 2 (1%) were informed by the radio. This
result affirms that the majority of respondents heard about both parties and candidates in the
media. Concerning the Likert scale statement; " Media create a bridge between
parties/candidate and the electorates” 305 (78%) strongly agreed, 66 (17%) agreed, 16 (4%)
were undecided, while 4 (1%) disagreed. Hence, a total of 95% of the respondent agreed that
the media serve as a bridge connecting the party and its candidate to the electorate.
Concerning the statement; "Information in the social media a party or candidate influences
your notion about the party or candidate", 265 (67%) strongly agreed, while 102 (26%)
agreed, 4 of the respondents made up of (1%) were on the fence on this, while 23 (6%)
disagreed
Thus, from the forgoing findings, it could be deduced that the majority of the respondents
gained knowledge about candidates and their parties through the media, video clips of
politicians and their parties making audacious promises flooded the internet in preparation for
elections. Also, it was due to the internet and social media platforms that the party faithful
organize a rally for their candidates and were able to gather participants.
The role did the media play in the transparency and fairness of the 2023 general
election in Omu-Aran?
Table 6:
S/N Questions Res. (No.) Res. (No.) Res. (No.)% Res. (No.)% Total
% %
1. Rate the Satisfying (231) okay (140) Undecided (12) So Dis. (8) (391)
Media 59 36 3 app 2 100
coverage of
the entire
elections.
2. Media S. Agree (223) Agree (43) Undecided (74) disagree (51) (391)
coverage of 57 11 19 13 100
the entire
election helps
protect the
sanctity of
the process
3. Media S. Agree (305) Agree (66) Undecided (16) disagree (4) (391)
coverage 78 17 4 1 100
discourages
electoral
fraud
4. How was Motivating (199) Motivating (106) Undecided (27) Slightly. (43) 11 (391)
media 51 27 7 M (16) 4 100
coverage of Not.M
the entire
election
process
instrumental
to your
participation
in the 2023
general
election

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Concerning the Likert scale question; "Rate the media coverage of the entire election”. 371
(95%) respondents were satisfied, while 8 (2%) of the respondents were satisfied with the
media coverage. Concerning the Likert scale statement; "media coverage, protecting the
sanctity of the process” 223 (57%) strongly agreed, 43 (11%) agreed, 74 (19%) were
undecided, and 51 (13%) disagreed. Hence, a total of 68% of the population agreed that when
there is adequate media presence the sanctity of the election is protected. In response to
another Likert scale statement; "Media coverage discourages electoral fraud”, 305 (78%)
strongly agreed, 66 (17) agreed, 16 made up of (4%) were undecided, while 4(1%) disagreed.
For the last statement; "How was media coverage of the entire election process instrumental
to your participation in the 2023 general election”, 199(51%) of the respondents were highly
motivated, 106 (27%) were motivated, 27 (7%) were undecided, 43 (11%) were slightly
motivated, while 16 (4%) were not motivated at all.

DISCUSSIONS
The study looked into the impact of media campaign messages on the success of the 2023
general election in Omu Aran. The discussion of study findings would help place the study in
context, particularly to existing studies. The study's research question one finding asserts that
residents are aware of the important role the media plays during elections. Regarding research
question one, the respondent understands the media's influence on voter education. Voter
education is a platform created by the media in which voters are constantly briefed on how to
vote when to arrive at the voting venue, and voting requirements. A good voting education
contributes immensely to the success of an election. The goal of the voter education program
is to better enlighten residents about elections and other aspects of the political process. It is a
voter sensitization process that has a favourable impact on voter turnout and reduces the
number of invalid ballots in elections, particularly in nations with a substantial proportion of
illiterate voters (Alhassan, 2018). According to Independent National Electoral Commission,
Voter education consists of the following; information on how to vote, registration of voters,
voter registration status, and a guide for transfer of registered voters, rights, and
responsibilities of the voter. Civic and voter education are a major mandate of INEC, and the
primary goal of its voter education program is to increase election literacy among the voting
population. In terms of its mandate, the Commission's strategic goal has been to create an
informed and practical citizenry capable of making informed decisions (Orji, 2015).
With the use of television broadcasts, community radio stations, and newspapers, among
other things, voter education and public awareness contributed to the success of Nigerian
elections. Voter education taught voters how to use a card reader, which was introduced in
the 2015 election. Radio communication was efficiently utilized to provide voter education
messages to individuals on the ground. This is because, in comparison to other forms of
communication, radio can reach both literate and illiterate segments of the rural population. It
also prevents Electoral Fraud because the media provides full coverage of the voting process;
coverage of the entire process ensures the credibility of the voting process; while it may not
protect the sanctity in areas where the election was marred by violence and disruptions,
coverage of the entire process confirms the election result obtained from such area.
Electoral fraud is defined as any illegal interference with the electoral process that obstructs
the people's will (Casimir et al., 2013). Other types of political elite fraud include 1)
influencing election results through vote counts; 2) increasing the number of votes cast for
the preferred candidate; and 3) decreasing the vote share of opposing candidates or parties. In
Nigeria's political and democratic history, election fraud has taken on new dimensions,
including underage voting, mass voting by unregistered residents, and other issues. Snatching
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ballot boxes to be stuffed with thumb-printed votes for party candidates, switching results
before or after collation to favour ruling party candidates, intimidation at the polls using
private militant gangs or even state security, scaring genuine registered voters away from
voting in opposing party polling booths Except in cases where violence was used to
destabilise the process, the presence of the media prevents all of these obscurities from
occurring.
In response to the second research question, respondents believe it influences voter
behaviour. Voter turnout influences both the electoral process and the outcome. The main
reason for political campaigns is to ensure free, fair, and credible elections. Political
campaigns must strive to persuade voters to support the political philosophy preached by the
campaign. Voting is a fundamental principle of the democratic system of government, and
political and election participation in democratic societies has grown dramatically. This
narrows the definition of voting; thus, voting in this capacity refers to aggregating individual
preferences into a collective decision in an election, as well as the action of formally
indicating one's choice of candidate or political party at an election.
Even though the media is not an electoral entity or the electorate, it has influenced people's
perceptions of the election process. It brought to the residents' attention issues such as voting
and making their votes count, as well as who to vote for and why they should vote. The
significance of media trust cannot be overstated. The only way for the general public to be
properly informed about the activities is for them to participate in the political system, and
when this happens, having a free, fair, and trustworthy election becomes nearly impossible.
Because of the role of the media in the democratic environment in terms of disseminating
information, entertaining, and educating the general public, the institution is the primary limb
through which politicians attempted to obtain their optimal number of supporters, which
could also be the critical significant number required to win an election. Thus, the
relationship between politics and the media can be seen through the eyes of a politician
looking to win an election. Politicians work hard throughout the process to maintain the full
attention and interest of their supporters and the general public through the media. This logic
may have to be extended to media institutions, particularly the owners, because the primary
interest of media, particularly the more commercially oriented ones, is to stay in business and
make good profits; mass media organizations are not, by any stretch of the imagination,
charitable organizations. The only constraint here is that an organization with a financial
stake must also be aware of and appreciate the ethics of the society in which it operates, and
should be able to reflect those principles and more as and when it engages in commercial
relationships with politicians. The same warning should be issued to politicians. In other
words, the politician must recognize that society's ultimate priority is always harmony, which
requires that the battle for power against other political candidates not be used as a license for
wrongdoing, lawlessness, national instability, and chaos.
A deep dive into the media's responsibility during the 2023 Presidential Elections reveals that
all stakeholders—politicians, media organizations, and their owners—completely ignored not
only the cardinal principle of journalistic practice but also a conspicuous battering of social
solidarity and harmony. For example, flagrant lies were spread by the media and politicians
for as long as it was expected to score a big political point. Before we proceed to identify the
obvious flaws in political campaigns and the electoral process, it is critical to emphasize that
the primary motivation for gaining political power is not personal gain, but rather the larger
goal of providing services and adding value to the existential natures of the people who may
have given the political leadership the mandate.
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The 2023 Presidential Election was one of the most hotly contested in Nigerian presidential
election history, dating back to the colonial and post-independence periods. Tensions,
accusations and counter-accusations, heated campaigning, blame-shifting between the
government and major opposition parties, and other issues characterized the elections.
In response to the third and final study question, respondents praise the role of media in terms
of media coverage and live broadcasts. The participant emphasizes the importance of live
broadcasting the event to ensure the fairness of the process. Election results are significant
because they determine which of the candidates running for office will eventually hold public
office. The general public believes that once the voting process is completed, the Resident
Electoral Officers and the Chair of the Electoral Commission will aggregate the votes cast,
compute the results, and announce the election results. According to experience, the best
place to rig an election is at the post-voting collation centres (Oboh, 2016).

CONCLUSION
The study on Omu Aran's political communication landscape during the 2023 general
elections revealed several important findings. Firstly, it was found that the media plays a
crucial role in voter education and awareness, influencing voter behavior and shaping public
opinion. The voter education program, facilitated by the media, significantly contributed to
the success of the elections by providing information on voting procedures, registration, and
voter rights and responsibilities. Voter education programs have been effective in increasing
election literacy and improving voter turnout, particularly in areas with a significant
proportion of illiterate voters. Secondly, the study highlighted the role of the media in
preventing electoral fraud. Through full coverage of the voting process, the media ensures the
credibility of the elections, discouraging irregularities such as ballot box snatching and result
manipulation. The presence of the media during the entire electoral process acts as a deterrent
to fraudulent activities, contributing to the transparency and integrity of the elections.
Thirdly, the influence of the media on voter behavior was evident in Omu Aran. Political
campaigns utilized the media to persuade voters, disseminate political messages, and create
awareness about the importance of voting. The media played a crucial role in shaping
residents' perceptions of the election process, informing them about candidates, issues at
stake, and the significance of their votes. Trust in the media was identified as a crucial factor
in ensuring informed decision-making and promoting free, fair, and trustworthy elections.

Research Implications
The findings of the study have significant implications for political communication in
Nigeria. The increasing influence of social media platforms in shaping public opinion and
mobilizing voters highlights the need for political parties and candidates to strategically
utilize these platforms. Social media provides an avenue for direct interaction with voters,
enabling political actors to disseminate their messages, engage with constituents, and build
support. However, the study also revealed challenges and controversies surrounding social
media use in elections. The spread of misinformation, fake news, and online manipulation
poses risks to the credibility of the electoral process. Efforts must be made to ensure
responsible use of social media platforms, promote digital literacy among voters, and
implement measures to combat misinformation and disinformation.

Recommendations
Based on the findings of the study, several recommendations for future research and policy
considerations can be made. Firstly, further research is needed to explore the impact of social
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media algorithms and personalized content on political communication. Understanding how

these algorithms shape the information individuals receive and the potential impact on their
decision-making processes is crucial. Secondly, policymakers should consider developing
guidelines and regulations to address the challenges posed by social media in elections. This
includes promoting media literacy, encouraging responsible social media use, and
establishing mechanisms to address misinformation and disinformation. Additionally, it is
essential to conduct more in-depth research on the role of local media and community radio
stations in political communication. These platforms often have a more direct and influential
connection with local populations, and their impact on voter behavior should be further
explored. In conclusion, the study highlighted the significant role of the media, particularly
social media, in shaping political communication during Nigeria's 2023 general elections.
The media played a crucial role in voter education, preventing electoral fraud, and
influencing voter behavior. However, challenges such as misinformation and online
manipulation need to be addressed. Future research and policy considerations should focus on
understanding the impact of social media algorithms, promoting responsible social media use,
and exploring the role of local media in political communication. By addressing these issues,
Nigeria can strengthen its democratic processes and ensure the credibility and transparency of
its elections.

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