Influence Of Social Media On Choice Of Candidate In The 2015 Gubernatorial Election

The emergency and rising of social media otherwise known as citizen media in this digital era have revolutionalised the socio- economic and particularly political development of Nigeria. It offers platform for political debates, political campaign and political mobilization especially in the 2015 gubernatorial election in Kwara state. The research therefore examines the influence of social media on choice of candidate in the 2015 gubernatorial election (A case study of Kwara State). Cross sectional survey research method was adopted in which data were collected among residents in Ilorin Metropolis using questionnaire as a data collection instrument. Two hundred (200) copies of questionnaires were distributed, out of which, one hundred and ninety two (192) copies were retrieved and analysed.

Introduction

1.1 Background of the Study

The influence of new media technology in political communication across the globe cannot be overemphasized. In recent times, the social media are playing a dominant role in political mobilization, participation and electioneering campaigns in both developed and developing countries across the continent of the world. It is on record that since President Barrack Obama of the United State of America efficient use of the social media, there has been a growing use of new media technologies in facilitating political communication in contemporary times. Obama"s victory is largely attributed to the massive deployment of social media by his campaign organization which provided inspiration to other world leaders. For instance, President Goodluck Jonathan and other political candidates equally used the social media to execute their political campaign during the 2011 presidential elections. Throughout history, political campaigns have evolved around the advancing technologies that are available to political candidates. As technology develops, politicians are able to deploy them to facilitate the dissemination of their manifestos (Emruli & Baca, 2011 p. 155). In Nigeria, the 2011 general elections were the first litmus test of the use of social media by political parties, political candidates, and the civil society organizations. The election was historic in the sense that it was the first time ever that new media technologies like Facebook, Blogs, LinkedIn and other social networks facilitated political communication and participation in Nigeria (Dagona, Karick, & Abubakar, 2013, p.2). Thus, these new media technologies have redefined methods of political communication in contemporary times and thereby led to significant shift towards the utilization of these modern tools in the electoral process. This new paradigm shift has challenged previous methods used for political communication where television, radio and newspapers dominated coverage of political campaigns, and thus became the primary source of election-related information. However, today, the social media have become a major avenue where political parties and candidates connect with the electorate to share vital information about their policies, programmes and manifestos. Because of the ease, reach and speed associated with the social media, it has become a tool revolutionizing the field of political communication globally. On this background the researcher wants to investigate the influence of social media in choice of candidate in the 2015 guber election. A case study of Kwara state

1.2 Statement of the Problem

Nigeria held its general election in 2015 which provided an opportunity for voters to elect the candidate of their choice that would pilot the activities of the state for the next four years. Apart from the conventional media of communication like radio, television and the newspapers available to political candidates and major stakeholders in the electioneering process to communicate their messages to the electorate, the social media were massively deployed for the dissemination of political messages during the elections. It is an incontrovertible fact that new media technologies have become an integral tool of political communication on a global scale. The medium is gradually becoming a dependable tool in influencing and changing the opinions and behaviour of the public. Recognizing the huge benefits derived from the social media for political communication, Nigerian politicians have embraced and exploited it for political campaigns during the 2011 presidential elections. According to Facebook statistics (2010, p.2) "at least one million, seven hundred and fourteen Nigerians use the social media especially Facebook, with a good number of them being young". However, there is no comprehensive knowledge of how this "new form of media" can facilitate as well as impact on political communication in Nigeria.

1.3 Objective of the Study

The objectives of the study are;

To ascertain the influence of social media in choice of candidate in 2015 guber election

To ascertain the relationship between social media and the election

To determine the influence of social media on the voting pattern of the electorate during the 2015

1.4 Research Hypotheses

The hypotheses stated below are raised in order to actualize the objectives of this study.

Hypothesis One

HO: there is no influence of social media in choice of candidate in 2015 guber election

HI: there is influence of social media in choice of candidate in 2015 guber election

Hypothesis Two

HO: there is no relationship between social media and the election

HI: there is relationship between social media and the election

1.5 Significance of the Study

This study is very significant to students, politicians and the general public. The study will give a clear insight on the influence of social media in choice of candidate in the 2015 guber election. It will serve as a reference to other researchers that will embark on this topic

1.6 Scope and Limitation of the Study

The scope of the study covers influence of social media in choice of candidate in the 2015 guber election. This study is limited to Kwara state. The researcher encounters some constrain which limited the scope of the study;

a) Availability of Research Material:

The research material available to the researcher is insufficient, thereby limiting the study

b) Time:

The time frame allocated to the study does not enhance wider coverage as the researcher has to combine other academic activities and examinations with the study.

1.7 Definition of Terms

Social Media:

Social media interactive computer-mediated technologies that facilitate the creation and sharing of information, ideas, career interests and other forms of expression via virtual communities and networks

Choice:

Choice involves decision making. It can include judging the merits of multiple options and selecting one or more of them. One can make a choice between imagined options or between real options followed by the corresponding action

Candidate:

A candidate, or nominee, is the prospective recipient of an award or honor, or a person seeking or being considered for some kind of position; for example: to be elected to an office in this case a candidate selection procedure occurs

1.8 Organization of the Study

This research work is organized in five chapters, for easy understanding, as follows

Chapter one is concern with the introduction, which consist of the (overview, of the study), historical background, statement of problem, objectives of the study, research hypotheses, significance of the study, scope and limitation of the study, definition of terms and historical background of the study.

Chapter two highlights the theoretical framework on which the study is based, thus the review of related literature.

Chapter three deals on the research design and methodology adopted in the study.

Chapter four concentrate on the data collection and analysis and presentation of finding.

Chapter five gives summary, conclusion, and recommendations made of the study

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