SOCIAL MEDIA AND POLITICAL CAMPAIGN MOBILIZATION IN NIGERIA (A CASE STUDY OF 2023 GENERAL ELECTIONS IN OYO STATE)

Abstract This study examined the role of social media in political campaign mobilization during the 2023 general elections in Nigeria, with particular reference to Oyo State. The study was motivated by the increasing reliance on digital platforms such as Facebook, X (formerly Twitter), WhatsApp, Instagram, and TikTok by political parties, candidates, and voters for political communication, mobilization, and civic engagement. The objectives were to examine the influence of social media on political awareness, voter mobilization, political participation, and campaign effectiveness during the 2023 general elections. The study adopted the Public Sphere Theory as its theoretical framework. A descriptive survey research design was employed, while primary data were collected through structured questionnaires administered to respondents in Oyo State. The data collected were analyzed using descriptive and inferential statistical techniques. The findings revealed that social media significantly enhanced political awareness, increased political participation among youths, and served as an effective tool for campaign mobilization by enabling direct interaction between political actors and the electorate. The study also found that social media facilitated the rapid dissemination of political information and encouraged greater civic engagement. However, challenges such as the spread of misinformation, fake news, hate speech, and unequal access to digital technologies were identified as factors limiting the effectiveness of social media in promoting inclusive democratic participation. The study concluded that social media has become an indispensable instrument for political campaign mobilization and democratic engagement in Nigeria. It therefore recommended that electoral stakeholders should strengthen digital literacy programmes, promote responsible use of social media, implement effective mechanisms to curb misinformation, and improve internet accessibility to ensure broader and more inclusive political participation in future elections.