EXAMINATION OF POLITICAL CAMPAIGNS TARGETING VOTERS VIA SOCIAL NETWORK SITE AND HOW IT AFFECTS VOTERS’ PREFERENCE (A CASE STUDY OF BIDA, NIGER STATE)

EXAMINATION OF POLITICAL CAMPAIGNS TARGETING VOTERS VIA SOCIAL NETWORK SITE AND HOW IT AFFECTS VOTERS’ PREFERENCE (A CASE STUDY OF BIDA, NIGER STATE)

ABSTRACT

The use of social networking sites utilization in politics is obviously continued to grow in recent times. Since Barack Obama broke the world record in the history of social networks use for political purpose during the 2008 US presidential elections, many nations and politicians across the globe have continued to embrace the platform to mobilize their citizens and shape candidates preference on candidate and towards active participation in the political process. This study examines the impact of social networking sites on voters’ preference on the 2015 presidential elections. The study was anchored on the agenda setting theory that shows that information posted on social networking sites plays a vital role in shaping people’s perception on topics. The survey research method was used to generate data for this research work. Findings show that social networking sites play a vital role on voters’ preference. The study recommended that political parties should utilize the social networking sites in the subsequent elections in Nigeria and see it as an avenue to generate more votes

1.0  CHAPTER ONE

1.1       Introduction

The advert of internet and technology has exposed majority of the global population to different interactive platforms on which different type of information is exchanged which might significantly have effect on human behavior, decision and judgment. No doubt, one of the most remarkable developments in the last century is the internet. This information super-high way has continued to revolutionalize the way and manner information is shared in countries and across international boundaries. Recent development in the world of information captured by Bawa (2009:7) states that:   Communication has completely been revlutionaized. Today, communication as we know it is becoming more and more wireless. Communication between people across the world is now instant and comes across several platforms. Whether it is on social networking sites: Youtube, Facebook, Instagrams, blogs, twitter or through voice over protocols, the facts remains that the internet and its features has completely changed and continues to change the communication landscape forever.  Baran (2009) supported the above assertion and opined that it is not an overstatement to say that the internet often referred to as the worldwide web, has changed the world, not to mention the other mass medias. Agbo (2015) added that in addition to being a powerful communication media, the internet is at the center of virtually all media convergence we see around.

EXAMINATION OF POLITICAL CAMPAIGNS TARGETING VOTERS VIA SOCIAL NETWORK SITE AND HOW IT AFFECTS VOTERS’ PREFERENCE (A CASE STUDY OF BIDA, NIGER STATE)