AN ASSESSMENT ON THE IMPACT OF SOCIAL MEDIA PROMOTING THE OBEDIENT MOVEMENT TREND DURING THE 2023 ELECTION.

CHAPTER ONE

INTRODUCTION

1.1 Background of the study

Citizens of many backgrounds and democratic advocates worldwide have consistently shown that democracy is a universally embraced principle, representing a collective aspiration among individuals in contemporary society. The use of social media platforms such as Twitter, Facebook, and Instagram, among others, has significantly contributed to the effectiveness of political campaigns on a global scale (Okoro et al., 2019). The media plays a crucial role in facilitating the monitoring function of the electorate and enabling voters to make informed decisions about the political parties and candidates they choose to endorse or cast their votes for (Nwamara & Etumnu, 2022). To enhance the administration and implementation of elections, election management organisations worldwide have used several innovative solutions, few of which have attained recognition as exemplary practises. According to Adamu-Alhassan (2018), many electoral reforms have been adopted, including the adoption of more inclusive and transparent procedures, professionalisation of the organisation, revisions to the legal framework, and upgrades to relations with external stakeholders. Information and Communication Technologies (ICTs) have played a significant role in facilitating the democratic process in many parts of Nigeria, instilling a renewed sense of hope for societal and political change inside the nation. Assibong and Oshanisi (2018) claim that despite the increasing integration of technology into voting processes in Nigeria and other nations, particularly seen in the just finished 2023 elections, the possibility of mistakes occurring throughout Nigerian elections persists. The advent of social media has given rise to a novel kind of political process and campaign, necessitating candidates to possess proficiency in social media strategy to effectively engage with the audience and yield mutual advantages for both the candidates and society at large. The potential for increased access to online information does not guarantee a corresponding increase in educational attainment, since the prevalence of misinformation and disinformation on social media platforms is a significant challenge. Moreover, the dissemination of deceptive content might permeate other media channels, further complicating the situation. In actuality, the situation has intensified ethnic and religious cleavages in Nigeria, causing confusion among the general public, particularly during electoral periods characterised by the widespread circulation of disinformation, which entails the deliberate publication of factual information with the intention to do harm. The Obedient movement is a social media campaign aimed at raising awareness on several media platforms for the political aspirations of Peter Obi, the Labour Party's presidential candidate in the upcoming 2023 Nigeria election. Peter Obi emerged as the youngest and now most popular contender in the electoral competition. Based on data provided by Nigeria's Independent National Electoral Commission (INEC), it is seen that a significant majority, namely 71%, of individuals who successfully completed their voter registration fell between the age bracket of 18 to 34 years. This finding suggests a strong inclination among young Nigerians towards ushering in a new era and signifies their intention to actively participate in the forthcoming electoral processes (Chukwurah, 2022). The "Obidient" movement, as it has been often referred as, is primarily driven by a cohort of young persons who exhibit a notable inclination towards independence, assertiveness, and a critical attitude towards established politicians whom they see as having failed to address their needs and concerns. The "Obidient" movement exhibits a lack of a distinct leader and operates in a decentralised manner, relying on community-based finance. The initiative is orchestrated by several small-scale groups with the objective of subverting the existing establishment. The youth demographic in Nigeria has initiated the practise of holding peace marches and conducting online campaigns, with a particular emphasis on the social media site Twitter. These efforts use Obi as a means to vocalise their hopes and frustrations. The research is therefore aimed at assessing the impact of social media in promoting the obedient movement trend during the 2023 election.

1.2 Statement of the problem

The 2023 general election in Nigeria was expected to see a heightened intensity in the conduct of online campaigning. It was expected that there will be an escalation of attacks on social media platforms with the aim of boosting some candidates, condemning their opponents, and weakening the Independent National Electoral Commission (INEC). These attacks are predicted to occur both before to and throughout the voting process, and may even persist after the vote has taken place. According to Shadrach and Apuke (2020), the next Nigerian election in 2023 was anticipated to have a significant influence on the political landscape of the country. Within this particular context, there exists a grassroots group often referred to as the "Obidient Movement." This organisation has garnered considerable attention due to its efforts in advocating for government accountability, transparency, and active public participation. This movement, facilitated by the use of Twitter, demonstrates the platform's wide reach and effectiveness in disseminating political campaign messaging. According to Gambo (2021), social media platforms such as Twitter have evolved into influential instruments for shaping public sentiment, distributing information, and facilitating collective endeavours. On the social media platform Twitter, the use of movements and hashtags has the potential to exert influence on narratives, draw attention to certain subjects, and enhance the visibility of marginalised voices that might otherwise remain unheard. In addition, they have the potential to foster discourse, engage with those in positions of authority, and rally support for diverse objectives.  Hence, the need to assess the impact of social media in promoting the obedient movement trend during the 2023 election

1.3 Objective of the study

The broad objective of the study is to assess the impact of social media in promoting the obidient movement trend during the 2023 election. The specific obectives is as follows

i.                    Examine the motives behind the emergence of the Obidient Movement in Nigeria's 2023 election.

ii.                  Find out the extent to which social media was utilized in promoting obidient movement during the 2023 general elections.

iii.                Find out the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections.

1.4 Research questions

The following questions have been prepared for the study

i.          What was the motives behind the emergence of the Obidient Movement in Nigeria's 2023 election?

ii.        What is the extent to which social media was utilized in promoting obidient movement during the 2023 general elections?

iii.      What is the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections?

1.5 Significance of the study

The study is significant to public office holders in Nigeria as they will be exposed to the potentials of social media in creating awareness and mobilizing people toward their aspiration to occupy a political position.

The study will be beneficial to the owners of this social media network site, as the study will suggest possible ways of improving on the quality of information published on the site, the study will be useful to researchers who intends to embark on a study in a similar topic, as the study will serve as a reference point.

1.6       Scope of the study

The study focuses on the impact of social media in promoting the obidient movement trend during the 2023 election. Hence, the study will examine the motives behind the emergence of the Obidient Movement in Nigeria's 2023 election, find out the extent to which social media was utilized in promoting obidient movement during the 2023 general elections and find out the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections. Hence, the study is delimited to Lagos State.

1.7       Limitations of the study

Like in every human endeavour, the researchers encountered slight constraints while carrying out the study. Insufficient funds tend to impede the efficiency of the researcher in sourcing for the relevant materials, literature, or information and in the process of data collection (internet, questionnaire, and interview), which is why the researcher resorted to a moderate choice of sample size. More so, the researcher will simultaneously engage in this study with other academic work. As a result, the amount of time spent on research will be reduced.

1.8       Definition of terms

social media: a collective term for websites and applications that focus on communication, community-based input, interaction, content-sharing and collaboration.

Obidient movement: The Obidient movement organised massive nationwide rallies prior to the political campaign window to raise awareness and increase political education. The movement constituted itself into a powerful political force that raised the stakes dramatically through its campaign for democratic change

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