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Okunade Joshua Kayode
Department of Mass Communication, Caleb University, Imota, Lagos, Nigeria

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Strategic Communication and Electoral Outcomes in Nigeria: Examining the Influence of New Media Campaigns on Voter Behaviour Okunade Joshua Kayode; Abdullahi Aliyu Maiwada; Mohammed Jibril Nasir; Joseph Ifeoluwa Joy
Polit Journal Scientific Journal of Politics Vol 6 No 2 (2026): Polit Journal: Scientific Journal of Politics, May
Publisher : Britain International for Academic Research (BIAR-Publisher)

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This study explores the role of strategic communication in Nigerian political campaigns, emphasizing the impact of new media and messaging strategies on electoral outcomes. This research aims to fill this gap by providing a comprehensive analysis of how strategic communication, facilitated by new media, influences political campaigns and electoral results in Nigeria. Two pertinent theories deployed for the study are the Agenda-Setting Theory and the Uses and Gratifications Theory. A questionnaire survey was administered to a diverse sample of Nigerian voters, yielding insights into demographic characteristics, primary sources of political information, and perceptions of strategic communication effectiveness. This study underscores the critical role of strategic communication in Nigerian political campaigns, particularly through digital platforms. The findings reveal that a well-educated and economically diverse electorate, predominantly middle-aged and self-employed, engages actively in political discourse. With social media emerging as the primary source of political information, platforms such as Instagram and Twitter have become pivotal in mobilizing and influencing voters, especially young adults. The study highlights that message consistency and clarity significantly impact voter behavior, reinforcing the effectiveness of emotional and issue-based messaging. It is recommended that political organizations and media houses should conduct digital literacy campaigns to help voters critically assess political information just as an increased interactivity on social media platforms can enhance direct engagement between political actors and the electorate. Policymakers should implement guidelines to curb misinformation and promote fact-based political communication. Social media platforms should collaborate with electoral bodies to prevent the spread of misleading political content.
Twitter, Political Communication, and Voter Behaviour in Nigeria Okunade Joshua Kayode; Abdullahi Aliyu Maiwada; Joseph Ifeoluwa Joy
Polit Journal Scientific Journal of Politics Vol 6 No 2 (2026): Polit Journal: Scientific Journal of Politics, May
Publisher : Britain International for Academic Research (BIAR-Publisher)

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Abstract

The emergence of social media has transformed political communication and electoral campaigns across democratic societies, providing political actors and citizens with new avenues for information dissemination, engagement, and participation. Specifically, the study investigated the role of Twitter in political communication, assessed its impact on voter decision-making and electoral participation, and explored public perceptions of media coverage during the election period. Guided by the Agenda-Setting Theory, the study adopted a qualitative research approach utilizing secondary data. The paper argues that Twitter emerged as a major source of political information for many voters, providing real-time updates, campaign messages, and political discussions. The study found that exposure to political content on Twitter significantly influenced voters' awareness of candidates, perceptions of political issues, and electoral choices. Participants also acknowledged the platform's capacity to enhance political engagement and participation, although concerns were raised regarding misinformation, political bias, and the credibility of some online content. Furthermore, the findings indicated that social media played a more prominent role in informing voters than some traditional media outlets during the election period. The study concludes that Twitter has become a critical instrument of political communication and electoral mobilization in Nigeria's evolving democratic landscape. While the platform contributes to political awareness and citizen participation, there is a need for greater media literacy, ethical journalism, and effective regulation of misinformation to strengthen democratic processes.