Impact of Media on the Citizenry During Political Campaigns in Nigeria: An Overview of Social Media Platforms

This paper explores the impact of social media on Nigerian citizens during political campaigns, focusing on the 2023 elections. Using the Uses and Gratifications Theory, the study examines how platforms such as Facebook, Twitter/X, WhatsApp, Instagram, and TikTok were utilized to mobilize voters and engage citizens politically. The research highlights the role of these platforms in enhancing political participation through direct communication, debates, and activism. However, it also identifies the significant negative impact of misinformation, particularly on WhatsApp, where rumours and fake news influenced voter behavior. Through qualitative observation, the study found that while social media fostered increased political engagement, misinformation posed a major challenge to credible electoral discourse. The study recommends enhancing media literacy and implementing stronger regulatory frameworks for social media platforms to ensure accurate political communication and mitigate the spread of false information.