Main Article Content
Abstract
This paper delves into the multifaceted effect of multimedia usage in Nigerian elections, exploring its role, challenges, and implications for democratic governance. This study relied on media effects theories, such as agenda setting, framing theory, and social influence theory, to analyse the impact of multimedia on voter perceptions, attitudes, and behaviour, as well as its role in shaping campaign strategies and fostering political engagement. Drawing upon a range of scholarly literature and empirical evidence, this study elucidated how multimedia, encompassing various platforms such as television, radio, newspapers, social media, and online platforms, has become integral parts to the electoral landscape in Nigeria. However, alongside its benefits, the proliferation of misinformation and fake news emerged as a significant challenge during elections, exacerbated by the decentralised nature of social media and the digital divide. Political polarisations, social divisions, and the manipulation of social media further complicated the electoral landscape, hindering constructive dialogue and undermining electoral integrity. Regulatory frameworks governing multimedia usage in elections were fragmented and inconsistent, necessitating comprehensive reforms to enhance transparency, accountability, and ethical standards. Addressing these challenges requires a multi-stakeholder approach involving government agencies, civil society organisations, media practitioners, and technology companies. By bridging the digital divide, promoting media literacy, and fostering ethical standards, Nigeria can strengthen its democratic foundations and promote inclusive and transparent electoral processes.
Keywords
Article Details
Copyright (c) 2024 Kelvin Inobemhe, Sharifatu Gago Ja'afaru, Suleiman Garba
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References
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- Iyengar, S., Ugwu, S. C., & Obi, M. O. (2018). Investigating the spiral of silence: political discussions on social media platforms in Nigeria. Journal of Social Media Studies, 5(1), 45-62.
- Lawal, T. (2020). Digital media and political communication in Nigeria: challenges and prospects. Journal of Media Studies, 7(2), 112-127.
- McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
- Muswede, T. (2022). Impact of digital media on political campaigns: towards disintermediated political communication in Africa. African Journal of Political Science, 10(1), 41-50. https://doi.org/10.36615/ajpsrasp.v10i1.1152
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- Olorunyomi, O., & Adegoke, F. (2021). Social media and voter participation in Nigerian elections. Journal of African Elections, 18(2), 87-104.
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- Onabanjo, O. O., & Idowu, O. (2017). Media agenda setting and voter perceptions: A study of Nigerian elections. Journal of African Media Studies, 9(2), 145-160.
- Onuoha, B., & Mohammed, S. (2023). The role of multimedia in shaping political discourse in the 2023 Nigerian election. Journal of African Media Studies, 15(1), 45-62.
- Oso, L., & Adebayo, A. (2018). Multimedia usage in Nigerian politics: trends and implications. African Communication Research, 11(2), 145-162.
- Pavithra, A., Aathilingram, M., & Prakash, S. M. (2018). Multimedia and its application. International Journal for Research & Development in Technology, 10(5), 271-276. https://www.researchgate.net/publication/329417059.
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- Ume, O. (2020). Political polarisation and social divisions in Nigerian elections. Journal of Political Communication, 15(3), 189-204.
- Uwakwe, O., Obioha, B. K., Oyibo, I. J., Njaka, M. C., Makwe, O. M., & Okika, E. (2023). Influence of social media on political mobilisation: lessons from 2023 presidential election in Nigeria. International Journal of Strategic Research in Education, Technology and Humanities, 11(1). https://internationalpolicybrief.org/wp-content/uploads/2023/12/ARTICLE11-4.pdf.
- Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 13(3), 303-317.
- Williams, K., & Turner, R. (2023). Social influence in psychology: definition, theory & principles. Study.com. https://study.com/learn/social-influence-theory-examples.html
- Wong, Q. (2019). Fake news is thriving thanks to social media users. https://www.cnet.com/news/fake-news-more-likely-to-spread-on-social-media-study-finds.
- Zhang, B., & Vos, M. (2015). How and why some issues spread fast in social media. Online Journal of Communication and Media Technologies, 5(1), 90-113. https://doi.org/10.29333/ojomt/2497
References
Acheampong, M. (2023). Overpromising and underdelivering? digital technology in Nigeria's 2023 presidential elections. Social Science Open Access Repository. https://www.gesis.org/ssoar/home.
Adebowale, F., et al. (2023). Themes and strategies in multimedia campaign messages during the 2023 Nigerian election. Journal of African Politics, 10(1), 112-129.
Adedeji, O. (2017). The role of multimedia in contemporary Nigerian elections. Journal of African Elections, 16(1), 63-78.
Adegoke, A. (2016). The Nigerian media, democracy, and the 2015 general elections. Ibadan University Press.
Adeiza, M. O. (2019). Digital media and presidential campaigning in sub-Saharan Africa: a study of the 2016 election in Ghana. A dissertation submitted to University of Washington. https://digital.lib.washingtonn.edu/researchworks/bitsream/handle/1773/43655/Adeiza_washington_0250E_19656.pdf.
Adekunle, O. (2019). The impact of media coverage on voter trust and confidence in Nigerian elections. Journal of Media Studies, 6(2), 78-93.
Adeloye, D., & Ademiluyi, I. A. (2018). Uses and gratifications of social media among voters in Nigeria during elections. International Journal of Media and Cultural Politics, 14(2), 213-228.
Aghamelu, F. C. (2022). The role of the mass media in the Nigerian electoral process. Unizik Journal of Arts and Humanities, 14(2). http://dx.doi.org/10.4314/ujah.v14i2.8
Aghator, S., & Moussa, S. K. (2023). Media framing of the legitimacy of Nigerian elections in relation to stomach infrastructure. Bachelor’s Thesis, School of Business, Economics, and IT, International Programme in Politics and Economics, HOGSKOLAN VAST. https://hv.diva-portal.org/smash/get/diva2:1810471/FULLTEXT01.pdf.
Akinyemi, T., & Uzuegbunam, K. (2023). The role of multimedia strategies in the 2023 Nigerian election. African Communication Research, 16(2), 145-162.
Alaekwe, K. N., & Ilomuanya, I. (2023). Owerri resident's perception of the influence of radio sensitisation programme against vote racketeering towards the 2023 presidential election in Nigeria. IMSU Journal of Communication Studies, 7(1), 29-40. https://www.researchgate.net/publication/370418674.
Arede, E., & Oji, M. (2023). Influence of radio broadcasting on political participation among people of South-South Nigeria. Studies in Media and Communication, 10(2), 25-38. https://doi.org/10.11114/smc.v10i2.5551
Asemah, E. S., & Edegoh, L. O. (2012). New media and political advertising in Nigeria: prospects and challenges. African Research Review, 6(4), 27, 248-265. https://doi.org/10.4314/afrrev.v6i4.17
Asemah, E. S., Nwammuo, A. N., & Nkwam-Uwaoma, A. O. A. (2017). Theories and models of communication. Jos University Press.
Avila, F. D. (2014). Hypertext, hypermedia and multimedia. Slideshare. https://www.slideshare.net/fernandadavalos2566/hepertext-hypermedia-and-multimedia-41430460.
Bappayo, A., Abubakar, A., & Kirfi, Y. H. (2021). The impact of mass media on political mobilisation process in Plateau State Radio Television Corporation, Jos (PRTVC), Nigeria. KIU Journal of Humanities, 6(1), 101-108. https://www.ijhumas.com/ojs/index.php/kiuhums/article/download/1174/1042.
Bartlett, J., Krasodomski-Jones, A., Daniel, N., Fisher, A., & Jesperson, S. (2015). Social media for election communication and monitoring in Nigeria. Demos. http://www.demos.co.uk.
Chigbo, M. J. (2024). The impact of interactive mass media in voters' education for the 2023 general election in Nigeria: overcoming challenges and fostering informed decision-making. Kiu Publication Extension, 10(1), 10-14. https://doi.org/10.59298/IAAJSS/2024/101.10.14000
de Boer, N., Sütfeld, H., & Groshek, J. (2012). Social media and personal attacks: a comparative perspective on co-creation and political advertising in presidential campaigns on YouTube. First Monday, 17(12), 1-14. https://doi.org/10.5210/fm.v17i12.4211
Edegoh, L. (2019). Understanding the impact of multimedia on voter behaviour: a case study of Nigerian elections. International Journal of Communication, 13, 2543-2565.
Eke, C., Yibowei, N. E., Bufumoh, A., Ndionyenma, J. P., & George, N. N. (2023). New media dynamics in Nigeria: a survey of globalisation influence on communication channels. Research Journal of Mass Communication and Information Technology, 9(4), 46-58. https://doi.org/10.56201/rjmcit.v9.no4.2023.pg46.58
Express News Service. (2015). Social media sites help to connect to people worldwide. The Indian Express. https://indianexpress.com/article/cities/mumbai/social-media-sites-help-to-connect-to-people-worldwide/lite.
Folorunsho, S. (2023). Technological innovations that will impact the 2023 general election. Watching the Vote. https://watchingthevote.org/technological-innovations-that-will-impact-the-2023-general-election-samuel-folorunsho.
Guess, A. M., & Munger, K. (2022). Digital literacy and online political behaviour. Cambridge University Press.
Ibe, M., Okoro, N. T., & Onuegbu, A. B. C. (2023). Radio campaign and voter sensitisation on the 2023 election in Port Harcourt metropolis. BW Academic Journal, 14. https://bwjournal.org/index.php/bsjournal/article/view/1140.
Ibeanu, O. O. (2022). Digital technologies and election management in Africa's democratisation process. African Development, 42(2), Special Issue, 15-40. https:/www.jstor.org/stable/48682664.
Ibrahim, J. (2023, Feb. 17). Social media and the 2023 election campaigns. Premium Times. https://www.premiumtimesng.com/opinion/582551-social-media-and-the-2023-election-campaigns-by-jibrin-ibrahim.html?tztc=1.
Igbinedion, O. C., & Ajisebiyawo, A. S. (2023). The influence of social media on voters’ choices during the 2023 presidential elections in Nigeria. Iconic Research and Engineering Journals, 7(3), 252.
Inobemhe, K., Ugber, F., Ojo, I. L., & Santas, T. (2020). New media and the profilerationn of fake news in Nigeria. Nasarawa Journal of Multimedia and Communication Studies, 2(2), 154-168.
Iyengar, S., Ugwu, S. C., & Obi, M. O. (2018). Investigating the spiral of silence: political discussions on social media platforms in Nigeria. Journal of Social Media Studies, 5(1), 45-62.
Lawal, T. (2020). Digital media and political communication in Nigeria: challenges and prospects. Journal of Media Studies, 7(2), 112-127.
McCombs, M., & Shaw, D. (1972). The agenda-setting function of mass media. Public Opinion Quarterly, 36(2), 176-187.
Muswede, T. (2022). Impact of digital media on political campaigns: towards disintermediated political communication in Africa. African Journal of Political Science, 10(1), 41-50. https://doi.org/10.36615/ajpsrasp.v10i1.1152
Newman, N. (2023). Journalism, media, and technology trends and predictions 2023. https://reutersinstitute.politics.ox.ac.uk/journalism-media-and-technology-trends-and-predictions-2023.
Nwabueze, U. (2021). Challenges of misinformation and fake news in Nigerian elections. Journal of Media Ethics, 8(2), 112-127.
Nwanaji-Enwerem, J. C., Nwanaji-Enwerem, O., & Nwanaji-Enwerem, P. (2022). Nigeria's 2023 general elections: a chance for Nigerians to shape a healthier future. The Lancet, 400(10352), 562. https://doi.org/10.1016/S0140-6736(22)01297-1
Ogochukwu, E. (2023). Comparative study of the effect of media coverage on the 2015 & 2023 presidential election in Nigeria. Management, Information Communication Technology, Digital Media & Learning, Journalism and Mass Communication. https://www.academia.edu/99444506.
Ogunleye, A. (2020). The influence of multimedia on voter behaviour in Nigerian elections. International Journal of Communication, 14, 3210-3225.
Ogunleye, F. (2017). Media and politics in Nigeria. Lagos: African Publishers.
Ogunmuyiwa, S. K. (2019). Media framing and political perceptions: a study of the 2019 Nigerian elections. Journal of Media and Politics, 11(3), 321-336.
Ohaja, E. U., Eze, U. J., & Ali, C. B. (2023). Influence of social media on electioneering and youths' political participation during Nigeria's 2023 general election. CJC, 4(2), 10-25. https://www.researchgate.net/publication/377766989.
Ojo, O. (2018). Nigerian elections: processes, challenges, and prospects. Journal of African Politics, 5(3), 189-204.
Okidi, O. D., Ogwo, A., & Asemah, E. S. (2023). Adoption of social media for political campaigns during the 2023 presidential elections. In E. S. Asemah (ed.), Mass media, politics and civic engagement in Nigeria (pp. 186-194). Enugu: Franklead Printing and Publishing Co.
Okoye, I., & Nwachukwu, M. (2023). Multimedia strategies and their impact on the 2023 Nigerian election. Journal of Media and Politics, 8(3), 189-204.
Olorunfemi, D., & Ogunnaike, O. (2019). Media dependency among Nigerian voters: Challenges and prospects. African Journal of Communication Research, 7(1), 34-48.
Olorunnisola, A. (2018). The evolution of Nigerian media: roles, innovations, and challenges. Ibadan: University of Ibadan Press.
Olorunyomi, D. (2018). Media and democracy in Nigeria: opportunities and challenges. Lagos: Lagos Publishers.
Olorunyomi, O., & Adegoke, F. (2021). Social media and voter participation in Nigerian elections. Journal of African Elections, 18(2), 87-104.
Omanga, D., Mare, A., & Mainye, P. (2024) (eds.). Digital technologies, elections and campaigns in Africa (1st Edition). Routledge.
Omotola, J. (2015). Media and democracy in Nigeria. Abuja: National Press.
Onabanjo, O. O., & Idowu, O. (2017). Media agenda setting and voter perceptions: A study of Nigerian elections. Journal of African Media Studies, 9(2), 145-160.
Onuoha, B., & Mohammed, S. (2023). The role of multimedia in shaping political discourse in the 2023 Nigerian election. Journal of African Media Studies, 15(1), 45-62.
Oso, L., & Adebayo, A. (2018). Multimedia usage in Nigerian politics: trends and implications. African Communication Research, 11(2), 145-162.
Pavithra, A., Aathilingram, M., & Prakash, S. M. (2018). Multimedia and its application. International Journal for Research & Development in Technology, 10(5), 271-276. https://www.researchgate.net/publication/329417059.
Puvanes, W. P. (2023). Multimedia in communication. LinkedIn. https://www.linkedin.com/pulse/multimedia-communication-puvanes-waran-p-xyqhc.
Rowland, K. (2023). The importance of communication in change management: a guide for companies. LinkedIn. https://www.linkedin.com/pulse/importance-communication-change-management-guide-kelley-rowland.
Santas, T., Inobemhe, K., & Asemah, E. S. (2024). Media management: principles and strategies. Jos: Jos University Press.
Shittu, W. (2023). INEC, electronic transmission of results, electoral act and matters arising. Premium Times. https://www.premiumtimesng.com/opinion/589746-inec-electronic-transmission-of-results-electoral-act-matters-arising-by-wahab-shittu.html?tztc=1.
Tualeka, B. A., & Bungin, B. (2020). The social construction of digital multimedia technology and creation of political hyper-realities in Indonesia and Malaysia. Library Philosophy and Practice, 3547. https://digitalcommons.unl.edu/libphilprac/3547.
Uhlaner, C. J. (2015). Politics and participation. In J. D. Wright (ed.), International encyclopedia of the social and behavioural sciences (Second Edition) (pp. 504-508). Elsevier. https://doi.org/10.1016/B978-0-08-097086-8.93086-1
Ume, O. (2020). Political polarisation and social divisions in Nigerian elections. Journal of Political Communication, 15(3), 189-204.
Uwakwe, O., Obioha, B. K., Oyibo, I. J., Njaka, M. C., Makwe, O. M., & Okika, E. (2023). Influence of social media on political mobilisation: lessons from 2023 presidential election in Nigeria. International Journal of Strategic Research in Education, Technology and Humanities, 11(1). https://internationalpolicybrief.org/wp-content/uploads/2023/12/ARTICLE11-4.pdf.
Wang, H. (2012). Six P's of youth social media from a young consumer's perspective. Young Consumers, 13(3), 303-317.
Williams, K., & Turner, R. (2023). Social influence in psychology: definition, theory & principles. Study.com. https://study.com/learn/social-influence-theory-examples.html
Wong, Q. (2019). Fake news is thriving thanks to social media users. https://www.cnet.com/news/fake-news-more-likely-to-spread-on-social-media-study-finds.
Zhang, B., & Vos, M. (2015). How and why some issues spread fast in social media. Online Journal of Communication and Media Technologies, 5(1), 90-113. https://doi.org/10.29333/ojomt/2497