THE IMPACT OF SOCIAL MEDIA ON VOTER TURNOUT: A CASE STUDY OF YOUTHS IN LAGOS MAINLAND

THE IMPACT OF SOCIAL MEDIA ON VOTER TURNOUT: A CASE STUDY OF YOUTHS IN LAGOS MAINLAND

CHAPTER ONE: INTRODUCTION

1.1 Background of the Study

In recent decades, social media has emerged as a powerful tool in political communication and civic engagement. Globally, platforms such as Facebook, Twitter (now X), Instagram, and WhatsApp have become pivotal in shaping political discourse, influencing opinions, and mobilizing voters. In democratic societies, where youth participation in elections is critical to shaping the future, understanding how social media contributes to or detracts from electoral participation is of paramount importance (Boulianne, 2020). Nigeria, with its vibrant youth population and high social media penetration, offers a compelling context for investigating this relationship.

Social media usage in Nigeria has grown exponentially, especially among urban youth. According to Statista (2023), over 38 million Nigerians are active on social media platforms, with young people constituting a majority of users. Lagos State, as Nigeria’s most populous and digitally connected state, stands at the epicenter of this transformation. Social media platforms are now used not only for entertainment and communication but also for political activism, issue advocacy, and civic education. Political parties, electoral bodies, civil society groups, and candidates increasingly utilize these platforms to reach young voters, disseminate information, and encourage participation in democratic processes.

Despite these developments, concerns persist about the effectiveness of social media in translating online engagement into real-world political action such as voting. While Nigerian youths are highly active online, voter apathy among this group remains a challenge. The 2023 general elections, for instance, witnessed lower-than-expected turnout despite significant digital activism and youth-led movements such as the “Obidient” movement, which gained traction on platforms like Twitter and Instagram (Okon, 2023). This contradiction raises questions about the actual influence of social media on electoral participation.

Moreover, the credibility of information on social media is often questioned due to the proliferation of misinformation and propaganda, which can hinder informed voting decisions. At the same time, social media offers opportunities for political education, exposure to multiple viewpoints, and grassroots mobilization. Thus, its role in influencing voter turnout is complex and multifaceted.

This study aims to explore how social media influences voter turnout among youths in Lagos Mainland. It seeks to determine the extent to which political engagement on social media translates into active participation in elections, especially voting. By focusing on urban youths, the study addresses a critical demographic whose political behavior has the potential to shape Nigeria’s democratic trajectory.

1.2 Statement of the Problem

In Nigeria, there is a growing disconnect between youth political engagement on social media and actual voter turnout during elections. While the youth population dominates digital spaces, this engagement does not always reflect in electoral participation. The high level of political discussions, campaign awareness, and activism on platforms such as Twitter and WhatsApp often contrasts sharply with the low turnout of young voters on election day.

This paradox raises critical questions about the efficacy of social media as a tool for political mobilization. Is the political engagement observed online merely performative, or does it translate into real civic action such as voting? Despite the increased efforts by electoral bodies and civil society to use social media for voter education and mobilization, many youths remain disillusioned with the political process due to concerns about electoral fraud, insecurity, lack of trust in politicians, and poor governance outcomes (Ajayi & Jimoh, 2022). These concerns can undermine the influence of digital campaigns aimed at boosting voter participation.

The problem is further compounded by the spread of political misinformation, disinformation, and fake news on social media platforms, which can confuse or discourage potential voters. Furthermore, there is limited empirical research in Nigeria that examines the direct link between social media use and voter turnout, especially among urban youth in locations like Lagos Mainland.

This study therefore seeks to bridge the knowledge gap by assessing the actual impact of social media on voter turnout among youths. It also investigates whether online political engagement fosters meaningful participation or reinforces existing patterns of disengagement. Understanding this dynamic is crucial for informing electoral strategies, policy interventions, and civic education programs targeting young voters in Nigeria.

1.3 Objectives of the Study

To examine the extent of social media usage for political information among youths in Lagos Mainland.

To assess the influence of social media engagement on voter turnout among the respondents.

To identify the challenges affecting the translation of social media engagement into electoral participation.

1.4 Research Questions

How frequently do youths in Lagos Mainland use social media for accessing political information?

What is the influence of social media political engagement on voter turnout among the respondents?

What challenges hinder the conversion of social media activism into voter participation?

1.5 Research Hypotheses

H₀₁: There is no significant relationship between social media political engagement and voter turnout among youths in Lagos Mainland.

H₀₂: The frequency of social media use for political purposes does not significantly influence voter turnout among the respondents.

1.6 Significance of the Study

This study is significant for several stakeholders. For policymakers and the Independent National Electoral Commission (INEC), it offers insights into how social media can be harnessed to improve youth voter turnout. Political parties and civil society organizations may use the findings to refine their digital campaign strategies. Additionally, the research contributes to academic discourse by providing empirical evidence on the relationship between social media engagement and electoral participation in Nigeria. It also informs civic education efforts aimed at translating digital activism into real-world political involvement.

1.7 Scope and Limitation of the Study

The study is restricted to youths aged 18–35 residing in Lagos Mainland who are active users of social media. It focuses on their political engagement on platforms such as Twitter, Facebook, and WhatsApp, and how this engagement influences their voting behavior. Limitations include the potential for response bias, as respondents may overstate their political participation, and the difficulty in generalizing findings to other regions or demographics.

1.8 Operational Definition of Terms

Social Media: Online platforms used for networking and sharing information, including Facebook, Twitter, WhatsApp, and Instagram.

Voter Turnout: The proportion of eligible voters who participate in an election by casting their votes.

Youth: Individuals aged between 18 and 35 years, consistent with the National Youth Policy in Nigeria.

Political Engagement: The level of involvement in political discussions, campaign activities, and information sharing on social media.

1.9 Structure of the Study

The study is organized into five chapters. Chapter One introduces the study, including its background, problem, and objectives. Chapter Two presents a review of related literature and theoretical frameworks. Chapter Three outlines the research methodology. Chapter Four contains the analysis and interpretation of data. Chapter Five presents the summary, conclusions, and recommendations.

References

Ajayi, T. F., & Jimoh, A. A. (2022). Youth participation in elections and the influence of social media in Nigeria. African Journal of Political Communication, 9(1), 45–60.

Boulianne, S. (2020). Twenty years of digital media effects on civic and political participation. New Media & Society, 22(1), 39–59.

Okon, E. (2023). The Obidient movement and the politics of youth engagement in Nigeria. Journal of African Electoral Studies, 7(2), 110–127.

Statista. (2023). Social media usage in Nigeria. Retrieved from https://www.statista.com