An Assessment On The Impact Of Social Media Promoting The Obedient Movement Trend During The 2023 Election

Project and Seminar Material for Mass Communication

An Assessment On The Impact Of Social Media Promoting The Obedient Movement Trend During The 2023 Election


Abstract


The objective of the study is to assess the impact of social media in promoting the obidient movement trend during the 2023 election using Lagos State. The specifically examined 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 to find out the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections.The research adopted the survey descriptive design and with the aid of convenience sampling method, the researcher selected Four-hundred and fifteen (415) participant who are social media users in Lagos State. Self- structured questionnaire was issued to the respondent of which four hundred and seven (407) were returned and four hundred (400) validated.. The study made use of of descriptive analysis and inferential statistics where data from field survey was analyzed using simple percentage, mean and standard deviation presented in frequencies and tables. Hypothesis test was conducted using Chi-Square Statistical Package for the Social Sciences (SPSS v.23). Findings of the study reveals that the motives behind the emergence of the Obidient Movement in Nigeria’s 2023 election centered around Perceived lack of political accountability or transparency, Perceived lack of political accountability in Nigeria , Corruption of the political system, Poor Social and economic condition, lack of transparency of public office holders and the genes of same old people mounting leadership. The study concludes that Twitter among other social media platforms had significant impact on promoting the obedient movement trend during the 2023 election.


Table of Content


  • Title Page
  • Certification
  • Dedication
  • Acknowledgement
  • Table of Content
  • List of Tables
  • Abstract

Chapter One:

Introduction

  • 1.1 Background of the Study
  • 1.2 Statement of the Problem
  • 1.3 Objective of the Study
  • 1.4 Research Questions
  • 1.5 Research Hypothesis
  • 1.6 Significance of the Study
  • 1.7 Scope of the Study
  • 1.8 Limitation of the Study
  • 1.9 Definition of Terms

Chapter Two:

Review of Literature

  • 2.1 Conceptual Framework
  • 2.2 Theoretical Framework
  • 2.3 Empirical Review

Chapter Three:

Research Methodology

  • 3.1 Research Design
  • 3.2 Population of the Study
  • 3.3 Sample Size Determination
  • 3.4 Sample Size Selection Technique and Procedure
  • 3.5 Research Instrument and Administration
  • 3.6 Method of Data Collection
  • 3.7 Method of Data Analysis
  • 3.8 Validity of the Study
  • 3.9 Reliability of the Study
  • 3.10 Ethical Consideration

Chapter Four:

Data Presentation and Analysis

  • 4.1 Data Presentation
  • 4.2 Analysis of Data
  • 4.3 Answering Research Questions
  • 4.4 Test of Hypotheses

Chapter Five:

Summary, Conclusion and Recommendation

  • 5.1 Summary
  • 5.2 Conclusion
  • 5.3 Recommendation
  • References
  • APPENDIX
  • QUESTIONNAIRE

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

  1. Examine the motives behind the emergence of the Obidient Movement in Nigeria’s 2023 election.
  2. Find out the extent to which social media was utilized in promoting obidient movement during the 2023 general elections.
  3. 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

  1. What was the motives behind the emergence of the Obidient Movement in Nigeria’s 2023 election?
  2. What is the extent to which social media was utilized in promoting obidient movement during the 2023 general elections?
  3. What is the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections?

1.5 Research Hypotheses

  • H0: There is no significant impact of social media promoting the obedient movement trend during the 2023 election.
  • H1: There is a significant impact of social media promoting the obedient movement trend during the 2023 election.

1.6 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.


1.7 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.


1.8 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.


1.9 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


Chapter Five


Summary, Conclusions and Recommendations

5.1 Summary of the Findings

The objective of the study is to assess the impact of social media in promoting the obidient movement trend during the 2023 election using Lagos State. The specifically examined 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 to find out the social media platform which played a significant role in promoting the obidient movement during the 2023 general elections.

The research adopted the survey descriptive design and with the aid of convenience sampling method, the researcher selected Four-hundred and fifteen (415) participant who are social media users in Lagos State. Self- structured questionnaire was issued to the respondent of which four hundred and seven (407) were returned and four hundred (400) validated.. The study made use of of descriptive analysis and inferential statistics where data from field survey was analyzed using simple percentage, mean and standard deviation presented in frequencies and tables. Hypothesis test was conducted using Chi-Square Statistical Package for the Social Sciences (SPSS v.23).


5.3 Conclusion

The Obidient Movement’s impact on voter behaviour has the potential to produce unexpected future results in elections. If the movement is effective in organising a sizable segment of the population, it may upend the current political order and produce unexpected outcomes in certain seats, or even at the federal level. Although the results of the 2023 election rather ambiguous and unpredictable as a result.But key concerns such as corruption, good governance, socio-economic inequalities, or youth empowerment, the movement influenced what voters consider important when evaluating candidates and party platforms through social media electioneering campaign. Which potentially altered the issues dominating the electoral discourse in Nigeria.

Findings of the study reveals that the motives behind the emergence of the Obidient Movement in Nigeria’s 2023 election centered around Perceived lack of political accountability or transparency, Perceived lack of political accountability in Nigeria , Corruption of the political system, Poor Social and economic condition, lack of transparency of public office holders and the genes of same old people mounting leadership. The study concludes that Twitter among other social media platforms had significant impact on promoting the obedient movement trend during the 2023 election.


5.3 Recommendations

The following recommendations were made by the researcher:

  1. Since there is greater motivation from the Obidient movement in 2023 election, those in charge of electoral process in Nigeria must ensure readiness as there will be improved voter participation in subsequent election in the country.
  2. Social media has been seen to be a veritable tool in enlighten citizens on political movements, more messages and campaign awareness programmes should be channeled towards social media especially Twitter.
  3. Political movements must look at the broader political and social dynamics leading up to subsequent elections.
  4. Campaigns about the electoral process should be a continuous one on the social media without posting lies. This will get the electorate greatly acquainted with all the requirements and process that make one to be eligible. Ones empowered they can freely exercise their mandate with utmost ease.
  5. Government agencies like the National Orientation Agency, NOA and other stakeholders should avoid over reliance on the mass media and make use of social media to rekindle the confidence of the citizens. Interpersonal communication which establishes direct relationship with electorate should be used to complement mass media messages. This is where civil society can play a pivotal role by exhibiting drama to rural communities that need greater awareness.
  6. With intensive empowerment, community voting should be replaced with individual voting so as not to disenfranchise voters. Community voting obviously promotes god fatherism. Absence of this strengthens and affirms our democracy as electorate feel fulfilled they freely casted their votes to those they wanted as against being manipulated by Chiefs and god fathers.
  7. Voters should realize that whoever they vote will impact on their lives in future. Therefore, they should continue with the gesture of wisely casting their votes free from ethnic, religious and social ties as well as other trivial considerations with retrogressive tendency.
  8. Political parties/groups are here advised to take issues of social media seriously, by engaging members of group in offline activities prior to elections. As it this study suggests it can work for them if properly deployed.

Project Material Download

5,000 5000

The Complete Material Will Be Sent to You in Just 2 Steps

Quick & Simple…


Step One Purchase

Make Payment (Through Transfer) of ₦5,000 to Any of the Account Below

Access Bank PlcAcc No: 0811003731
Samphina Academy
Current Account
Zenith BankAcc No: 1225513212
Samphina Academy
Current Account

Or CLICK HERE To Pay With Debit Card


FOR STUDENTS OUTSIDE NIGERIA
CLICK HERE To Purchase Material ($15)
FOR GHANIAN STUDENTS
Make Payment of 120 GHS to 0553978005 | Douglas Cloud Osabutey | MTN MoMo

Step Two Purchase

Send the Following Details on WhatsApp ( 08143831497) After Payment

  1. Payment Details

  2. TOPIC: An Assessment On The Impact Of Social Media Promoting The Obedient Movement Trend During The 2023 Election

The Complete Material Will Be Sent To You On WhatsApp After Receiving Your Details
T & C Apply


  Contact Our Help Desk


Need a Different Topic? Perform a Quick Search



List of Related Works

Click on Any Topic to Preview the Content

samphina.academy

Samphina Academy

Samphina Academy is an Online Educational Resource Center that is aimed at providing students with quality information and materials to aid them in succeeding in their academic pursuit.