Social Media and Social Mobilisation during the 2023 General Election in Oyo State, Nigeria

Background:The 2023 general elections in Nigeria presented a unique opportunity to examine the intersection of social media and social mobilisation in the country's democratic process. With the increasing proliferation of social media platforms in Nigeria, it has become imperative to investigate how these platforms shape political discourse, influence voter behaviuor, and facilitate social mobilization.In Oyo State, Nigeria, social media played a significant role in the 2023 general elections, with various candidates and political parties leveraging platforms like Facebook, Twitter, and Instagram to disseminate information, engage with voters, and mobilize support. However, the impact of social media on social mobilization during the elections remains understudied.Objective: This study investigated the relationship between social media and social mobilization during the 2023 general elections in Oyo State, Nigeria. Specifically, the study sought to investigate how social media platforms were used to mobilize support for candidates and parties, the types of social media content that resonated with voters, and the challenges and opportunities associated with using social media for social mobilization in the context of Nigerian elections. Method: The study adopted the descriptive survey research design. The population of study was registered and accredited voters in 15 of the 33 local government areas of Oyo State’s three senatorial zones. Purposive sampling technique was used to identify registered voters and collect data using a validated questionnaire. Uses and Gratifications Theory was used as the theoretical framework. Validation and reliability tests were carried out and data were presented using simple percentage and frequency tables. Result: The study established that political parties used diverse social media platforms to persuade voters in order to reach the largest number of people, using their unique demographic characteristics. Conclusion: Social media platforms such as Facebook, WhatsApp, Twitter (X), Instagram, played significant role in mobilising electorate for active participation during the 2023 general elections in Oyo State, Nigeria. Some social media platforms are more effective than others in mobilising voters during election. Instagram, X (formerly twitter), and Facebook were the most influential social media platforms during the time. Unique contribution: The study provides useful insights on the potentials of social media in social mobilisation. It is hoped that this fresh insight would serve as useful insight to governments, politicians, and other policy makers and the general public. Recommendation: The study recommends that persuasive electoral messages through these platforms are essential towards ensuring greater citizen participation in future elections.