Social media and political mobilization in rural environment in Nigeria

Abstract

Social media have been used as a vital tool for political mobilization since its inception, and its impact on political communication cannot be overemphasized. This study examines the influence of various social media handles for political mobilization in Odogbolu Local Government Area. The main objective of this study was to determine the extent of social media influence on politics or political mobilization in Odogbolu Local Government Area. The study utilised Technological Determinism Theory as a theoretical framework, and its findings were derived from the survey research method with the distribution of 160 questionnaires to respondents through a multi-stage sampling technique. Data were analysed and interpreted using descriptive statistics. The findings of the study reveal that social media in rural settlements like Odogbolu Local Government Area are emerging as a substantial promotion tool during elections by political parties to connect with the electorates, express their agenda, influence voters, increase their visibility, and garner majority votes during elections. The authors recommended that government and political parties should resolve the challenges that confront people regarding the use of social media (e.g., poor network, erratic electricity supply, low internet literacy, and high illiteracy level) to enhance the maximum benefits of the use of social media for political mobilization in the Nigerian rural areas.