Social Media Influence as a Catalyst for Electoral Success of Political Parties in Africa: Insights from Nigeria’s 2023 Presidential Elections – JOURNAL OF THE INSTITUTE FOR AFRICAN STUDIES

Author:

Shamsudeen A.M.

Abstract:

This paper examines the influence of social media on the electoral success of political parties in Africa, drawing insights from Nigeria’s 2023 presidential election. The role played by social media during the electioneering process for the 2023 general elections in Nigeria cannot be overemphasized. The social media was a big force in the general elections, as Nigerians witnessed a new dimension different from the usual, due to the efficacy of the platforms. Anchored on the premise of the communication theory, the paper concludes that social media reshaped elections in Africa, increased the potential of prospective voters, and enhanced hope for better future electioneering. However, a lot of misinformation and disinformation was generated on social media, though educative but misleading. Based on the analysis of the gender and age structure of voters, the author concludes about their representation in social networks. The efficacy of the social media platforms did not determine the winner of 2023 Nigeria’s presidential election but improved the electioneering process and system in Nigeria, as the candidate with the highest support on social media was a force but not a winner. To maximize the positive impact of social media in Nigerian elections, there is a pressing need for responsible digital political engagement. While social media platforms provide a space for political participation, they must be regulated in a way that balances free speech with the need to curb misinformation and fake news.

Keywords:

social media influence, electoral campaigns, presidential elections, political parties, electoral process, democratic stability, political participation, generation Z

DOI:

10.31132/2412-5717-2025-70-1-175-190

References:

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For citation:

Shamsudeen A.M. (2025). Social Media Influence as a Сatalyst for Electoral Success of Political Parties in Africa: Insights from Nigeria’s 2023 Presidential Elections. Journal of the Institute for African Studies. Vol. 11. №. 1. Pp. 175–190. https://doi.org/10.31132/2412-5717-2025-70-1-175-190

Для цитирования:

Шамсудин А.М. Социальные медиа как катализатор электорального успеха политических партий в Африке: опыт президентских выборов в Нигерии 2023 года. Ученые записки Института Африки РАН. 2025. Т. 11. № 1. С. 175–190. https://doi.org/10.31132/2412-5717-2025-70-1-175-190

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