THE SOCIAL MEDIA AND THE CONDUCT OF THE 2023 SENATORIAL ELECTIONS IN THE NORTHERN SENATORIAL DISTRICT OF CROSS RIVER STATE,

The study examined the Impact of the social media on the conduct of the 2023 Senatorial elections in the Northern Senatorial District of Cross River State. The major objective of the study was to analyze the use of social media platforms by political candidates and parties in the Northern Senatorial District of Cross River State during the 2023 Senatorial elections. The Uses and Gratifications Theory was used to provide the framework for the study and a survey method of research was adopted while a close-ended questionnaire was the instrument of data collection of which out of 280 copies of questionnaire distributed only 275 copies were retrieved. Simple random sampling technique was used to select respondents. The data collected were analyzed using the simple frequency and percentage method of data analysis. Findings indicated that political candidates and parties in the Northern Senatorial District of Cross River State utilize social media platforms during the 2023 Senatorial elections by mobilizing supporters. It was also shown that the role disinformation, misinformation, and fake news on social media played in shaping the electoral narrative during the 2023 senatorial elections in the Northern Senatorial District of Cross River State influenced public opinion and that respondents engaged with political contents on social media during the campaign several times a day. Therefore, the study recommended that, Social media platforms should promote programmes and the government should encourage the establishment and support of factchecking organisations that can independently verify information circulating on social media platforms.