THE IMPACT OF POLITICAL COMMUNICATION ON THE 2023 GENERAL ELECTION (A CASE STUDY OF BAUCHI LOCAL GOVERNMENT AREA OF BAUCHI STATE)

This study explores the impact of political communication on the 2023 general election in Bauchi Local Government Area, Bauchi State, Nigeria. By employing a mixed-methods approach that includes surveys and interviews with voters, candidates, and campaign officials, the research reveals that effective political communication strategies particularly through social media played a vital role in shaping voter awareness and mobilization around critical issues such as security, economic development, and education. Additionally, the study highlights the challenges posed by misinformation and negative campaigning, which affected public trust and voter perceptions. Quantitative method was used to sample 3384 of the respondents. The findings emphasize the necessity of culturally relevant messaging and direct engagement to enhance voter connection, ultimately underscoring the significant influence of political communication on electoral outcomes in Nigeria. The findings of this study not only illustrate the importance of communication strategies in electoral success but also highlight the need for greater media literacy among voters to combat misinformation. As political communication continues to evolve, understanding its dynamics becomes essential for fostering informed citizenry and strengthening democratic processes. This research contributes valuable insights for future electoral campaigns and underscores the critical role of responsible communication in shaping political landscapes