SOCIAL MEDIA AND POLITICAL BEHAVIOR OF YOUTH IN BAUCHI STATE: AN ANALYSIS OF FACEBOOK IN 2023 GUBERNATORIAL ELECTION

ABSTRACT The study examined social media and political behavior of youth in bauchi state: an analysis of Facebook in 2023 Gubernatorial Election. Against this, determined Explore how Facebook affect youth political behavior during the 2023 gubernatorial election in Bauchi, examine the implications of Facebook on the conduct of 2023 Gubernatorial Election in Bauchi as well as assess the level of Facebook usage by political contestant during the conduct of 2019 Gubernatorial Election. The study used system theory to guide the research assumption. The study adopted the qualitative research design, with ten (10) informants purposively selected out of the total population of Facebook users within Bauchi Metropolis. The data collected through the interview were thematically content analyzed. The study found that: Facebook has effectively contributed to the successful political development during in Nigeria from 2023 gubernatorial campaign in Bauchi. On the implication of Facebook on political development in 2023 gubernatorial campaign in Bauchi study found that Facebook have significantly influence the general election in 2023 gubernatorial campaign in Bauchi. Similarly, politicians use social media extensively for their campaigns and dissemination of their propagandas. Moreover, the interviews revealed that 2023 gubernatorial campaign in Bauchi, Facebook underwent a transformative role in Nigerian politics, becoming a central platform for political communication. Thus, the study recommended that: implementing social media literacy programs for both the electorate and political contestants can enhance digital literacy, empowering individuals to critically evaluate information and discern reliable sources on Facebook. This can contribute to a more informed and discerning public.