SOCIAL MEDIA AND YOUTH PARTICIPATION IN 2023 PRESIDENTIAL ELECTION IN NIGERIA

This study examined the role of social media in youth participation during the 2023 presidential election in Nigeria, using students of the Federal University Otuoke as a case study. Social media platforms have increasingly become tools for political mobilization globally, and in Nigeria, they played a particularly significant role in shaping the enthusiasm and involvement of young people during the 2023 election cycle. The objectives of the study were to investigate how social media influenced youth political awareness and voter mobilization, to evaluate the effectiveness of social media-driven campaigns such as the Obidient movement, and to identify the socio-economic and structural barriers that limited the impact of digital activism on electoral outcomes. The study employed a mixed-methods approach, using questionnaires administered to 390 students (370 retrieved, representing a 95% response rate) and in-depth interviews with selected students and lecturers. Data were analyzed using descriptive statistics and thematic analysis. The findings revealed that social media significantly enhanced youth political awareness, created spaces for political discussion, and motivated engagement in election-related debates. Hashtags such as #NigeriaDecides2023 and #Obidient were instrumental in shaping narratives, while platforms like Twitter (X), WhatsApp, and Facebook emerged as the primary sources of political information for youths. The Obidient movement was particularly effective in increasing political interest and voter registration, as well as instilling confidence that youth voices matter in Nigerian politics. However, the study also showed that online enthusiasm did not fully translate into offline participation, as actual voter turnout among youths remained disproportionately low. Structural barriers such as mistrust in INEC, electoral irregularities, economic hardship, limited internet access, and the dominance of older elites constrained the impact of social media activism. The study concludes that while social media has become an indispensable tool for youth political mobilization and democratic consciousness in Nigeria, its effectiveness in transforming electoral outcomes is contingent on institutional reforms, improved electoral transparency, socio-economic empowerment, and sustained offline engagement. The study recommends a multi-stakeholder approach involving government, INEC, civil society, youth organizations, and technology companies to ensure that the digital energy of Nigerian youths is converted into meaningful contributions to democratic governance.