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  3. Vol. 47 No. 2 (2022): Africa Development: Special Issue on Digital Technologies and Election Management in Africa’s Democratisation Process
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Vol. 47 No. 2 (2022): Africa Development: Special Issue on Digital Technologies and Election Management in Africa’s Democratisation Process

Issue Published : December 11, 2022

6 - The ‘#tag Generation’: Social Media and Youth Participation in the 2019 General Election in Nigeria

https://doi.org/10.57054/ad.v47i2.2202
Oluwasola Festus Obisesan

Corresponding Author(s) : Oluwasola Festus Obisesan

obisesanoluwasolaf@yahoo.com

Africa Development, Vol. 47 No. 2 (2022): Africa Development: Special Issue on Digital Technologies and Election Management in Africa’s Democratisation Process
Article Published : September 1, 2022

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Abstract

This article examines the roles of social media on youth’s political participation in the 2019 General Elections in Nigeria. It interrogates the roles played by these communication tools in the emancipation and agency of youths while revealing the double-edged implications the devices may have on the democratic processes and aspirants. The article employs both primary and secondary methods of data sourcing. Primary data were obtained from in-depth interviews with social media ‘influencers’ who played vital roles during the 2019 General Election in Nigeria. Further, data were obtained from selected social media accounts of prominent politicians and analysed using content analysis. Secondary data were extracted from books, articles, newspapers and magazines. Also, the study was contextualised using use and gratification theory. The study concluded that social media played a vital role in the 2019 General Election in Nigeria. It revealed how social media contributed to citizens’ power and agency through debates and narratives which were instrumental in agenda-setting for the ruling class and citizens’ democratic expectations.

Keywords

social media youth political participation hashtag generation

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Obisesan, O.F. 2022. 6 - The ‘#tag Generation’: Social Media and Youth Participation in the 2019 General Election in Nigeria. Africa Development. 47, 2 (Sep. 2022). DOI:https://doi.org/10.57054/ad.v47i2.2202.
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References
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  2. Adeloju, A., 2016, ‘Youth network on Facebook and Twitter during the 2015 General Elections in Nigeria’, Journal of African Elections 15 (2): 25–49.
  3. Al-Jabri, I. M., Sohail, M. S., and Ndubisi, N. O., 2015, ‘Understanding the usage of global networking sites by Arabs through the lens of uses and gratifications theory’, Journal of Service Management 26 (4): 662–720.
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  8. Coombs, T., Falkheimer, J., Heide, M. et al., 2016, eds, ‘Strategic communication, social media, and democracy: the challenge of the digital naturals’, Journal of Communication 66.
  9. Dagona, Z. K., Karick, H., and Abubakar, F. M., 2013, ‘Youth participation in social media and political attitudes in Nigeria’, Journal of Sociology, Psychology and Anthropology in Practice 5 (1), April.
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  13. Essoughou, A. M., 2016, ‘Young Africans put technology to new use: Kenya software tool for political participation’, African Renewal, United Nations Department of Public Information 214 (1), April.
  14. Gambo, H., 2015, ‘“We have a few questions for you!” EnoughisEnough Nigeria to host Cross River’s first youth-focused governorship debate’.Henze, V., 2015, ‘Youth, revolt, recognition: the young generation during and after the “Arab Spring”’, Mediterranean Institute Berlin, Humboldt University Berlin, available at: https://edoc.hu-berlin.de/bitstream/handle/18452/3764/5. pdf?sequence=1. Hollingshead, A. B., 1949, Elmtown’s Youth: The Impact of Social Classes on Adolescence, New York: Chapman and Hall.
  15. Hsiao, C. H., Chang, J. J., and Tang, K. Y., 2015, ‘Exploring the influential factors in continuance usage of mobile social Apps: satisfaction, habit, and customer value perspectives’, Telematics and Informatics 33 (2): 342–55.
  16. Huang, Z., and Benyoucef, M., 2013, ‘User-centered investigation of social commerce design’, paper presented at the International Conference on Online Communities and Social Computing.
  17. Hossain, A. M., 2019, ‘Effects of uses and gratifications on social media use: the Facebook case with multiple mediator analysis’, PSU Research Review 3 (1): 16–28.
  18. Idang, G. E., 2015, ‘African culture and values’, UNISA Phronimon 16 (2): 1–15. Iwilade, A., 2013, ‘Crisis as opportunity: youth, social media and the renegotiation of power in Africa’, Journal of Youth Studies 16 (8).
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  20. Kapoor, K. K., Tamilmani, K., Rana, N. P. et al., 2017, ‘Advances in social media research: past, present and future’, Information Systems Frontiers 1–28.
  21. Katz, K., Blumler J., and Gurevitch, M., 2016, Uses and Gratification Research, Penn State University: Paterno Library.
  22. Kehily, M. J., 2007, Understanding Youth: Perspectives, Identities and Practices, Milton Keynes: Open University Press.
  23. Kietzmann, J. H., Hermkens, K., McCarthy, I. P., et al., 2011, ‘Social media? Get serious! Understanding the functional building blocks of social media’, Business Horizons 54 (3): 241–51.
  24. Kofi Annan Foundation, 2020, Protecting Electoral Integrity in Digital Age: Election and Democracy in Digital Age, file:///C:/Users/IITS/Desktop/FOR%20 PHD/SGSSS/85ef4e5d-kaf-kacedda-report_2020_english.pdf, accessed 3 March 2020.
  25. Lariscy, R. W., Tinkham, S. F. and Sweetser, K. D., 2011, ‘Kids these days: examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age’, American Behavioral Scientist 55 (6): 749–64.
  26. Leslie H., 2015, ‘Social media and youth’, International Encyclopedia of Digital Communication and Society.
  27. McQuail, D., 1994, ‘The Rise of Media of Mass Communication’, in D. McQuail, ed., Mass Communication Theory: An Introduction, London: Sage.
  28. McQuail, D., Blumler, J. and Brown, J., 1972, ‘The Television Audience: A Revised Perspective’, in D. McQuail., ed., Sociology of Mass Communications, Harmondsworth: Penguin.
  29. Milbrath, Lester W. and Goel, M. L., 1977, Political Participation: How and Why People Get Involved in Politics, Chicago, IL: RandMcNally.
  30. Mustapha, L., Gbonegun V., and Mustapha, M., 2016, ‘Social media use, social capital, and political participation among Nigerian university students’, Trípodos 39. Mutahi, P., and Kimari, B., 2017, The Impact of Social Media and Digital Technology on Electoral Violence in Kenya, IDS Working Paper 493, Institute of Development Studies.
  31. Nairaland, 2017, ‘Top 50 lies of Lai Mohammed (study report)’, https://www. nairaland.com/3888374/top-50-lies-lai-mohammed, accessed 3 March 2021.
  32. Natsa, R., 2019, ‘Youths constitute highest population of votes for 2019 elections– NBS’, http://leadership.ng/2019/02/06/youths-constitute-highest-population-of-voters-for-2019 elections-nbs/, accessed 5 April 2019.
  33. Nunn, K. B., 2002, ‘The child as other: race and differential treatment in the juvenile justice system’, DePaul Law Review 51. Oestreicher-Singer, G., and Zalmanson, L., 2013, ‘Content or community? A digital business strategy for content providers in the social age’, MIS Quarterly 37 (2): 591–616.
  34. Ogo, I., 2015, ‘Enhancing youth elder collaboration in governance in Africa’, The Mandela Institute for Development Studies Youth Dialogue, pp. 1–23.
  35. Ogunlesi, T., 2012, ‘Is Jonathan listening? How street protesters and Northern militias are reshaping Nigeria’s politics’, The Africa Report 38, March.
  36. Ogunlesi, T., 2013, ‘Youth and social media in Nigeria’, http://www.rjr.ru.ac.za/rjrpdf/rjr_no33/Youth_and_Social_media_in_Nigeria.pdf, accessed 3 March 2021.
  37. Okoye, U. O., and Obikeze, D. S., 2005, ‘Stereotypes and perception of the elderly by the youth in Nigeria: implications for social policy’, Journal of Applied Gerontology 24 (5): 439–52.
  38. Omidyar, P., 2018, ‘6 ways social media has become a direct threat to democracy’, Winter.
  39. Onuba, I., 2018, ‘Nigeria’s unemployment rate rises to 23.1% – NBS’, Punch, 19 December.
  40. Onyechi, N., 2015, ‘Taking their destiny in their hands: social media, youth participation and the 2015 political campaigns in Nigeria’, African Journalism Studies.
  41. O’Reilly, T., and Battelle, J., 2004, ‘Web as Platform’, Opening Welcome: State of the Internet Industry, San Francisco, 5 October.
  42. Parry, G., George, M., and Neil, D., 1992, Political Participation and Democracy in Britain, Cambridge: Cambridge University Press.
  43. Premium Times, 2018, ‘#Gnaduje gate: video showing Kano governor receiving bribe is authentic, publisher tells investigative committee’, 25 October, https://www.premiumtimesng.com/news/headlines/294292-gandujegate-video-showing-
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  45. Proshare.com, 2020, ‘Nigeria’s unemployment rate moves up to 27.1% in Q2 2020 from 23.1% in Q3 2018 – NBS’, https://www.proshareng.com/ news/Nigeria%20Economy/Nigeria-s-Unemployment-Rate-Moves-Up-to-27.1Percent-in-Q2-2020-from-23.1Percent-in-Q3-2018---NBS/52770/, accessed 3 March 2021.
  46. Rast, D., Hogg, M., and Moura, G., 2018, ‘Leadership and social transformation: the role of marginalized individuals and groups’, Journal of Social Issues 74 (1). Ruggiero, T. E., 2000, ‘Uses and gratifications theory in the 21st century’, Mass Communication and Society 3 (1): 3–37.
  47. Ruskell, N., ‘New media and social media’s role in the future of democracy’, file:///C:/Users/IITS/Downloads/New_media_and_social_medias_role_in_the.pdf, accessed 3 March 2021.
  48. Sahara Reporter, 2018, ‘Transparency International ranks Nigeria 148th world’s least corrupt country’, 24 February.
  49. Shamsu, D. A, Mohamad, B., and Muda, S., 2017, ‘Youth online political participation: the role of Facebook use, interactivity, quality information and political interest’, SHS Web of Conferences, EDP Sciences: 1–10.Spence, J., 2005, ‘Concepts of Youth’, in Working with Young People, London and Thousand Oaks, CA: Sage.
  50. Transparency International, 2020, Corruption Perception
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  53. https://www.un.org/esa/socdev/documents/youth/fact-sheets/youth-political- participation.pdf, accessed 3 March 2021.
  54. Van Deth, J. W., 2001, ‘Studying political participation: towards a theory of everything’, paper presented in joint sessions of workshops of the European Consortium for Political Research, Grenoble, 6–11 April.
  55. Verba, S. and Nie, N. H., 1972, Participation in America: Political Democracy and Social Equality, New York: Harper and Row.
  56. Wilkes A., 2014, ‘When Leaders Repress: A Study of African States’, University of Central Florida, Electronic Theses and Dissertations.
  57. William, B., 2016, ‘The youth unemployment challenge in Africa: What are the drivers?’, Economic and Labour Relations Review, London: Sage.
  58. Williams, A., 1996, ‘Literature in the time of tyranny: African writers and the crisis of governance’, Third World Quarterly 17 (2): 349–66.
  59. Wil iams, D., and Whiting, A., 2013, ‘Why people use social media: a uses and gratifications approach’, Journal of Qualitative Market Research 16 (4): 1–8.
Read More

References


Adelakun, L. A., 2018, ‘Analysis of social media abuse in Nigerian politics: is regulation necessary?’, MCC, June, 2 (1): 1–20.

Adeloju, A., 2016, ‘Youth network on Facebook and Twitter during the 2015 General Elections in Nigeria’, Journal of African Elections 15 (2): 25–49.

Al-Jabri, I. M., Sohail, M. S., and Ndubisi, N. O., 2015, ‘Understanding the usage of global networking sites by Arabs through the lens of uses and gratifications theory’, Journal of Service Management 26 (4): 662–720.

Apuke, O. D., and Tunca, E. A., 2018, ‘Understanding the implications of social media usage in the electoral processes and campaigns in Nigeria’, Global Media Journal 16 (31): 1–8.

Arthur, C., Angeline S., Vincent C. et al., 2013, ‘Good governance, democracy and leadership styles in Africa’, IOSR Journal of Humanities and Social Science 14 (5), September–October.

Ayeni, P., 2019, ‘The role of social media in voter sensitization in Nigeria’, American Journal of Computer Science and Information Technology 7 (1), Issue 3.

Boyd, D. M., and Ellison, N. B., 2008, ‘Social network sites: definition, history, and scholarship’, Journal of Computer-Mediated Communication 13: 210–30.

Coombs, T., Falkheimer, J., Heide, M. et al., 2016, eds, ‘Strategic communication, social media, and democracy: the challenge of the digital naturals’, Journal of Communication 66.

Dagona, Z. K., Karick, H., and Abubakar, F. M., 2013, ‘Youth participation in social media and political attitudes in Nigeria’, Journal of Sociology, Psychology and Anthropology in Practice 5 (1), April.

Daily Trust, 2017, ‘Large lies of lying Lai Mohammed’, https://dailytrust.com/large- lies-of-lying-lai-mohammed, accessed March 2021.

Daniel, Y., 2019, ‘Social media and the 2015 election: flashback’, Tell Nigeria, 11 March.

Dunne, A., Lawlor, M., and Rowley, J., 2010, ‘Young people’s use of online social networking sites: a uses and gratifications perspective’, Journal of Research in Interactive Marketing 4 (1): 46–58.

Essoughou, A. M., 2016, ‘Young Africans put technology to new use: Kenya software tool for political participation’, African Renewal, United Nations Department of Public Information 214 (1), April.

Gambo, H., 2015, ‘“We have a few questions for you!” EnoughisEnough Nigeria to host Cross River’s first youth-focused governorship debate’.Henze, V., 2015, ‘Youth, revolt, recognition: the young generation during and after the “Arab Spring”’, Mediterranean Institute Berlin, Humboldt University Berlin, available at: https://edoc.hu-berlin.de/bitstream/handle/18452/3764/5. pdf?sequence=1. Hollingshead, A. B., 1949, Elmtown’s Youth: The Impact of Social Classes on Adolescence, New York: Chapman and Hall.

Hsiao, C. H., Chang, J. J., and Tang, K. Y., 2015, ‘Exploring the influential factors in continuance usage of mobile social Apps: satisfaction, habit, and customer value perspectives’, Telematics and Informatics 33 (2): 342–55.

Huang, Z., and Benyoucef, M., 2013, ‘User-centered investigation of social commerce design’, paper presented at the International Conference on Online Communities and Social Computing.

Hossain, A. M., 2019, ‘Effects of uses and gratifications on social media use: the Facebook case with multiple mediator analysis’, PSU Research Review 3 (1): 16–28.

Idang, G. E., 2015, ‘African culture and values’, UNISA Phronimon 16 (2): 1–15. Iwilade, A., 2013, ‘Crisis as opportunity: youth, social media and the renegotiation of power in Africa’, Journal of Youth Studies 16 (8).

Kaase, M., and Marsh, A. 1979, ‘Political Action: A Theoretical Perspective’, in S. Barnes, M. Kaase et al., Political Action: Mass Participation in Five Western Democracies, London: Sage.

Kapoor, K. K., Tamilmani, K., Rana, N. P. et al., 2017, ‘Advances in social media research: past, present and future’, Information Systems Frontiers 1–28.

Katz, K., Blumler J., and Gurevitch, M., 2016, Uses and Gratification Research, Penn State University: Paterno Library.

Kehily, M. J., 2007, Understanding Youth: Perspectives, Identities and Practices, Milton Keynes: Open University Press.

Kietzmann, J. H., Hermkens, K., McCarthy, I. P., et al., 2011, ‘Social media? Get serious! Understanding the functional building blocks of social media’, Business Horizons 54 (3): 241–51.

Kofi Annan Foundation, 2020, Protecting Electoral Integrity in Digital Age: Election and Democracy in Digital Age, file:///C:/Users/IITS/Desktop/FOR%20 PHD/SGSSS/85ef4e5d-kaf-kacedda-report_2020_english.pdf, accessed 3 March 2020.

Lariscy, R. W., Tinkham, S. F. and Sweetser, K. D., 2011, ‘Kids these days: examining differences in political uses and gratifications, internet political participation, political information efficacy, and cynicism on the basis of age’, American Behavioral Scientist 55 (6): 749–64.

Leslie H., 2015, ‘Social media and youth’, International Encyclopedia of Digital Communication and Society.

McQuail, D., 1994, ‘The Rise of Media of Mass Communication’, in D. McQuail, ed., Mass Communication Theory: An Introduction, London: Sage.

McQuail, D., Blumler, J. and Brown, J., 1972, ‘The Television Audience: A Revised Perspective’, in D. McQuail., ed., Sociology of Mass Communications, Harmondsworth: Penguin.

Milbrath, Lester W. and Goel, M. L., 1977, Political Participation: How and Why People Get Involved in Politics, Chicago, IL: RandMcNally.

Mustapha, L., Gbonegun V., and Mustapha, M., 2016, ‘Social media use, social capital, and political participation among Nigerian university students’, Trípodos 39. Mutahi, P., and Kimari, B., 2017, The Impact of Social Media and Digital Technology on Electoral Violence in Kenya, IDS Working Paper 493, Institute of Development Studies.

Nairaland, 2017, ‘Top 50 lies of Lai Mohammed (study report)’, https://www. nairaland.com/3888374/top-50-lies-lai-mohammed, accessed 3 March 2021.

Natsa, R., 2019, ‘Youths constitute highest population of votes for 2019 elections– NBS’, http://leadership.ng/2019/02/06/youths-constitute-highest-population-of-voters-for-2019 elections-nbs/, accessed 5 April 2019.

Nunn, K. B., 2002, ‘The child as other: race and differential treatment in the juvenile justice system’, DePaul Law Review 51. Oestreicher-Singer, G., and Zalmanson, L., 2013, ‘Content or community? A digital business strategy for content providers in the social age’, MIS Quarterly 37 (2): 591–616.

Ogo, I., 2015, ‘Enhancing youth elder collaboration in governance in Africa’, The Mandela Institute for Development Studies Youth Dialogue, pp. 1–23.

Ogunlesi, T., 2012, ‘Is Jonathan listening? How street protesters and Northern militias are reshaping Nigeria’s politics’, The Africa Report 38, March.

Ogunlesi, T., 2013, ‘Youth and social media in Nigeria’, http://www.rjr.ru.ac.za/rjrpdf/rjr_no33/Youth_and_Social_media_in_Nigeria.pdf, accessed 3 March 2021.

Okoye, U. O., and Obikeze, D. S., 2005, ‘Stereotypes and perception of the elderly by the youth in Nigeria: implications for social policy’, Journal of Applied Gerontology 24 (5): 439–52.

Omidyar, P., 2018, ‘6 ways social media has become a direct threat to democracy’, Winter.

Onuba, I., 2018, ‘Nigeria’s unemployment rate rises to 23.1% – NBS’, Punch, 19 December.

Onyechi, N., 2015, ‘Taking their destiny in their hands: social media, youth participation and the 2015 political campaigns in Nigeria’, African Journalism Studies.

O’Reilly, T., and Battelle, J., 2004, ‘Web as Platform’, Opening Welcome: State of the Internet Industry, San Francisco, 5 October.

Parry, G., George, M., and Neil, D., 1992, Political Participation and Democracy in Britain, Cambridge: Cambridge University Press.

Premium Times, 2018, ‘#Gnaduje gate: video showing Kano governor receiving bribe is authentic, publisher tells investigative committee’, 25 October, https://www.premiumtimesng.com/news/headlines/294292-gandujegate-video-showing-

kano-governor-receiving-bribe-is-authentic-publisher-tells-investigative- committee,html, accessed 3 March 2021.

Proshare.com, 2020, ‘Nigeria’s unemployment rate moves up to 27.1% in Q2 2020 from 23.1% in Q3 2018 – NBS’, https://www.proshareng.com/ news/Nigeria%20Economy/Nigeria-s-Unemployment-Rate-Moves-Up-to-27.1Percent-in-Q2-2020-from-23.1Percent-in-Q3-2018---NBS/52770/, accessed 3 March 2021.

Rast, D., Hogg, M., and Moura, G., 2018, ‘Leadership and social transformation: the role of marginalized individuals and groups’, Journal of Social Issues 74 (1). Ruggiero, T. E., 2000, ‘Uses and gratifications theory in the 21st century’, Mass Communication and Society 3 (1): 3–37.

Ruskell, N., ‘New media and social media’s role in the future of democracy’, file:///C:/Users/IITS/Downloads/New_media_and_social_medias_role_in_the.pdf, accessed 3 March 2021.

Sahara Reporter, 2018, ‘Transparency International ranks Nigeria 148th world’s least corrupt country’, 24 February.

Shamsu, D. A, Mohamad, B., and Muda, S., 2017, ‘Youth online political participation: the role of Facebook use, interactivity, quality information and political interest’, SHS Web of Conferences, EDP Sciences: 1–10.Spence, J., 2005, ‘Concepts of Youth’, in Working with Young People, London and Thousand Oaks, CA: Sage.

Transparency International, 2020, Corruption Perception

Index, https://www.transparency.org/en/cpi/2020/index/nga, accessed 3 March 2021.

United Nations Youth, 2012, ‘Youth, political participation and decision-making’,

https://www.un.org/esa/socdev/documents/youth/fact-sheets/youth-political- participation.pdf, accessed 3 March 2021.

Van Deth, J. W., 2001, ‘Studying political participation: towards a theory of everything’, paper presented in joint sessions of workshops of the European Consortium for Political Research, Grenoble, 6–11 April.

Verba, S. and Nie, N. H., 1972, Participation in America: Political Democracy and Social Equality, New York: Harper and Row.

Wilkes A., 2014, ‘When Leaders Repress: A Study of African States’, University of Central Florida, Electronic Theses and Dissertations.

William, B., 2016, ‘The youth unemployment challenge in Africa: What are the drivers?’, Economic and Labour Relations Review, London: Sage.

Williams, A., 1996, ‘Literature in the time of tyranny: African writers and the crisis of governance’, Third World Quarterly 17 (2): 349–66.

Wil iams, D., and Whiting, A., 2013, ‘Why people use social media: a uses and gratifications approach’, Journal of Qualitative Market Research 16 (4): 1–8.

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