International Journal of Advanced Mass Communication and Journalism
  • Printed Journal
  • Refereed Journal
  • Peer Reviewed Journal

P-ISSN: 2708-4450, E-ISSN: 2708-4469

International Journal of Advanced Mass Communication and Journalism


2020, Vol. 1, Issue 1, Part A
Social media and political mobilization: A study of electorate’s preparation for 2019 presidential election in cross river state


Author(s): Godswill John and Ibe, Ukam Ekuma

Abstract: This study on Social Media and Political Mobilization basically sought examine how electorates were mobilized through social media for the 2019 Presidential election in Cross River State. The study was guided by five objectives as well as five research questions. The study was anchored on Marshall Mcluhan’s Technological Determinism Theory which states that technology shapes how individuals in a society think, feel, act, and how the society operates. The theory further assumes that technology drives development in any given society. Survey methodology was adopted. Accordingly, a sample size of 384 was drawn from the study population of 227,255. The study utilized the closed-ended questionnaire and in-depth interview as instruments of data gathering. The major findings of the study showed that the social media, particularly, particularly Facebook serves as the main channel of political mobilization in modern democratic society. The electorates relied on social media as the main source of information and the basis on which they formed their opinions and voting decision. Adequate mobilization and enlightenment of the people enabled them to participate fully in the political process. Further findings showed that social media had the potential of abuse by desperate actors in the political space. Based on the findings; the researcher recommended among other things that there should be increased use of social media in all the electioneering processes. Social media should also be deployed for other forms of mass mobilization rather than leaving it for political campaigns solely. Government should put in place well-articulated guidelines (regulatory framework) on how political parties should use the online media networks for electioneering campaigns and other political activities to stem the ugly tide of utilization of the platforms for selfish reasons.

Pages: 23-32 | Views: 177 | Downloads: 90

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How to cite this article:
Godswill John and Ibe, Ukam Ekuma. Social media and political mobilization: A study of electorate’s preparation for 2019 presidential election in cross river state. International Journal of Advanced Mass Communication and Journalism. 2020; 1(1): 23-32.
International Journal of Advanced Mass Communication and Journalism