INFLUENCE OF SOCIAL MEDIA IN STUDENT POLITICAL CAMPAIGN IN HIGHER INSTITUTION. A CASE STUDY OF UNIBEN SUG ELECTION

ABSTRACT

The study looks at the topic " Influence of social media in student political campaign in higher institution. A case study of Uniben Sug election". The objectives of this study were to find out how social media influences student union political campaign in Uniben, ascertain the most adopted whatsapp channel through which students of the university of Benin primarily expose themselves to student union political campaigns in Uniben, determine if social media has the power to affect the choice or decision of political voters, determine the pitfalls in the use of social media in students’ political campaigns in Uniben. The study used the survey research design with questionnaire as a tool to extract response from the respondents with a sample size of 398 students. It was found out Social media (WhatsApp), influence Students’ union political campaign in Uniben. Uniben Students are primarily exposed to student union social media campaigns through WhatsApp groups. Whatsapp affects students’ decision to support a candidate through informative information and sensationalized stories. The pitfalls that student politicians in Uniben encounter, while using WhatsApp for their political campaigns is ignoring of messages, fake news and mis leading information. To navigate the pitfalls, it is imperative for candidates and the Students' Union to implement strategies that promote responsible communication. This includes fact-checking information before dissemination, actively engaging with students to address concerns, and fostering a culture of open dialogue within the virtual spaces of WhatsApp groups. The study then recommended that A code of ethics for Students' Union political campaigns on WhatsApp can be implemented. This will ensure that candidates pledge to uphold principles of honesty, transparency, and fairness. The university can enforce these ethical standards through monitoring mechanisms and penalties for candidates found spreading false information. In order to promote a culture of ethical campaigning that will contribute to a more respectful and trustworthy political environment. Beyond WhatsApp, the use of diverse online platforms for student engagement should be encouraged. This approach ensures a more comprehensive and inclusive campaign strategy, reducing the risk of information overload and enhancing the entire democratic process.