PUBLIC PERCEPTION OF THE ROLE OF SOCIAL MEDIA IN PROMOTING YOUTH

ABSTRACT

As technological advancements continue to shape society, social media platforms have emerged as influential tools for political engagement and information dissemination, especially among the younger population. This research examines the public perception of the role of social media in promoting youth participation in the 2023 electoral process. The research employs a quantitative survey and qualitative interviews to gain a comprehensive understanding of public attitudes and experiences and utilizes the Agenda-setting and Uses and Gratification theories as theoretical frameworks. A total of 100 respondents drawn from two ward in Oredo Local Government Area of Edo were sampled through a structured online questionnaire. The findings reveal that social media plays a crucial role in the political engagement and participation of Nigerian youths during the 2023 elections. It significantly impacts their political awareness, decision-making, and understanding of campaign messages. It also reveals that social media is seen as an essential tool that facilitates political involvement beyond the digital space and bridges the gap between the government and citizens, leading to more active political participation and a positive perception of its roles in the electoral process. Consequently, the study recommends that political actors should understand and harness the potential of social media in enhancing youth participation and strengthening democratic processes. It also recommends that candidates should create engaging content that resonates with young voters to help reach a broader audience and encourage political participation among the youths.