SOCIAL MEDIA AND POLITICAL MOBILIZATION

ABSTRACT

The study looks at the topic "Social Media And Political Mobilization: The Strategy Of The Labour Party In The 2023 General Elections In Nigeria”. The objectives of this study are to find out the extent to which social media affects political mobilization and how it was used as a tool by Labour Party in the 2023 general elections. In recent years, social media has emerged as a powerful tool for political mobilization and engagement, providing political parties and candidates with new avenues to connect with voters and promote their agendas. This research project explores the strategic utilization of social media by the Labour Party in the context of the 2023 general elections in Nigeria. The study delves into how the party leverages various social media platforms to mobilize support, disseminate campaign messages, and interact with the electorate. The project employs a mixed-methods approach, combining qualitative and quantitative analysis to provide a comprehensive understanding of the Labour Party's social media strategy. Qualitative interviews with party officials, campaign strategists, and social media managers offer insights into the design and implementation of the social media mobilization strategy. Content analysis of social media posts, engagement metrics, and sentiment analysis provide a quantitative assessment of the strategy's effectiveness in reaching and engaging the electorate. The study used the survey method of research with questionnaire as a tool to elicit response from the respondents with a sample size of 353 students. By examining the Labour Party's social media strategy in the specific context of the 2023 general elections in Nigeria, this project contributes valuable insights into the evolving dynamics of political communication and mobilization in the digital age. The findings will shed light on the effectiveness of social media as a mobilization tool and provide recommendations for political parties seeking to optimize their online presence for electoral success. The researcher recommended that political parties, political candidates and governmental organizations should establish a strong presence to inform their electorates, the government should promote the development of ICT initiatives throughout the nation.