The advent of Internet 2.0 otherwise known as social media as a factor in global politics and governance has been of such profound significance that dozens of research studies have been carried out (though few in Nigeria) in a bid to more fully comprehend this phenomenon and properly situate it in the range of factors which interrelate to give a democracy its character.
Social media, properly so called, refer to “those forms of electronic communication such as websites through which users create online communities to share information, ideas, personal messages and other contents such as videos” (Merriam-Webster dictionary). Examples such as Facebook, Twitter and Instagram have become ubiquitous and part of our daily lives. They have been added to the bouquet of conventional media like television, radio and print like newspapers and magazines with the difference however that the content of social media is user-generated with an interactive multi-directional nature.
In Nigeria, a country with an internet penetration of 50.2% (about 98.3m users) of its population,at least 17m people visit Facebook every month, the highest in Africa. Of this number, at least 7.2m Nigerians visit Facebook daily with 97% of them accessing it through mobile phones. These are huge numbers of significance when placed side-by-side with the about 29m who voted in the 2015 elections.
Social media has increasingly become the go-to place for news and information among a huge swathe of the Nigerian populace. With traditional mediastables maintaining presence on Facebook, Twitter and other platforms, social media has become all-encompassing as news provider and interactive network where readers not only get news but can give vent to their feelings on what they read.
Related to politics is the role social media has played in governance in Nigeria. Some landmark events like the fuel subsidy protests in 2012 were organized mainly from social media. Participants were mobilized using Facebook and Twitter to pour out into the streets in major Nigerian cities to protest the increase in petrol pump price in January 2012, an action which led the Jonathan govt to buckle under pressure and announce a reduction from its proposed N145/litre to N97/litre.
Also, the Bring Back Our Girls campaign in the wake of the Chibok kidnapping started as a hashtag on Twitter and ballooned into a global movement that saw the participation of world leaders, celebrities and notable personalities forcing the government of the day to rouse itself from its lethargy and institute enquiries into the dastardly abduction.
Social media has also served to give a voice to the oppressed in a society where access to justice is often tedious. A typical example is the case of a cripple who was badly beaten-up by soldiers in Onitsha for wearing camouflage shorts. After videos of the brutality trended on social media, the military authorities took notice, court-martial action was instituted against the soldiers and the victim was compensated.
In political campaigns, Barack Obama, former US President, made history as the first American President to use social media to campaign (and win) elections in 2008, skilfully deploying social media platforms to generate interest, raise campaign funds and propagate his ‘Yes, we can’ message in the elections which broke racial barriers. Since then, politicians appear to have awoken to the immense potentials of the large aggregation of voters in the interactive space that social media provides.
Former President Goodluck Jonathan similarly made history in Nigeria as he became the first President to announce his bid for the nation’s top job in 2010 when he posted his intentions on Facebook. Since then, social media has taken on the distinctive appearance of a marketplace for political ideas and canvassers have become hugely popular on account of political views.
There are many who hold the view that President Muhammadu Buhari won the 2015 election on social media before winning it on the ballot. Perhaps the ferocity of his supporters who blanketed social media with his messages did a lot to turn the tables of perception in his favour.
Most importantly, the General’s image as a dictatorial, pro-Northern politician was given what analysts have called the most effective and comprehensive laundering ever in Nigeria’s history as a result of the blitzkrieg of propaganda which attended his campaigns. It is noteworthy that many of those online personalities a.k.a ‘social media influencers’ who participated in this propaganda storm have publicly repented and lost a lot of their following as a result of the realities which Nigerians are faced with in the Buhari Presidency today but that is a discussion for another day.
It can be said that the Peoples Democratic Party (PDP)’s loss in 2015 started when they could find no answers to the massive image makeover which the All Progressives Congress candidate underwent on social media. This may seem far-fetched but when one considers the close interaction between traditional media and social media in a symbiotic relationship where the former gets the bulk of its news from trending stories in the latter, the true impact of social media vis-à-vis image, publicity and propaganda in politics will be fully understood.
Without a doubt, social media has revolutionized the way political campaigns are carried out in Nigeria. Because of the freely participatory nature of its interactions, ease of access to everyone, efficient real-time communication abilities and wide unimaginable reach, social media has completely alteredmedia calculations in political campaigning. Political reputations can be made (and lost) on social media just as it provides candidates with an inexpensive mode of passing across messages.
Question are often asked: Are the real voters on social media? Is popularity on social media a guarantee to winning elections in Nigeria? Asides the relevance of numbers highlighted above, the answers to these questions can be gleaned in several thought lines.
First, there’s nowhere else where the campaign for the possession of Permanent Voters Card (PVC) is taken more seriously than in social media circles. In endless discussions about Nigeria’s circumstances, it has become fashionable to ask ‘where is your PVC?’, several hashtags have been created to emphasize this and the awareness of the PVC being a citizen’s real power over bad governance is frightfully high on social media to the extent that online groups have been created for the sole purpose of getting members not just obtain their PVCs but also participate in on-ground mobilization of other Nigerians for the same purpose.
Furthermore, if 7.2m Nigerians visit just one social media platform, Facebook, every day, the multiplier effect in terms of information dissemination will be profound in the sense that those numbers will pass around the news they received from the platforms to others in a country where word-of-mouth in personal interactions is a highly efficient means of communication. If one considers that Facebook now appears in Hausa language and global media bodies like BBC which have social media pages also appear in a range of indigenous Nigerian languages, it can be easily seen that the illiteracy factor which would have constituted a barrier to the 70m illiterate Nigerians has been checkmated.
But perhaps the most potent factor in the effectiveness of social media in political campaigns is the rise in penetration of smartphones, the platform upon which social media are delivered to users. A report by a frontline retail outfit in Nigeria states that there are now about 21m smartphones in the country, a number just 7m shy of the total votes recorded by the two leading candidates in the 2015 elections. This number, interpreted in political terms, means a possible 21m Nigerians can be reached with political messages on several platforms including Whatsapp and other non-internet-based networking platforms. Political strategists will do well to explore these figures.
Inspite of its drawbacks like being the centre of hate-speech propagation, social media has come to stay. Its main crowd is the army of young people who make up over half Nigeria’s population who find it the most unhinderedand unlimited avenue for letting out steam in a country where their interests are often relegated in the scheme of things.
As internet penetration increases, social media is set to become the most potent force in political mobilization in Nigeria in future elections.
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