KEMI OGUNBADENIYI

This study examined the impact of social media on voting behaviour and youth advocacy in Edo State during the 2024 governorship election. The increasing penetration of digital technologies has transformed political communication, making social media a central platform for political engagement, particularly among youths. The study was guided by four specific objectives: to assess the level of youth engagement on social media during the election, to analyse how social media content influenced voting decisions, to evaluate the role of social media in youth advocacy movements, and to identify the challenges and opportunities associated with its use in political participation. A quantitative research design was adopted using a cross-sectional survey method. Data were collected from 400 respondents, out of which 389 valid responses were analysed. The data were analysed using descriptive statistics and inferential tools such as chi-square and Pearson correlation. Findingsrevealed a high level ofsocial media engagement among youths, with a majority actively following and sharing election-related content. The study further found that social media had a significant influence on voting behaviour, as a substantial proportion of respondents reported that social media content shaped their voting decisions and candidate preferences. In addition, the study established that social media played a meaningful role in youth advocacy, with many respondents participating in online campaigns and voter education activities. However, the study also identified major challenges, including the widespread dissemination of misinformation and difficulty in distinguishing credible information from false content. Hypotheses testing confirmed that social media significantly influenced both youths voting behaviour and advocacy outcomes during the election. The study concludes that social media is a powerful tool for political mobilization and participation among youths in Edo State, though its effectiveness is moderated by issues of misinformation and digital literacy. It recommends that policymakers, electoral bodies, and stakeholders strengthen digital literacy initiatives, regulate misinformation, and leverage social media platforms for effective civic engagement and voter education.

This study examines the evolution of political campaign strategies and their impact onvoterbehaviour in Benin City, Nigeria, through a comparative analysis of the 2019 and 2023general elections. In 2019, campaigns predominantly relied on traditional methods such as rallies, posters, radio jingles, door-to-door canvassing, and face-to-face mobilization, which reinforcedpartyloyalty, personality politics, and ethno-regional affiliations, particularly in rural and semi-urbanareas. By 2023, there was a notable shift toward digital strategies, including social mediaplatforms (Twitter, Facebook, WhatsApp, Instagram), targeted messaging, influencerendorsements, and data-driven audience segmentation, which effectively mobilized urbanyouthand disillusioned voters seeking transparency, reform, and candidate competence over partyidentity. Despite this, challenges persisted, including the digital divide (limiting online reachinrural areas), misinformation, fake news, vote-buying, voter apathy, and security concerns. Theresearch highlights hybrid campaign models combining traditional and digital approaches, variations in voter behaviour across socio-demographic groups (e.g., age, urban-rural divide), and the growing influence of candidate-based politics. Guided by research questions onpredominant strategies, differences in voter behaviour, the role of digital media, and influencingfactors, the study aims to identify campaign methods, analyze behavioural shifts, assess mediainfluences, and investigate responsiveness factors. Focused solely on Benin City andthetwospecified election cycles, this work contributes to understanding political communication, enhances strategies for ethical engagement, supports voter education efforts, and providesinsights for strengthening democratic processes in Nigeria.

This study examined the effect of party politics and the nature of political campaigns in Nigeria, with specific emphasis on the 2023 presidential election in Edo State. Proportionate stratified random sampling was used to select 135 respondents and this formed our sample size. Three hypothesis was formulated to guide the study. The data used in this study was collected from both primary and secondary sources. The primary method or sources of data collection included the use of a research instrument (the questionnaire). Some research questions were asked as guide to the respondents in order to elicit firsthand information on the subject matter. Secondary sources of data collection on the other hand, included textbooks, journal, government documents and internet materials. The study adopted the use of simple percentage, tables, descriptive content approach and Chi-Square to analyze the data collected and test hypothesis. The study revealed that there is significant relationship between language used by politicians and electoral violence, it was also revealed that political debates/interview has positive significant influence on electorates during election in Edo State. Based on the research findings, the study recommended that Political candidates and parties should strive to practice politics without bitterness by making frantic efforts to inform or persuade electorates rather than deceive them with enticing words. Political candidates and parties should adopt simple expressions to communicate their political agenda without the use of force, violence, destructive tendencies and unhealthy rivalry.