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When Social Media Becomes a Problem: An Analysis of Communication Failures in Contemporary Nigerian Political Campaigns
Subject area: Arts, Social Sciences and Humanities · Area of research: Political Communication
DOI: https://doi.org/10.64388/IREV9I11-1717826
Abstract
This study examined the communication failures arising from the use of social media in contemporary Nigerian political campaigns, with a focus on residents of Uyo. Guided by Uses and Gratifications Theory, the study sought to identify the forms of communication failures that occur, the internal organisational practices that contribute to these failures, and the ways in which social media affordances amplify campaign weaknesses. A survey design was adopted, with a sample size of 399 respondents determined using Taro Yamane’s formula. Data were collected through a structured questionnaire and analysed using frequency distributions, percentages, and tables. Findings revealed that the most prevalent communication failures included exposure to misinformation (72.7%), fake campaign promises (70.2%), delayed clarifications (67.7%), and contradictory messages (65.2%). These failures were linked to weak internal organisational practices such as poor message coordination and inadequate crisis response mechanisms. The study also found that the interactive and viral features of platforms like Facebook, WhatsApp, and Twitter exacerbated these weaknesses, leading to widespread distrust of political actors (75.2%) and negative perceptions of campaigns (72.7%). The study concludes that political campaigns in Nigeria are failing to meet voters’ informational and participatory gratifications, thereby undermining trust and democratic participation. It recommends stronger internal communication structures, coordinated messaging, and responsible use of social media affordances to restore credibility in political communication.
How to cite this paper
@article{1717826,
author = {Ubong Etetor Ebong, Ewaoyenikan, Adekunle Benson},
title = {When Social Media Becomes a Problem: An Analysis of Communication Failures in Contemporary Nigerian Political Campaigns},
journal = {Iconic Research And Engineering Journals},
year = {2026},
volume = {9},
number = {11},
pages = {1979-1988},
issn = {2456-8880},
url = {https://www.irejournals.com/formatedpaper/1717826.pdf},
abstract = {This study examined the communication failures arising from the use of social media in contemporary Nigerian political campaigns, with a focus on residents of Uyo. Guided by Uses and Gratifications Theory, the study sought to identify the forms of communication failures that occur, the internal organisational practices that contribute to these failures, and the ways in which social media affordances amplify campaign weaknesses. A survey design was adopted, with a sample size of 399 respondents determined using Taro Yamane’s formula. Data were collected through a structured questionnaire and analysed using frequency distributions, percentages, and tables. Findings revealed that the most prevalent communication failures included exposure to misinformation (72.7%), fake campaign promises (70.2%), delayed clarifications (67.7%), and contradictory messages (65.2%). These failures were linked to weak internal organisational practices such as poor message coordination and inadequate crisis response mechanisms. The study also found that the interactive and viral features of platforms like Facebook, WhatsApp, and Twitter exacerbated these weaknesses, leading to widespread distrust of political actors (75.2%) and negative perceptions of campaigns (72.7%). The study concludes that political campaigns in Nigeria are failing to meet voters’ informational and participatory gratifications, thereby undermining trust and democratic participation. It recommends stronger internal communication structures, coordinated messaging, and responsible use of social media affordances to restore credibility in political communication.},
month = {May},
doi = {https://doi.org/10.64388/IREV9I11-1717826}
}