Unveiling Political Participation Dynamics: The Impact of Social Media Skits on Youth Engagement in the 2023 Nigerian General Elections

Abstract

The issue of apathy among young people towards participating in political activities, such as campaigns and voting, has sparked numerous discussions throughout Nigeria. Notably, the 2023 General Election in Nigeria witnessed a noteworthy increase in youth involvement in political activities. However, the extent to which this participation can be attributed to political campaigns and mobilization on social media, particularly through the use of media skits, remains unclear. This study explores the role of social media skits in shaping youth political engagement during the 2023 general election in Nigeria. With the surge of social media as a political tool and the unique infusion of creative skits, this research addresses the impact on youth participation, perceptions of political candidates, and potential drawbacks of this digital phenomenon. Grounded in Cultivation Theory, the study utilises a descriptive survey approach with 340 participants in Lagos State, Nigeria. Findings indicate that social media skits positively influence youth political knowledge and behaviour, yet concerns about misinformation emerge. Recommendations encompass fact-checking for content creators, critical media literacy for youths, comprehensive social media strategies for political parties, and the implementation of regulatory frameworks by governments to balance freedom of expression and prevent misinformation. The study contributes insights into leveraging social media for effective youth engagement in political discourse.

Keywords: General election, media skits, politics, social media, youths