FROM ANALOGUE TO DIGITAL POLITICAL MOBILIZATION: HOW NEW MEDIA TECHNOLOGY REVOLUTIONIZED NIGERIA'S 2015 GENERAL ELECTION

Abstract

The advancement of new media technology has had a significant impact on elections and the democratic process in Nigeria. This study examines the impact of new media technology on electoral victory, with a focus on Nigeria’s 2015 general election. The study explores why young people changed their attitudes towards elections by analyzing the involvement of new media technology in the 2015 election. The research uses descriptive and documentary methods to collect and analyze data. The findings show that new media technology is a powerful tool for mass communication and mobilization, and was instrumental in shaping election results by enhancing citizens’ participation in the democratic process. With the effective use of new media technology, political parties and politicians can enhance political mobilization for electoral victories. The study also discusses the role of the media and the press in democracy and how the new media differs from the traditional press. The new media relies heavily on computer-based technology to facilitate the creation and sharing of information, ideas, career interests, and other forms of expression via virtual communications and networks. In comparison, traditional media like print and broadcast emphasize balance and objectivity in information dissemination. The use of new media technology in political campaigns has revolutionized electoral processes, enabling political candidates to directly contact a large number of people, raise funds, and solicit support at a low cost.