NJOMACS

This study examined the use of social media in mobilising youths during the 2023 governorship election in Nasarawa State, with specific focus on three (3) Local Government Areas across the senatorial districts: Keffi (Nasarawa West), Lafia (Nasarawa South), and Akwanga (Nasarawa North). It investigated how several social media platforms, particularly Facebook, Twitter, WhatsApp, and Instagram, were utilized to engage and mobilise young voters aged 18-35. The study is guided by Technological Determinism Theory and Public Sphere Theory, it employed a triangulation approach, using questionnaires and interviews to collect data from 370 respondents selected via multistage sampling from a population of 309, 245. Quantitative data were analysed with tables and percentages, while qualitative data were thematically interpreted. Findings showed that youths used Facebook (126: 34%), WhatsApp (66; 17.8%), Instagram (66; 17.8%), Twitter (56; 15.2%), and YouTube (56; 15.2%), with Facebook being the most prevalent. Photographs (104; 28%) and text (104; 28%) dominated content as images captured events vividly, while text facilitated discussion. Social media was used mostly to post party-political updates, mobilise campaign activities, induce voting decisions, expose opponents, and share messages about preferred candidates. The platforms also enhanced youth commitment, loyalty, and active participation in political processes. Challenges included limited trust in content, low awareness of social media potential, inadequate support from politicians, financial constraints in acquiring internet-enabled devices, and limited ability to understand online content, with financial limitations being most significant. Suggested solutions involved providing youths with internet-enabled phones and data access to support engagement. The study concluded that effective youth mobilization requires strategic use of Facebook and other popular social media platforms, which can enhance participation, political awareness, and engagement in governance.