Digital Media, Propaganda and Voter Behaviour: A Comparative Analysis of the 2015 and 2023 Presidential Elections in Nigeria

Abstract

The intersection of digital media, propaganda, and voter behaviour has become increasingly prominent in contemporary political discourse, particularly in developing democracies such as Nigeria. This study comparatively investigated the impact of digital media on voters' behaviour in the 2015 and 2023 presidential elections in Nigeria, with a specific focus on how propaganda was deployed through digital media to influence public perception and electoral outcomes in both polls. Anchored in media dependency theory, the research examined the strategic use of digital media, such as blogs, online news platforms, and messaging applications, by political actors and interest groups to frame narratives and perceptions, spread information and misinformation, and mobilise support. Using a comparative qualitative content analysis, the study analysed digital campaign content, news reports, and user engagement patterns across the two electoral cycles. The study's findings indicate that digital media serves as a strategic tool for democratic expression, political communication, and voter manipulation in Nigeria. The study concluded that both elections highlighted the increasingly central role of digital media in shaping voter perception and political legitimacy in Nigeria's democracy. The study recommends strengthening media literacy initiatives, clarifying digital regulation, and implementing targeted electoral reforms to mitigate the adverse effects of propaganda and safeguard democratic processes.