Strategic Communication and Electoral Outcomes in Nigeria: Examining the Influence of New Media Campaigns on Voter Behaviour
Main Article Content
Abstract
This study explores the role of strategic communication in Nigerian political campaigns, emphasizing the impact of new media and messaging strategies on electoral outcomes. This research aims to fill this gap by providing a comprehensive analysis of how strategic communication, facilitated by new media, influences political campaigns and electoral results in Nigeria. Two pertinent theories deployed for the study are the Agenda-Setting Theory and the Uses and Gratifications Theory. A questionnaire survey was administered to a diverse sample of Nigerian voters, yielding insights into demographic characteristics, primary sources of political information, and perceptions of strategic communication effectiveness. This study underscores the critical role of strategic communication in Nigerian political campaigns, particularly through digital platforms. The findings reveal that a well-educated and economically diverse electorate, predominantly middle-aged and self-employed, engages actively in political discourse. With social media emerging as the primary source of political information, platforms such as Instagram and Twitter have become pivotal in mobilizing and influencing voters, especially young adults. The study highlights that message consistency and clarity significantly impact voter behavior, reinforcing the effectiveness of emotional and issue-based messaging. It is recommended that political organizations and media houses should conduct digital literacy campaigns to help voters critically assess political information just as an increased interactivity on social media platforms can enhance direct engagement between political actors and the electorate. Policymakers should implement guidelines to curb misinformation and promote fact-based political communication. Social media platforms should collaborate with electoral bodies to prevent the spread of misleading political content.
Article Details
How to Cite
Kayode, O. J., Abdullahi Aliyu Maiwada, Mohammed Jibril Nasir, & Joseph Ifeoluwa Joy. (2026). Strategic Communication and Electoral Outcomes in Nigeria: Examining the Influence of New Media Campaigns on Voter Behaviour. Polit Journal Scientific Journal of Politics, 6(2), 133-149. Retrieved from https://www.biarjournal.com/index.php/polit/article/view/1534
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References
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Adegoke, Y. A., & Onapajo, H. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Adekanye, B. (2016). The Role of Print Media in National Development: The Nigerian Experience. Journal of African Studies and Development, 8(2), 19-27.
Ademosu, I., Aondover, E. M., Osadolor, B., & Abraham, B. (2025). Divisive politics: analysis of ethnic rhetoric and hate speech in the 2023 Lagos Governorship elections. Frontiers in Political Science, 7, 1663797.
Adetula, A. O., & Ayodele, J. O. (2018). Voter Education and Political Participation in Nigeria: A Study of the 2015 General Elections. African Journal of Political Science and International Relations, 12(4), 72-89.
Adigwe, F., & Omidian, T. (2017). Challenges of New Media in Nigerian Political Campaigns: The Role of Fake News and Misinformation. Journal of Media Ethics, 14(3), 245-262.
Adisa, T. A., & Madinga, N. W. (2020). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 12(2), 191-208.
Akinola, A. O. (2018). Disruptive technologies and democratic development in Africa: Lessons from Nigeria. Journal of African Media Studies, 10(2), 183-200.
Akinola, A. O., & Oladeji, T. M. (2019). Emotional Appeals in Nigerian Political Campaigns: A Study of Television Advertisements. Journal of Political Marketing, 18(3), 256-271.
Akintunde, T., & Olumide, A. (2017). Trust in Political Institutions and Electoral Behaviour in Nigeria: Insights from the 2015 General Elections. Journal of Governance and Development, 14(2), 89-104.
Akpan, N. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Aluko, O. O., & Akinbode, M. O. (2017). Combating Fake News in Nigeria's New Media Space: Strategies and Challenges. Journal of Media and Communication Studies, 9(4), 56-71.
Aondover, E. M. (2024). Media Outlook of Hate Speech in the 2015 and 2019 General Elections in Nigeria. Rotura–Revista de Comunicação, Cultura e Artes, 4(1), 50-63.
Aondover, E. M., & Ademosu, I. (2025). E-learning practices of journalism education in Nigerian higher education institutions: Conceptual context and challenges. In Media and communication systems for sustainability in Nigeria (pp. 451-464). Cham: Springer Nature Switzerland.
Aondover, E. M., & Obasi, M. (2025). Identity and the Narratives of Conflict in Nigerian Media. In Media, Conflicts and the National Security Question: Communicating (In) security in Nigeria, West Africa and the Sahel (pp. 315-334). Cham: Springer Nature Switzerland.
Aondover, E. M., Ademosu, I., & Acheme, R. (2026). Perception of Hate Speech in the 2023 Presidential Political Campaigns on Voter Behaviour in Nigeria. Frontiers in Political Science, 8, 1750183.
Aondover, E. M., Daushe, A. U., Ogunbola, O., & Aondover, P. O. (2025). Media coverage of internally displaced persons in two selected newspapers in Nigeria. Journal of Migration and Health, 11, 100301.
Aondover, E. M., Ogri, E., Obukoadata, P., & Ogri, O. (2025). Nigerian Media Practitioners, Editorial Freedom and Owners’ Influence: The Continued Triad and Navigation of Conflicting Interests. Editorial Freedom and Owners’ Influence: The Continued Triad and Navigation of Conflicting Interests.
Aondover, E. M., Yar’Adua, S. M., & Aondover, P. O. (2025). Influence of Digital Images on the Propagation of Fake News on Twitter in Russia and Ukraine Crisis. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 59-74.
Aondover, E. M., Yusuf, N. T., & Muhammad, M. (2025). Psychological and Physical Safety of Foreign Journalists Covering Boko Haram Conflict in Borno State, Nigeria. In Navigating Trauma in African Journalism, Volume 1: Scholarly Foundations and Secondary Trauma (pp. 209-228). Cham: Springer Nature Switzerland.
Aondover, P. O., Aondover, E. M., & Babele, A. M. (2022). Two nations, same technology, different outcomes: Analysis of technology application in Africa and America. Journal of Educational Research and Review, 1(1), 001-008.
Bimber, B. (2018). Digital Media in the Political Sphere. In R. K. Niemann, R. F. Kline, & C. G. Christians (Eds.), Handbook of Media Ethics (pp. 251-268). New York: Routledge.
Boulianne, S. (2019). Social Media Use and Participation: A Meta-Analysis of Current Research. Information, Communication & Society, 22(2), 149-169.
Guanah, J. S., Bebenimibo, P., & Aondover, E. M. (2026). Fuel Communications. Fuel, 27(10015), 7.
Joseph, O. O., & Okunade, J. K. (2026). Role of Sit-Tight Syndrome in Undermining Democratic Institutions in Nigeria: A Governance Perspective. Matondang Journal, 5(2), 132-147.
Maradun, L. U., & Aondover, E. M. (2025). Knowledge, Attitudes, and Practice Towards COVID-19 Prevention Messages on Media in North-West, Nigeria. African Journalism Studies, 1-19.
Michael, E. J., & Kayode, O. J. (2014). Nigeria’s communication policy and news determination. Journal of Law, Policy, and Globalization, 23, 8-17.
Mohammed, I., & Aondover, E. M. (2025). News coverage of humanitarian crisis: a study of banditry in Northwest Nigeria. In Handbook on Humanitarian Crises (pp. 209-217). Edward Elgar Publishing.
Nwabueze, C., & Ezebuenyi, E. (2019). New media and the changing face of political communication in Nigeria's 2015 presidential election. Cogent Arts & Humanities, 6(1), 1647765.
Nwafor, K. A. (2020). Political communication in Nigeria: A study of the 2019 general elections. African Journalism Studies, 41(2), 85-101.
Nwanegbo, C., & Ezeani, C. (2020). Political Socialization and Party Loyalty in Nigeria: Insights from the 2019 General Elections. Nigerian Journal of Political Science, 17(2), 45-60.
Nwokorie, C., & Nwosu, U. (2021). Messaging Strategies in Nigerian Political Campaigns: A Study of New Media Platforms. International Journal of Communication, 15, 156-173.
Nwosu, U., & Ojelade, I. (2021). Media Exposure and Political Decision-Making in Nigeria: A Study of the 2019 General Elections. Journal of Media Studies, 14(3), 156-173.
Obasi, M. C., & Msughter, A. E. (2023). Assessment of media coverage of environmental hazards in mining communities in Ebonyi State, Nigeria. Environmental Challenges, 13, 100758.
Ogunleye, A. (2017). Media Deregulation and Political Communication in Nigeria. African Journalism Studies, 38(2), 76-89.
Okoro, N., & Nwafor, K. A. (2016). Social media and political participation in Nigeria during the 2011 general elections: Findings and lessons. African Journal of Politics & Society, 3(2), 1-18.
Okunade, J. K. (2025). Exploring the impact of effective internal communication strategies on employee morale, productivity, and organizational culture. Lakhomi Journal Scientific Journal of Culture, 6(1), 1-11.
Okunade, J. K. (2025). Media Coverage of Covid-19 and Readers’ Perception of Credibility of Fake News. Britain International of Humanities and Social Sciences (BIoHS) Journal, 7(2), 93-112.
Okunade, J. K., Onyejelem, T. E., Ukpe, E., & Ridwan, M. (2024). Assessment on the Role of the Nigerian Media in Educating the Children and Adolescent on the Value of Sex Education. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(2), 93-105.
Olatunji, O. (2019). Bridging the Digital Divide: Government Initiatives in Nigeria. International Journal of Information Management, 39, 156-173.
Olorunjuwon, T. (2020). Social Media and Political Mobilization in Nigeria: A Case Study of the 2019 General Elections. Journal of African Elections, 19(2), 123-140.
Olutokun, A., & Adebayo, O. (2019). The Role of Online News Outlets in Nigerian Political Campaigns. African Journalism Studies, 40(3), 78-94.
Oluwole, M., & Akanle, O. (2017). Bridging the Digital Divide in Nigeria: Policy Implications. Journal of Information Technology Impact, 17(2), 45-62.
Onapajo, H., & Adegoke, Y. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Opeibi, T. (2019). Discourse, politics and the 2015 elections in Nigeria: An analysis of online political campaigns. Journal of African Elections, 16(2), 77-99.
Oso, L., & Ugboajah, F. O. (2017). Social Media and Political Participation in Nigeria: A Study of Facebook. African Journalism Studies, 38(2), 45-62.
Owen, D. (2019). New media and political campaigns. Oxford Research Encyclopedia of Politics.
Sanusi, B. O., Omowale, A., & Kayode, O. J. (2014). Adapting social media for formal learning in Nigeria: Challenges and prospects. Arabian Journal of Business and Management Review (OMAN Chapter), 3(9), 22.
Stier, S., & Bleich, E. (2020). Toward a Framework of Algorithmic Campaigning: The Use of Social Media Targeting Tools across Political Campaigns. New Media & Society, 22(8), 1399-1417.
Tsfati, Y., & Cappella, J. N. (2018). Do People Watch What They Don't Trust? Exploring the Association between News Media Skepticism and Exposure. Communication Research, 45(1), 1-22.
Tufekci, Z. (2017). Twitter and Tear Gas: The Power and Fragility of Networked Protest. Yale University Press.
Umar, A. S. (2019). Digital Technologies and Political Communication in Nigeria: Trends and Implications. African Journal of Information Systems, 12(3), 78-94.
Uwalaka, T., & Watkins, J. (2018). Social media as the fifth estate in Nigeria: An analysis of the 2015 presidential election. African Journalism Studies, 39(1), 69-89.
Adegoke, Y. A., & Onapajo, H. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Adekanye, B. (2016). The Role of Print Media in National Development: The Nigerian Experience. Journal of African Studies and Development, 8(2), 19-27.
Ademosu, I., Aondover, E. M., Osadolor, B., & Abraham, B. (2025). Divisive politics: analysis of ethnic rhetoric and hate speech in the 2023 Lagos Governorship elections. Frontiers in Political Science, 7, 1663797.
Adetula, A. O., & Ayodele, J. O. (2018). Voter Education and Political Participation in Nigeria: A Study of the 2015 General Elections. African Journal of Political Science and International Relations, 12(4), 72-89.
Adigwe, F., & Omidian, T. (2017). Challenges of New Media in Nigerian Political Campaigns: The Role of Fake News and Misinformation. Journal of Media Ethics, 14(3), 245-262.
Adisa, T. A., & Madinga, N. W. (2020). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 12(2), 191-208.
Akinola, A. O. (2018). Disruptive technologies and democratic development in Africa: Lessons from Nigeria. Journal of African Media Studies, 10(2), 183-200.
Akinola, A. O., & Oladeji, T. M. (2019). Emotional Appeals in Nigerian Political Campaigns: A Study of Television Advertisements. Journal of Political Marketing, 18(3), 256-271.
Akintunde, T., & Olumide, A. (2017). Trust in Political Institutions and Electoral Behaviour in Nigeria: Insights from the 2015 General Elections. Journal of Governance and Development, 14(2), 89-104.
Akpan, N. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Aluko, O. O., & Akinbode, M. O. (2017). Combating Fake News in Nigeria's New Media Space: Strategies and Challenges. Journal of Media and Communication Studies, 9(4), 56-71.
Aondover, E. M. (2024). Media Outlook of Hate Speech in the 2015 and 2019 General Elections in Nigeria. Rotura–Revista de Comunicação, Cultura e Artes, 4(1), 50-63.
Aondover, E. M., & Ademosu, I. (2025). E-learning practices of journalism education in Nigerian higher education institutions: Conceptual context and challenges. In Media and communication systems for sustainability in Nigeria (pp. 451-464). Cham: Springer Nature Switzerland.
Aondover, E. M., & Obasi, M. (2025). Identity and the Narratives of Conflict in Nigerian Media. In Media, Conflicts and the National Security Question: Communicating (In) security in Nigeria, West Africa and the Sahel (pp. 315-334). Cham: Springer Nature Switzerland.
Aondover, E. M., Ademosu, I., & Acheme, R. (2026). Perception of Hate Speech in the 2023 Presidential Political Campaigns on Voter Behaviour in Nigeria. Frontiers in Political Science, 8, 1750183.
Aondover, E. M., Daushe, A. U., Ogunbola, O., & Aondover, P. O. (2025). Media coverage of internally displaced persons in two selected newspapers in Nigeria. Journal of Migration and Health, 11, 100301.
Aondover, E. M., Ogri, E., Obukoadata, P., & Ogri, O. (2025). Nigerian Media Practitioners, Editorial Freedom and Owners’ Influence: The Continued Triad and Navigation of Conflicting Interests. Editorial Freedom and Owners’ Influence: The Continued Triad and Navigation of Conflicting Interests.
Aondover, E. M., Yar’Adua, S. M., & Aondover, P. O. (2025). Influence of Digital Images on the Propagation of Fake News on Twitter in Russia and Ukraine Crisis. Budapest International Research and Critics Institute-Journal (BIRCI-Journal), 8(1), 59-74.
Aondover, E. M., Yusuf, N. T., & Muhammad, M. (2025). Psychological and Physical Safety of Foreign Journalists Covering Boko Haram Conflict in Borno State, Nigeria. In Navigating Trauma in African Journalism, Volume 1: Scholarly Foundations and Secondary Trauma (pp. 209-228). Cham: Springer Nature Switzerland.
Aondover, P. O., Aondover, E. M., & Babele, A. M. (2022). Two nations, same technology, different outcomes: Analysis of technology application in Africa and America. Journal of Educational Research and Review, 1(1), 001-008.
Bimber, B. (2018). Digital Media in the Political Sphere. In R. K. Niemann, R. F. Kline, & C. G. Christians (Eds.), Handbook of Media Ethics (pp. 251-268). New York: Routledge.
Boulianne, S. (2019). Social Media Use and Participation: A Meta-Analysis of Current Research. Information, Communication & Society, 22(2), 149-169.
Guanah, J. S., Bebenimibo, P., & Aondover, E. M. (2026). Fuel Communications. Fuel, 27(10015), 7.
Joseph, O. O., & Okunade, J. K. (2026). Role of Sit-Tight Syndrome in Undermining Democratic Institutions in Nigeria: A Governance Perspective. Matondang Journal, 5(2), 132-147.
Maradun, L. U., & Aondover, E. M. (2025). Knowledge, Attitudes, and Practice Towards COVID-19 Prevention Messages on Media in North-West, Nigeria. African Journalism Studies, 1-19.
Michael, E. J., & Kayode, O. J. (2014). Nigeria’s communication policy and news determination. Journal of Law, Policy, and Globalization, 23, 8-17.
Mohammed, I., & Aondover, E. M. (2025). News coverage of humanitarian crisis: a study of banditry in Northwest Nigeria. In Handbook on Humanitarian Crises (pp. 209-217). Edward Elgar Publishing.
Nwabueze, C., & Ezebuenyi, E. (2019). New media and the changing face of political communication in Nigeria's 2015 presidential election. Cogent Arts & Humanities, 6(1), 1647765.
Nwafor, K. A. (2020). Political communication in Nigeria: A study of the 2019 general elections. African Journalism Studies, 41(2), 85-101.
Nwanegbo, C., & Ezeani, C. (2020). Political Socialization and Party Loyalty in Nigeria: Insights from the 2019 General Elections. Nigerian Journal of Political Science, 17(2), 45-60.
Nwokorie, C., & Nwosu, U. (2021). Messaging Strategies in Nigerian Political Campaigns: A Study of New Media Platforms. International Journal of Communication, 15, 156-173.
Nwosu, U., & Ojelade, I. (2021). Media Exposure and Political Decision-Making in Nigeria: A Study of the 2019 General Elections. Journal of Media Studies, 14(3), 156-173.
Obasi, M. C., & Msughter, A. E. (2023). Assessment of media coverage of environmental hazards in mining communities in Ebonyi State, Nigeria. Environmental Challenges, 13, 100758.
Ogunleye, A. (2017). Media Deregulation and Political Communication in Nigeria. African Journalism Studies, 38(2), 76-89.
Okoro, N., & Nwafor, K. A. (2016). Social media and political participation in Nigeria during the 2011 general elections: Findings and lessons. African Journal of Politics & Society, 3(2), 1-18.
Okunade, J. K. (2025). Exploring the impact of effective internal communication strategies on employee morale, productivity, and organizational culture. Lakhomi Journal Scientific Journal of Culture, 6(1), 1-11.
Okunade, J. K. (2025). Media Coverage of Covid-19 and Readers’ Perception of Credibility of Fake News. Britain International of Humanities and Social Sciences (BIoHS) Journal, 7(2), 93-112.
Okunade, J. K., Onyejelem, T. E., Ukpe, E., & Ridwan, M. (2024). Assessment on the Role of the Nigerian Media in Educating the Children and Adolescent on the Value of Sex Education. Konfrontasi: Jurnal Kultural, Ekonomi dan Perubahan Sosial, 11(2), 93-105.
Olatunji, O. (2019). Bridging the Digital Divide: Government Initiatives in Nigeria. International Journal of Information Management, 39, 156-173.
Olorunjuwon, T. (2020). Social Media and Political Mobilization in Nigeria: A Case Study of the 2019 General Elections. Journal of African Elections, 19(2), 123-140.
Olutokun, A., & Adebayo, O. (2019). The Role of Online News Outlets in Nigerian Political Campaigns. African Journalism Studies, 40(3), 78-94.
Oluwole, M., & Akanle, O. (2017). Bridging the Digital Divide in Nigeria: Policy Implications. Journal of Information Technology Impact, 17(2), 45-62.
Onapajo, H., & Adegoke, Y. (2018). Social Media and Political Participation in Nigeria: A Study of Twitter. Journal of African Media Studies, 10(2), 189-206.
Opeibi, T. (2019). Discourse, politics and the 2015 elections in Nigeria: An analysis of online political campaigns. Journal of African Elections, 16(2), 77-99.
Oso, L., & Ugboajah, F. O. (2017). Social Media and Political Participation in Nigeria: A Study of Facebook. African Journalism Studies, 38(2), 45-62.
Owen, D. (2019). New media and political campaigns. Oxford Research Encyclopedia of Politics.
Sanusi, B. O., Omowale, A., & Kayode, O. J. (2014). Adapting social media for formal learning in Nigeria: Challenges and prospects. Arabian Journal of Business and Management Review (OMAN Chapter), 3(9), 22.
Stier, S., & Bleich, E. (2020). Toward a Framework of Algorithmic Campaigning: The Use of Social Media Targeting Tools across Political Campaigns. New Media & Society, 22(8), 1399-1417.
Tsfati, Y., & Cappella, J. N. (2018). Do People Watch What They Don't Trust? Exploring the Association between News Media Skepticism and Exposure. Communication Research, 45(1), 1-22.
Tufekci, Z. (2017). Twitter and Tear Gas: The Power and Fragility of Networked Protest. Yale University Press.
Umar, A. S. (2019). Digital Technologies and Political Communication in Nigeria: Trends and Implications. African Journal of Information Systems, 12(3), 78-94.
Uwalaka, T., & Watkins, J. (2018). Social media as the fifth estate in Nigeria: An analysis of the 2015 presidential election. African Journalism Studies, 39(1), 69-89.