INFLUENCE OF SOCIAL MEDIA ON AGENDA SETTING FOR THE 2027 NIGERIAN PRESIDENTIAL ELECTION OUTCOME
Abdul-Baaki Yakubu 1, Chisom Anaestasia ubaezuonu 2, Vivian Chidera Obi 3
Doyinsola Godwin-Abdullahi 4 & Uzoma Lacerian Oguh 5
Department of Communication and Media Studies, University for Development Studies 1
Department of Mass Communication, Nnamdi Azikiwe University, Awka 2
Department of Mass Communication, Chukwuemeka Odumegwu Ojukwu University 3
Department of Sociology, University of Abuja 4
Department of Tourism, University of Aveiro 5
Corresponding Email: yabdulbaaki88@gmail.com 1
ORCID ID: 0009-0005-2860-0344 1
ORCID ID: 0009-0009-2792-9809 2
ORCID ID: 0009-0004-8116-3529 3
ORCID ID: 0009-0002-2189-9994 4
ORCID ID: 0009-0008-6941-9500 5
Abstract
As platforms such as X (formerly Twitter), Facebook, and WhatsApp increasingly influence public opinion, political actors and media users use them to determine the trajectory of political discourse and set voter priorities right. Employing the agenda-setting theory as a framework, the research explores how digital narratives impact issues such as political engagements and electoral perception. Using the qualitative content analysis as the research method, the study identifies key political themes amplified online and examines their correlation with public interest and media coverage. The findings reveal that while traditional media retains some influence, social media play a central role in understanding issues that dominate public and political agendas. The study concludes that digital platforms are now pivotal to political communication and electoral influence with major implications for democratic participation in Nigeria’s 2027 general elections.
Keywords: Social Media Platforms, Agenda Setting, 2027 Presidential Elections, Electoral Outcome.
