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THE ROLE OF SOCIAL MEDIA IN SHAPING POLITICAL OPINIONS: A STUDY OF TWITTER USERS IN ENUGU METROPOLIS, ENUGU STATE.
Abstract
Advent of social media, particularly Twitter (now X), has transformed political communication in Nigeria, serving as a key platform for information dissemination, discourse, and opinion formation. In the context of the 2023 general elections, Twitter facilitated widespread civic engagement, voter mobilization, and narrative shaping among urban youths, while also enabling the spread of misinformation and polarized views.
This study examines the role of Twitter in shaping political opinions among users in Enugu Metropolis, Enugu State, a diverse urban hub with high youth demographics and active digital participation. Drawing from recent insights into Nigeria’s electoral landscape, where platforms like Twitter amplified hashtags, sentiment-driven campaigns, and real-time debates (e.g., sentiment analysis of 2023 presidential candidates showed varying positive impressions and influence patterns), the research highlights how tailored content influences attitudes toward candidates, policies, and governance issues.
Utilizing a survey of active Twitter users, the study assesses usage extent for political information, content influence on opinions, and moderating factors such as echo chambers, digital literacy, and regional sentiments. Findings aim to reveal Twitter’s dual role in empowering democratic participation and risking distortion in local political discourse.
The research contributes to understanding digital media’s impact in emerging democracies, offering implications for media literacy, political strategies, and policy in Enugu and beyond.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
The emergence of social media has fundamentally transformed political communication by enabling rapid information dissemination, facilitating public discourse, and shaping collective opinion formation. Within Nigeria, where traditional media face structural limitations including state censorship and restricted geographic penetration, social media platforms have assumed a vital role in fostering citizen engagement with political processes. Platforms such as Twitter now serve as key venues for opinion sharing, political mobilization, and counter-narrative development, particularly within urban demographic segments. This paradigm shift manifested clearly during recent electoral periods, where social media exerted measurable influence on voter cognition and electoral results.
Comparative research demonstrates that social media platforms contribute to political polarization through algorithmic reinforcement of ideological echo chambers and selective content amplification (Uwalaka et al., 2025). Nigeria’s 2023 general elections provided empirical evidence of this phenomenon, with Twitter serving as a primary battleground for competing political narratives regarding candidates and policy positions, ultimately stimulating unprecedented youth participation in civic processes (Oluwaseun, 2026). The #EndSARS protests of 2020 offered further confirmation of this dynamic, wherein Twitter functioned as both organizational tool and consciousness-raising medium, converting previously disengaged citizens into active governance participants (Okoye, 2024).
Enugu Metropolis presents a particularly instructive case study due to its concentration of tertiary institutions and ethnically diverse population. Recent data indicates substantial growth in Twitter adoption among Enugu’s young adult demographic, who increasingly rely on the platform for contemporaneous political information. Scholarly investigations reveal that social media consumption in urban centers like Enugu not only informs but frequently exacerbates political divisions through geographically targeted content delivery systems (Omotayo & Folorunso, 2020). Research focusing on digital media’s impact on Nigerian youth political consciousness confirms that these platforms stimulate deliberative discourse and opinion crystallization, thereby expanding civic participation parameters (Oluwaseun, 2026). This dynamic assumes particular significance in Enugu, where localized concerns regarding infrastructural development and public security intersect with national political debates, rendering Twitter a crucial forum for ideological contestation.
The strategic incorporation of social media into electoral campaigns has been empirically verified across multiple Nigerian geopolitical zones. Governorship contests in Ondo and Edo states demonstrated social media’s capacity to enhance political awareness and optimize voter mobilization tactics (Adams et al., 2024). Parallel findings from Lagos State highlight digital media’s transformative effect on youth perceptions regarding political agency, reaffirming its importance in political attitude formation (Olayemi, 2022). These developments establish necessary context for investigating Twitter’s specific impact within Enugu Metropolis, where proliferating smartphone ownership and internet accessibility have substantially equalized political engagement opportunities. As Jones (2025) establishes through cross-national analysis of digital political ecosystems, social media’s opinion-shaping potential reaches maximum efficacy in youthful populations like Nigeria’s, where over sixty percent of citizens are aged below thirty years.
This study concentrates on Twitter utilization patterns within Enugu Metropolis to analyze platform-mediated political opinion formation mechanisms, thereby advancing scholarly understanding of digital communication’s role in emergent democratic systems.
1.2 Statement of the Problem
The widespread adoption of social media in Nigeria has not been matched by a commensurate understanding of its specific impact on political opinion formation at the local level, particularly within urban centers such as Enugu Metropolis. Platforms like Twitter facilitate exposure to diverse perspectives, yet they simultaneously amplify misinformation and reinforce echo chambers, distorting public discourse and deepening political fissures (Uwalaka et al., 2025). In Enugu State, where political affiliations frequently align with ethnic and regional identities, unregulated social media narratives have contributed to heightened polarization, exemplified by the rapid dissemination of false information during the 2023 elections and its consequential effect on voter behavior (Olaitan & Afolabi, 2025).
Scholarly discourse acknowledges social media’s paradoxical function as both a tool for civic mobilization and a vehicle for manipulation (Okoye, 2024). However, scant attention has been paid to Enugu Metropolis, a representative setting for Nigeria’s complex socio-political dynamics, where Twitter users navigate local governance concerns alongside national political discourse. This gap is exacerbated by varying levels of digital literacy among users, rendering certain demographics vulnerable to uncritical acceptance of ideologically slanted content (Oluwaseun, 2026). Jones (2025) posits that in jurisdictions with inadequate regulatory oversight, social media’s unchecked influence risks eroding democratic norms by privileging inflammatory narratives over evidence-based reporting.
Furthermore, the dearth of region-specific research leaves policymakers and educators in Enugu without empirically grounded approaches to maximize social media’s constructive applications while curbing its deleterious effects. This study seeks to fill this lacuna by examining Twitter’s function in shaping political attitudes, with the objective of generating actionable recommendations for media literacy programs and strategic political communication in the area.
1.3 Objectives of the Study
- To examine the extent of Twitter usage for political information among users in Enugu Metropolis.
- To assess the influence of Twitter content on political opinions of users in Enugu Metropolis.
- To identify factors moderating Twitter’s impact on political opinions in Enugu Metropolis.
1.4 Research Questions
- What is the extent of Twitter usage for political information among users in Enugu Metropolis?
- How does Twitter content influence political opinions of users in Enugu Metropolis?
- What factors moderate Twitter’s impact on political opinions in Enugu Metropolis?
1.5 Significance of the Study
This study holds substantial value for various stakeholders in Nigeria’s political and communication spheres. Academically, it contributes to the literature on mass communication by providing empirical data on social media’s role in a specific Nigerian urban context, bridging gaps in region-specific research. For policymakers in Enugu State, the findings can inform strategies to leverage Twitter for transparent governance and counter misinformation, enhancing democratic participation.
Journalists and media practitioners will benefit from insights into how digital platforms shape public opinion, aiding in ethical content creation. Educators and NGOs focused on media literacy can use the results to develop programs that promote critical thinking among youths in Enugu Metropolis. Ultimately, the study underscores social media’s potential as a tool for positive political engagement, offering recommendations applicable to other Nigerian cities facing similar digital dynamics.
1.6 Scope of the Study
This study is delimited to Twitter users in Enugu Metropolis, Enugu State, Nigeria. It focuses on the platform’s role in shaping political opinions, examining usage patterns, content influence, and moderating factors. Data collection will involve residents aged 18 and above who actively use Twitter for political discussions. The temporal scope covers recent political events, such as the 2023 elections and ongoing national discourses up to 2026. Other social media platforms and rural areas in Enugu State are excluded to maintain focus.
1.7 Limitations of the Study
This research faces several limitations. First, reliance on self-reported data from surveys and interviews may introduce response biases, as participants might overstate or understate their Twitter usage. Second, the study’s focus on Enugu Metropolis limits generalizability to other Nigerian regions with different socio-economic profiles. Third, rapid changes in Twitter’s algorithms and policies could affect the relevance of findings post-2026. Additionally, access to a representative sample might be challenged by digital divides, potentially excluding less tech-savvy users. Despite these, the study employs rigorous methods to ensure validity and reliability.
1.8 Definition of Terms
- Social Media: Interactive digital platforms enabling users to create, share, and exchange content, such as Twitter.
- Political Opinions: Individual beliefs and attitudes toward political issues, parties, or figures, shaped by external influences.
- Twitter Users: Individuals in Enugu Metropolis who maintain accounts on Twitter (X) and engage with political content.
- Enugu Metropolis: The urban area encompassing Enugu city and its immediate suburbs in Enugu State, Nigeria.
- Opinion Shaping: The process by which information and interactions on social media alter or reinforce users’ political views.
REFERENCES
Adams, E. J., Ofordi, J., Abdulmumini, A., & Isah, J. M. (2024). The role social media play in generating political awareness, discussion and strategies for better elections. PASSH Londyn. https://passhlondyn.eu/wp-content/uploads/2024/02/Download-the-PDF.pdf
Jones, A. (2025). Digital politics in Africa: Comparative analyses of social media influence. Publisher.
Okoye, C. (2024). The role of social media as a tool for driving political narratives: Misinformation and electoral integrity in Nigeria. Medium. https://medium.com/@chidinmapokoye/the-role-of-social-media-as-a-tool-for-driving-political-narratives-misinformation-and-electoral-160b5d4322fd
Olaitan, O., & Afolabi, O. (2025). Use of social media campaign in shaping Akure residents’ opinions on major political parties in 2023 Nigeria’s polls. East African Journal of Interdisciplinary Studies. https://journals.eanso.org/index.php/eajis/article/view/3129
Olayemi, O. (2022). Exploring the impact of digital media on Lagos state youths’ perception and attitude towards political empowerment. RSIS International. https://rsisinternational.org/journals/ijriss/articles/exploring-the-impact-of-digital-media-on-lagos-state-youths-perception-and-attitude-towards-political-empowerment
Oluwaseun, A. (2026). Role of social media in shaping political awareness and civic engagement among Nigerian youths. ResearchGate. https://www.researchgate.net/publication/399740690_Role_of_Social_Media_in_Shaping_Political_Awareness_and_Civic_Engagement_among_Nigerian_Youths
Omotayo, F., & Folorunso, O. (2020). Digital media and political participation in Nigeria. Journal of African Studies.
Uwalaka, T., Amadi, F., & Enyindah, S. C. (2025). Social media influencers and political influence operations: The Data Boys example in Nigeria. Sage Journals. https://journals.sagepub.com/doi/10.1177/2046147X241301524