Utilisation of New Media Platforms for Campaigns during the 2023 Gubernatorial Elections in Kwara State, Nigeria

Abstract

Abstract The researcher examined the new media campaign strategy in the 2023 general elections in Nigeria with a study of gubernatorial election in Kwara State. The study was anchored on technological determinism theory. A structured questionnaire was used. Findings showed that the use of new media campaign approach was effectively used in the election under review. The outcome also revealed that the use of new media campaign strategy had effect on the gubernatorial election. The result also showed that the new media approach faced challenges in the gubernatorial election in some areas in Kwara State. Thus, the researcher suggested that the National Orientation Agency (NOA) in each State should embark on sensitisation on the new media literacy campaign. It is also recommended that the internet network providers are to improve in the network provision especially in the rural areas.