AN ASSESSMENT OF THE OBIDIENT MOVEMENT AS AN ONLINE CAMPAIGN AND ITS IMPACT ON THE 2023 ELECTIONS

CHAPTER ONE

INTRODUCTION

1.1 BACKGROUND OF THE STUDY

Citizens of varying backgrounds and democratic advocates worldwide have consistently demonstrated that democracy is a universally embraced concept, representing a collective aspiration among individuals in contemporary society.  Social media platforms such as Twitter, Facebook, and Instagram have played a significant role in facilitating the effectiveness of political campaigns worldwide (Okoro et al., 2019).  The media plays a crucial role in facilitating the monitoring function of democracy and enabling voters to make informed decisions regarding the political parties and candidates they choose to endorse or cast their votes for (Nwamara & Etumnu, 2022).  Election management bodies worldwide have used a range of advanced tactics to enhance the administration and conduct of elections, many of which have now attained the status of widely recognised best practises. 

According to Adamu-Alhassan (2018), several electoral reforms have been implemented, including the adoption of more inclusive and transparent processes, professionalisation of the organisation, changes to the legislative framework, and enhancements to interactions with external stakeholders. Information and Communication Technologies (ICTs) have played a crucial role in facilitating the democratic process in many regions of Nigeria, thereby rekindling hope for social and political development inside the country. Assibong and Oshanisi (2018) claim that despite the increasing integration of technology into the voting processes of Nigeria and other nations, particularly evident in the recently finished 2023 elections, there remains a possibility of errors occurring in Nigerian elections. The advent of social media has given rise to a novel form of political process and campaign, necessitating candidates to possess proficiency in social media strategy to effectively engage with the audience and yield mutual advantages for both the candidates and society at large.

The impact of media agenda-setting on the perspectives of young individuals was pronounced during the 2023 Nigerian elections. The concept of media agenda-setting refers to the phenomenon wherein news sources exert influence over public opinion by strategically emphasising particular issues. The influence of media can shape individuals' perceptions of crucial topics and even exert an impact on electoral outcomes. The general populace frequently depends on the media as a primary source of information. Consequently, if a particular media outlet exhibits prejudice, there is a likelihood that their audience may internalise and embrace that bias.

The utilisation of social media during the 2023 elections played a pivotal role in the emergence of the "Obidient" movement. The commencement of this event occurred when Peter Obi, a candidate who garnered significant support from the younger demographic, encountered obstacles that hindered his ability to secure the People Democratic Party (PDP) nomination. A group of youthful individuals, self-identifying as "Obidients," gathered in support of Obi during his political campaign affiliated with the Labour Party.

The Obidient movement is a social media campaign aimed at raising awareness on several media platforms for the political ambitions of Peter Obi, the presidential candidate of the Labour Party in the upcoming 2023 Nigerian election.  Peter Obi emerged as the youngest and now most popular contender in the electoral competition.  According to the Independent National Electoral Commission (INEC) of Nigeria, a significant majority of 71% of individuals who successfully completed their voter registration fell between the age range of 18 to 34. This statistic suggests that young Nigerians are expressing a strong desire for a transformative period and are poised to actively exhibit this sentiment (Chukwurah, 2022).  The "Obidient" movement, as it has been commonly referred to, is primarily driven by a cohort of young adults who exhibit a notable inclination towards independence, strong determination, and a critical attitude towards established politicians whom they perceive as having failed to address their needs and concerns.  The "Obidient" movement exhibits a notable absence of a distinct central figure in its leadership structure, instead adopting a decentralised approach that relies on community-based financing. The initiative is orchestrated by multiple small-scale entities with the objective of challenging and destabilising the existing social, political, or economic order.  The youth population in Nigeria has initiated the organisation of peace marches and online campaigns, primarily on the social media platform Twitter, utilising Obi as a means to articulate their ambitions and grievances. The purpose of this study is to assess the Obidient movement as an Online campaign and its impact on the 2023 elections.

1.2 STATEMENT OF THE PROBLEM

The online campaigns witnessed a heightened level of intensity during the prelude to the 2023 general election in Nigeria.  It was expected that there would be an increase in attacks on social media aimed at promoting candidates, denouncing opponents, and undermining the Independent National Electoral Commission (INEC) during the pre-election period, on election day, and even in the aftermath (Chukwurah 2023). The Nigerian election of 2023 was anticipated to exert a significant influence on the political landscape of the country. Within this particular context, there emerged a grassroots movement commonly referred to as the "Obidient Movement," which garnered considerable attention due to its efforts in advocating for political accountability, transparency, and active public participation. This movement, facilitated through the use of Twitter, has a broader reach and is particularly effective in disseminating political campaign messaging.  Social media platforms such as Twitter have evolved into influential instruments for shaping public sentiment, distributing information, and facilitating collective endeavours (Uzonwanne 2023). On the social media platform Twitter, the utilisation of movements and hashtags has the potential to exert influence on narratives, draw attention to certain subjects, and enhance the visibility of marginalised voices that might otherwise remain unheard. In addition, they have the potential to foster discourse, engage with those in positions of authority, and rally backing for a diverse range of initiatives.  This study examines the goals, tactics, and impact of the Obidient Movement on the political dynamics of the Nigerian election in 2023.

1.3 OBJECTIVES OF THE STUDY

The primary objective of this study is to assess the obidient movement as an online campaign and its impact on the 2023 elections. Specific objectives of this study include:

i.          To determine whether online campaigns had an impact on the 2023 elections.

ii.        To investigate the factors that birthed the obidient movement in Nigeria.

iii.      To find out whether the obidient movement impacted on the electoral outcomes in the 2023 general election in Nigeria.

iv.      To examine the challenges of the obidient movement during the 2023 general election in Nigeria.

1.4 RESEARCH QUESTIONS

The following research questions will be answered in this study:

i.          Did online campaigns have an impact on the 2023 elections?

ii.        What are the factors that birthed the obidient movement in Nigeria?

iii.      Dis the obidient movement impact on the electoral outcomes in the 2023 general election in Nigeria?

iv.      What were the challenges of the obidient movement during the 2023 general election in Nigeria?

1.5  SIGNIFICANCE OF STUDY

This study will demonstrate the efficacy of online campaigning as a potent medium for political mobilisation, positioning it as one of several avenues for voter engagement. The Obidient Movement in the 2023 general election in Nigeria encompassed the use of existing trends or patterns to formulate predictions or projections.

This study will additionally highlight the capacity of social media campaigns and hashtags to attract attention towards certain concerns, mould narratives, and amplify voices that may otherwise remain marginalised. Additionally, they possess the ability to foster dialogues, actively interact with policymakers, and mobilise backing for diverse initiatives.

1.6 SCOPE OF THE STUDY

This study primarily focuses on the assessment of the Obidient movement as an Online campaign and its impact on the 2023 elections. Specifically, the study focuses on determining whether online campaigns had an impact on the 2023 elections, investigating the factors that birthed the Obidient movement in Nigeria, finding out whether the Obidient movement impacted on the electoral outcomes in the 2023 general election in Nigeria and examining the challenges of the obidient movement during the 2023 general election in Nigeria.

An online survey on the social media platform Twitter will be used in this study.

1.7 LIMITATIONS OF THE STUDY

In the course of carrying out this study, the researcher experienced some constraints, which included time constraints, financial constraints, language barriers, and the attitude of the respondents. However, the researcher were able to manage these just to ensure the success of this study.

Moreover, the case study method utilized in the study posed some challenges to the investigator including the possibility of biases and poor judgment of issues. However, the investigator relied on respect for the general principles of procedures, justice, fairness, objectivity in observation and recording, and weighing of evidence to overcome the challenges.

1.8 DEFINITION OF TERMS

Online Campaign: A campaign is a planned set of activities that people carry out over a period of time in order to achieve something such as social or political change.

Twitter: Twitter is a free social networking site where users broadcast short posts known as tweets.

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