Digital Polarisation: YouTube’s Role in Reinforcing Ethno-religious Divides in Nigeria’s 2023 Presidential Election
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Abstract
The rise of digital platforms, particularly YouTube, has significantly transformed political discourse. This study examined how frequently ethnoreligious divisions appeared in YouTube political campaign videos during Nigeria’s 2023 presidential election and identified the more prevalent type of digital polarisation (ethnic or religious) during the election. The study employed content analysis and simple random sampling, analysing a sample of 197 videos (determined using Raosoft’s online sample calculator) from a total population of 402. The videos served as the unit of analysis, with content categorised based on the presence or absence of ethnoreligious divisions, as well as the type of division (ethnic or religious). The findings reveal that most YouTube political campaign videos during Nigeria’s 2023 presidential election promoted polarisation, with religious divisions being more prevalent than ethnic ones. The results underscore the influential role of digital media particularly YouTube in reflecting and potentially amplifying socio-political divides, with religion emerging as a dominant axis of political communication in the 2023 presidential election cycle. To counter the harmful effects of identity-based polarisation on Nigeria’s democracy, the study recommends urgent measures such as digital literacy programmes, stronger platform accountability, and inclusive political communication strategies. By addressing these issues, policymakers and stakeholders can harness digital media to foster unity rather than deepen societal divisions.
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