The Effect of Political Communication on Voters' Behaviour in the 2023 Presidential Election in Nigeria

Abstract

The 2023 presidential election in Nigeria represented a major shift in the relationship between political communication and voter behaviour within a developing democracy. The election was marked by the growing influence of digital communication platforms, especially social media, alongside the introduction of electoral technologies such as the Bimodal Voter Accreditation System (BVAS) and the INEC Result Viewing Portal (IReV). These innovations significantly changed how political information was produced, shared, and interpreted by voters. This study examines the effect of political communication on voter behaviour during the election, using Agenda-Setting, Framing, and Priming theories as its analytical framework. A descriptive survey research design was adopted, and data were collected from eligible voters across selected geopolitical zones in Nigeria using structured questionnaires administered to 520 respondents. Qualitative insights were also drawn from voter perceptions and behavioural patterns during the election period. Findings show that political communication significantly influenced voter awareness, political participation, candidate perception, and electoral decision-making. Social media emerged as the most influential channel among young voters, while traditional media such as radio and television remained dominant among rural and older populations. However, misinformation, disinformation, and inconsistencies in institutional communication weakened electoral trust and increased political polarization. Interpersonal communication also played a supporting role in shaping voter opinions and decisions. The study concludes that political communication has a dual effect in elections, enhancing civic engagement while also increasing exposure to misinformation when poorly managed. It recommends improved institutional transparency, digital literacy, stronger regulation of political communication, and better collaboration between media and electoral bodies in Nigeria