THE PLACE OF NEW MEDIA IN PROPAGATING ISSUE-BASED CAMPAIGN IN NIGERIA POLITICAL SYSTEM: A STUDY OF OWERRI MUNICIPAL RESIDENTS

Abstract

This study investigated the place of new media in propagating issue-based campaign in Nigerian political system. Issue-based campaign is seen by the researchers as the practice of presenting ideas and action plans that will bring progress to the society during political campaign as well as responding to issues in the new media space rather than attacking who raised such issue. To achieve the objective of the study which includes ascertaining if new media tools such as social media are appropriate media to discuss matters of public interest by politician during campaign among others, scholarly articles were consulted while the researchers anchored the study on diffusion of innovation theory which explains how and why new ideas, practice or products spread through our society. Survey research method was used to get the responses of the respondents during the study. Data were gathered from both primary and secondary sources. The face to face availability technique was used in selecting the respondents who were part of the sample size of 399 drawn from the population of Owerri municipal which stood at 127213. Data collected were analyzed and presented using the simple percentage table. From the analyses of data collected the following findings were made which includes that in the event where followers or opponents raise issues of concern about a particular politician or political party, such politician or political party representative should tackle the issue raised rather than tackling the person or persons who raised the issue. Recommendations were made in line with the objectives of the study.