CHAPTER TWO
INTRODUCTION
1.1       Background of the Study
No one doubts that the primary function of social media —Facebook, Twitter, WhatsApp, Instagram, Youtube, and so on— is to connect people through interactive computer-mediated platforms so they can share information. In the process, social networks are created, some temporarily and others permanently, often for specific purposes. But we also know that the use to which technology is put often depends on the users and the purpose. One of the major uses of social media in recent years is the mediation of the political process and discourse. All over the world, social media provides platforms for politicians to disseminate information in their bid to recruit supporters and donors. The advantage of social media for them lies in the opportunity of direct communication with supporters, by sidetracking regulated mainstream media such as radio, television, newspapers, and magazines as well as press conferences. In the process, issues raised in mainstream media and on political campaigns are subjected to discussion and recast or repackaged in new light on social media. Supporters and opponents of particular issues and arguments are then given the opportunity on various social media platforms to participate in unregulated debate from their own private space. As a result, multiple voices are heard that otherwise would have been silent.
The 2008 presidential campaign of Barack Obama proved the benefits of using social media for political campaigns. Nearly every aspect of that campaign used social media to advance its message to supporters including advertising, advance work, organizing in all 50 states, and fundraising. Facebook, YouTube and especially Twitter were used to let Obama supporters know how he felt about important issues. These social network sites have become significant virtual communities in his campaign, being used frequently and giving legitimacy to their influence in the political arena. From the victory of barrack Obama usage of social media in India increase to large extends, and first time social media was used in movement called India against corruption in year2011. Anticorruption movement organizers and supporters used social media to quickly broadcast information and organize protests. Indians also used social media to show support for India against Corruption (IAC). But the main intention of using social media in this movement is to attract and attach people to this movement, to create awareness among people at low cost. At the end of 2018, it was estimated that Nigeria had more than 92.3 million internet users, which is higher than the number of television users in the country estimated at 6.6 million. Of this, 16 million are Facebook users and Twitter has an estimated 1.8 million monthly users. A study done by PewResearch says nearly 45% of Indian web users connect on social media to discuss politics. With elections around the corner, there is a lot of chatter and speculation about the impact of social networks on the outcome, specifically with the way it has fueled some recent movements. Nigerian parties are becoming increasingly aware of the value of Internet platforms to attract tech-savvy voters. So political parties in urban areas are increasingly becoming tech-savvy, realizing this is the only way to reach out to the articulate young as this could change the democratic political dialogue. While political parties still rely on the traditional and old fashioned ways of campaigning such as posters, rallies, cardboard cutouts as well as house-to-house canvassing to win voters, many politicians realize that social media is set to influence the upcoming vote.