The Impact of Social Media on Political Campaigns “A Case of Labour Party”
Chapter One
Objectives of the Study
- To analyze the utilization of social media platforms by the Labour Party during political campaigns.
- To evaluate the impact of social media on voter engagement, perception, and behaviour concerning the Labour Party.
- To assess the correlation between social media strategies employed by the Labour Party and electoral success.
CHAPTER TWO
LITERATURE REVIEW
Conceptual Review
Evolution of Social Media in Political Communication
Social media’s profound impact on political communication is a subject of extensive scholarly inquiry, with researchers such as Asemah (2020) and Arijeniwa and Nwaoboli (2023) shedding light on its evolving role. In the conceptual review of social media in political communication, this section delves into the definition and evolution of social media platforms, drawing on insights from various studies.
Social media, as defined by Asemah et al. (2022), encompasses a digital landscape where users engage in the creation, sharing, and exchange of information, ideas, and multimedia content. It constitutes online platforms that facilitate user-generated content and real-time interaction, creating a dynamic and interconnected virtual space. The evolution of social media platforms has been a transformative journey, marked by technological advancements and changing user behaviors.
The term “social media” itself has evolved, encapsulating a wide array of platforms that facilitate social interaction. Initially rooted in forums and blogs, the concept expanded to include platforms like Facebook, Twitter, Instagram, and others, each catering to distinct forms of communication and engagement (Ermann & Hermanik, 2018). The evolution is also evident in the shift from text-based communication to the dominance of visual content, multimedia, and real-time updates.
The role of social media in political communication has evolved in tandem with its technological advancements. Initially, platforms served as forums for political discussions, with users expressing their opinions and engaging in dialogue. However, as highlighted by Asemah-Ibrahim et al. (2022), the evolution extends beyond mere discussions to active participation in political movements and the dissemination of political content. Social media has become a powerful tool for political campaigns, enabling parties to reach a vast audience, share their messages, and mobilize support.
Empirical studies, such as the research by Ekwueme and Folarin (2018), emphasize the transformative impact of social media on political communication, particularly in the Nigerian context. They illustrate how social media platforms have become integral in shaping political discourse, influencing public opinion, and even playing a role in political mobilization.
However, challenges such as the spread of misinformation and the potential for echo chambers on social media platforms are acknowledged in the literature (Xenos, Vromen, & Loader, 2022). This highlights the dual nature of social media as a tool for both information dissemination and the proliferation of biased narratives, raising questions about its impact on the democratic process.
In essence, the definition and evolution of social media in political communication underscore its dynamic nature and multifaceted roles. From its origins as a platform for discussions to its current status as a critical component of political campaigns, social media’s journey reflects the ever-changing landscape of political communication in the digital age.
Types of Social Media Platforms
The landscape of social media platforms is diverse and multifaceted, encompassing a wide array of digital spaces that cater to different communication needs and preferences. Examining the types of social media platforms provides a nuanced understanding of the varied channels through which political communication unfolds, as explored by Asemah (2020) and Arijeniwa and Nwaoboli (2023).
Microblogging Platforms: Microblogging platforms, exemplified by Twitter, play a crucial role in political communication due to their concise and real-time nature. Asemah et al. (2022) note that politicians and political parties utilize Twitter to disseminate succinct messages, engage with followers, and even set political agendas. The platform’s quick dissemination of information makes it a powerful tool for shaping public discourse and influencing opinions.
Social Networking Sites: Social networking sites, with Facebook at the forefront, provide a comprehensive space for users to connect, share content, and engage in discussions. Asemah-Ibrahim et al. (2022) highlight how political entities leverage Facebook to build communities, share detailed content, and foster direct interactions with voters. These platforms facilitate a more immersive engagement with political messages, allowing for longer narratives and multimedia content.
CHAPTER THREE
METHODOLOGY
Introduction
The methodology section of this research outlines the systematic approach undertaken to investigate the impact of social media on the Labour Party’s political campaigns, focusing on a quantitative survey research design. This chapter elucidates the rationale behind the chosen research design, the population targeted, sampling techniques employed, sources and methods of data collection, data analysis procedures, and ethical considerations guiding the study.
Research Design
The selection of a quantitative survey research design was motivated by the need to gather structured, numerical data on a large scale, allowing for statistical analysis and generalizability of findings (Saunders et al., 2019). This design aligns with the positivist research philosophy, emphasizing objective and observable phenomena. Positivism is characterized by a belief in the existence of an objective reality that can be studied through systematic observation and measurement (Saunders et al., 2019). In this context, the structured survey facilitated the collection of responses from a substantial number of participants, ensuring a comprehensive understanding of the electorate’s perspectives on the Labour Party’s social media engagement during political campaigns.
The adoption of a quantitative approach, as recommended by Saunders et al. (2019), allowed for the systematic collection of data through a structured survey instrument. This methodological choice was instrumental in ensuring the efficiency and reliability of data collection, providing a standardized means of gathering responses from a diverse participant pool. The structured survey, aligned with positivist principles, aimed to minimize bias and subjectivity, emphasizing the objective measurement of observable phenomena (Saunders et al., 2019).
By opting for a quantitative survey design, the research sought to attain a high degree of precision and objectivity in examining the electorate’s perceptions. The systematic nature of the survey, guided by the positivist philosophy, facilitated the identification of patterns and trends in respondents’ opinions on the Labour Party’s social media engagement during political campaigns (Saunders et al., 2019). This methodological approach, rooted in positivism, was deemed essential for drawing reliable and generalizable conclusions from the collected data.
Furthermore, the large-scale nature of the quantitative survey design allowed for the inclusion of a broad cross-section of social media users. This inclusivity ensured that the findings could be generalized to a wider population, enhancing the external validity of the study (Saunders et al., 2019). The use of a quantitative survey design, in alignment with positivist principles, enabled the research to explore public sentiments comprehensively, providing a robust foundation for analyzing the impact of social media on the Labour Party’s political campaigns.
Population of the Study
The target population for this study comprised individuals who actively engage with social media and are eligible voters in the UK, a selection justified by the widespread use of social media platforms. This population was deemed particularly relevant for investigating the impact of Labour Party campaigns on social media platforms, considering the integral role of these platforms in contemporary political communication (Saunders et al., 2016). Justifying the choice of a large population aligns with the research’s overarching goal of obtaining diverse insights into the experiences and opinions of a broad spectrum of social media users.
The decision to focus on individuals actively participating in social media activities aligns with the study’s emphasis on understanding the perspectives of those directly engaged with the Labour Party’s digital campaigns. The importance of this demographic was highlighted by Saunders et al. (2016), emphasizing the significance of a targeted and relevant population in ensuring the validity and applicability of research findings. The inclusion criteria of active social media users and eligible voters were deliberate choices aimed at capturing insights from individuals directly impacted by the political content disseminated through digital platforms.
References
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- Arijeniwa, A. F. & Nwaoboli, E.P. (2023). Setting agenda for public discourse: Examining the impact of social media on political participation amongst Nigerian youth. International Journal of Arts, Humanities and Management Studies, 10(1), 36-53.
- Asemah, E. S. (2020). Mass media in contemporary society. Jos: University Press. Retrieved from https://www.researchgate.com
- Asemah, E. S. (2021) Communication, pandemic, and civil unrest in Nigeria. Franklead Printing Company.
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- Asemah, E. S. (2021). Research in mass communication. Undergraduate lecture note, University of Benin, Benin City, Edo State, Nigeria.
