Browsing by Author "Bahiyah Omar"

Now showing 1 - 4 of 4
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    Salience in the Media and Political Trust in Nigeria: The Mediating Role of Political Participation
    (Universiti Putra Malaysia, 2021-11-05) Oladipupo Abdullahi Akinola; Bahiyah Omar; Lambe Kayode Mustapha
    Political distrust is prevalent in many parts of the world. Scholars have discovered many factors affecting political trust, but they have paid little attention to the influence of issue salience in the media on political trust. Focusing on the role of media in assigning salience to corruption issues in Nigeria, this study examined the influence of mainstream media and social media on political trust. In addition, we treated political participation as a mediating factor and investigated its effect on the relationship between perceived salience of corruption in media and political trust. A survey was conducted on a sample of 688 Nigerians aged above 18 years old using a multi-stage cluster sampling technique. The data was later analyzed using Partial Least Square-Structural Equation Modelling (PLS-SEM). We found that salience in media predicted political trust, and the effect was stronger for social media than mainstream media contexts. Our findings also suggested that political participation directly affected political trust and was a significant mediator that affected the relationships between salience in the mainstream media (SMM) and political trust and between salience in the social media (SSM) and political trust. The results imply that salience in media leads to political participation, leading to political trust. This study supports the assumptions of both agenda-setting and agenda-melding theories. It suggests that policymakers in Nigeria should adopt media, especially social media, to restore the people’s trust in government.
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    Social Media Content Preferences and Political Participation among Nigerian Youths
    (College of Communication and Public Relations, 2022-04-01) Mande Ande Mande; Lambe Kayode Mustapha; Bahiyah Omar; Maryam Lasisi Mustapha; Ismail Sheikh Yusuf Ahmed
    This study examines the influence of social media content preferences on political participation in Nigeria’s relatively nascent democracy. Due to mixed conclusions on the influence of news and entertainment preferences on political participation, we sampled 434 youths aged 18-35 in a Nigerian northern state, to investigate the differential influence of diverse social media content consumption on political participation. Incorporating the moderating and mediating influences of political efficacy and incidental news exposure, findings confirm that news and entertainment preferences are positive, significant predictors of political participation among respondents. While political efficacy moderated the influence of news preference on political participation, incidental news exposure did not mediate the influence of entertainment preference on political participation. We recommend further investigation into the influence of content preferences on political participation among Nigerian youths who constitute considerable members of the nation’s electorate.
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    Social Media Content Preferences and Political Participation among Nigerian Youths
    (College of Communication and Public Relations, 2022-04-01) Mande Ande Mande; Lambe Kayode Mustapha; Bahiyah Omar; Maryam Lasisi Mustapha; Ismail Sheikh Yusuf Ahmed
    This study examines the influence of social media content preferences on political participation in Nigeria’s relatively nascent democracy. Due to mixed conclusions on the influence of news and entertainment preferences on political participation, we sampled 434 youths aged 18-35 in a Nigerian northern state, to investigate the differential influence of diverse social media content consumption on political participation. Incorporating the moderating and mediating influences of political efficacy and incidental news exposure, findings confirm that news and entertainment preferences are positive, significant predictors of political participation among respondents. While political efficacy moderated the influence of news preference on political participation, incidental news exposure did not mediate the influence of entertainment preference on political participation. We recommend further investigation into the influence of content preferences on political participation among Nigerian youths who constitute considerable members of the nation’s electorate.