Social Media Content Preferences and Political Participation among Nigerian Youths
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Date
2022-04-01
Authors
Mande, Ande Mande
Mustapha, Lambe Kayode
Omar, Bahiyah
Mustapha, Maryam Lasisi
Ahmed, Ismail Sheikh Yusuf
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Abstract
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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Keywords
social media, news preference, political efficacy, political participation, Nigerian youths
Citation
Mande, A. M.; Mustapha, L. K.; Omar, B.; Mustapha, M. L.; Ahmed, I. S. Y. (2022). Social Media Content Preferences and Political Participation among Nigerian Youths. Romanian Journal of Communication and Public Relations. 24 (1), 7-23.