How the effect of social media affects the rational thinking of electorates during election.

1. Impact of Social Media of
Electoral Process
Adeoye Oludotun
Student Number: 200365629
8/23/2017
Universityof Regina
Computer Science Department
CS 890DW: Internet and Social Participation

2. 1
Table of Contents
CHAPTER 1.........................................................................................................................................2
1.0 INTRODUCTION.........................................................................................................................2
1.1 STATEMENT OF THE PROBLEM .............................................................................................4
1.2 SIGNIFICANCE OF THE STUDY................................................................................................4
1.3 SCOPE/LIMITATION OF STUDY..............................................................................................5
CHAPTER 2.........................................................................................................................................6
2.0 LITERATURE REVIEW..................................................................................................................6
2.1 DEMOCRACY.............................................................................................................................6
2.2 Election and Electoral Process....................................................................................................7
2.3 Social Media.............................................................................................................................9
2.4 DISCUSSION............................................................................................................................11
2.4.1 FUNDRAISING...................................................................................................................15
2.4.2 UNPAID ADVERTISING.......................................................................................................15
2.4.3 FEEDBACK AND DIRECT CONTACT WITH VOTERS.................................................................16
2.4.4 DISSEMINATION OF INFORMATION....................................................................................16
2.4.5 POLL RATINGS, AND ELECTION PREDICTION OUTCOME.......................................................17
REFERENCES:....................................................................................................................................20

3. 2
CHAPTER 1
1.0 INTRODUCTION
Humans as sociable entities are constantly having a constant link and interaction with one
another on a daily basis and as a result of this mutual exchange between themselves, they form
social groups needed and essential for their survival. Within the formed groups, rules are
designed; institutions and systems within which they seek to exist are also created.
As humans become more and more connected, their behaviours start evolving, some for the
better and some for the worse. Thus, our interpersonal connections become so extensive and
complicated that rules are then needed to govern the way we act in order to avoid chaos. In
doing this, ranks and hierarchies are then created with someone needed to take the lead.
Humans are creatures who need leaders. Leadership is a universal feature of human societies
and affects the quality of life of the people in various important ways. During periods of respite
and tranquillity, the important role of a leader might not be realised. However, when politicians
start wars, when business leaders gamble with our life savings, and when religious leaders
create violent sectarian divides, leadership becomes a matter of life and death.
Having a leader to pledge allegiance to is vital to social function, as it gives a one mind reason
required to cooperate with one another. Hence, leaders are either picked or chosen for almost
everything being done. Leaders are chosen in the religious sects, the government, local
community, within a household or for even impromptu events.
The formal group decision making process wherein an individual is chosen to lead and/or hold
an office is regarded as an election. Elections have been the usual means through which
modern democracy operates as it involves the real participation of the people in a way to form

4. 3
the government that leads and directs them. Democracy depends on the people, the people
depend on the election/elected individual to represent them as well as their interest.
The media is essential to democracy just as a democratic election is quite not feasible without
the impact of the media. A free and fair election is not only about the freedom to vote and the
knowledge of how to cast a vote, but also about a participatory process in which electorates
participate in electoral process, decisions, debate to aid them in making better decisions.
The arrival of the of the Internet vis-à-vis Information Technology has opened up the global
populace to different interactive platforms on which different kinds of information is exchanged
which might significantly have effect on human behaviour, decision and judgment. The
emergence of the Internet as the new mass medium of the 21st century now changes the mass
media substantially.
Social media are new information network and information technology using a form of
communication utilizing interactive and user-produced content, and interpersonal relationships
are created and maintained. Social media as a tool has enabled free flow of information and has
create a circle through which information can be accessed easily at any given time or location.
Using the social media, information is now relatively distributed at high speed with inherent
low cost, and high broad scope.

5. 4
1.1 STATEMENT OF THE PROBLEM
The use of social media for communication has greatly increased over the last few years. Due to
the availability of online social networks such as Facebook and Twitter, people are now
increasingly relying on social media to not only interact with one another but also to read and
share news, discuss important events and engage in political discussions.
Social media has gradually become one of the important means of influencing the society and
this influence is based exclusively on its social aspects of interaction and participation. The
more popular and wider coverage social media gets, the more its impacts of the electorate
which in turns influences people’s general view to way of life such as interaction,
communication, social view, cultural conception, politics, e.t.c.
This research work seeks to ascertain if the social media (along with its myriads of activities) has
an impact on the electoral process, and if so, the kind of impact (either positive or negative)
along with the level its toll of effect can be noticed on the electoral process.
1.2 SIGNIFICANCE OF THE STUDY
This study will help beam the searchlight on the impact of social media on the general electoral
process, how it affects the voter’s behaviour, and on the decisions they make towards the
elections as a whole based on the information available to them on the internet. It will also
enlighten relevant stakeholders such as political parties, candidates, and even the civil society
on how social media can bring about awareness and campaign opportunities if properly
utilized.
This research study will help stakeholders understand that maintaining a good and healthy

6. 5
profile online with a cordial relationship between the party and voters can positively influence
voter’s behaviour. Lastly, this research work will add to the body of knowledge on the already
existing scholarly materials on the impact of social media on voter behaviour.
1.3 SCOPE/LIMITATION OF STUDY
This study will examine the impact of social media on the electoral process using previous
conducted elections in major countries as a case study.

7. 6
CHAPTER 2
2.0 LITERATURE REVIEW
2.1 DEMOCRACY
Democracy, in its simplest form, and with the common definition, is regarded as the
government of the people, for the people and by the people. By the above definition, it simply
infers that democracy is a form of government in which the greatest authority of power resides
in the people, and being put to use directly by them or through the individuals chosen by them.
Democracy is majorly characterised by the active involvement of the members of a community
and their participation thus giving them the opportunity to partake in all governmental
activities. This shows that democracy is not just an act of voting but rather a form of
government in which the will of the people is reflected.
Democracy, unlike other forms of government wherein the absolute power is concentrated in
the hands of a single person or group of persons, seeks to ensure that the interest and concern
of the majority of the populace is represented. Thus, it is regarded as a government that
favours the many rather than the few.
If the people are thus represented in a democratic form of government, then it means that
there needs to be a social state in which there is an equal right, void of ranks and privilege to
any member of the society [Landry, 1997].

8. 7
Effective participation, equality in voting, informed electorate, citizen control of the agenda,
inclusion and fundamental human rights are some of the features that a democratic
government should possess [Britannica, 2017],
Though a democratic government is concerned and connected with the mass populace, they all
however cannot be actively involved with the administration and conduct of the government
[Basu, 2015]. This is not just because the many cooks are certain to spoil the broth, but also for
the reason that it is quite impossible for a government to function with all the people
clamouring as the head [Mitra, 2014]. Hence, at intervals, a representative government is
chosen to represent the interest of the people in an act called Election.
2.2 Election and Electoral Process
“Election is a formal group decision making process through which a population selects
individuals to hold public offices” [Wikipedia, 2017]. It is a mechanism where choices are made
to choose representatives at regular intervals. Election is the real participation of the people in
democracy, wherein the people are actively involved in the formation of the government. Just
as the water is important to the fish, so also is election to democracy. Democracy depends on
the people, the people depend on the elected to represent them and election shows that the
populace is being ruled by the people.
The concept of election indicates that the people are presented with alternatives from which
they can choose among a number of persons to form the government. Elections, thus, are quite
relevant to a democratic government.
Election is quite important as it gives the common people the opportunity to choose their
leaders thereby giving them indirect control over the functioning of the government. Election

9. 8
also affords the people the opportunity to remove the chances of having an oppressive
government as any government that is un-satisfiable to the people can be readily removed
[Patha, 2014].
Elections therefore is crucial in a democratic society as it is the through it that the people are
able to constitute the source of power through the election of individuals in whom they place
their trust [Mitra, 2014]. Popular will is therefore enhanced through the use of elections and
becomes pivotal to the existence and stability of democracy.
Just as democracy in this present age is being touted as the best system of governance,
allowing for a high number of people participation and decision making, the electoral process
that is however being employed to ensure the selection of the representatives via a fair means
also serves as a major determinant of how democracy will thrive in such community [Nachana’a
et al, 2014]. The electoral system in place therefore determines the sustainability of the
democratic rule and political behaviour of the people [Okolo, 2002].
Generally, the election process can be divided to three main phases which are the pre-election
phase, the election phase and the post-election phase [Ademowo, 2017].
The pre-election phase highlights out the activities engaged in prior to the election. This
includes the political parties’ registration, as well as voters’ registration, campaign processes,
voters’ education among others. The election phase captures the election proper itself, the
observation and monitoring of the election, secrecy of the election, votes and ballot counting,
etc. Announcement of results, post-election review, and settlement of post-election disputes
and other activities and events after the election are all grouped under the post-election phase.
The electoral process is thus a complex one which starts at the announcement of intentions to

10. 9
conduct an election and ends when conclusions have been made as to the winning and
invariably loss of the election.
2.3 Social Media
Information Technology vis-à-vis the Internet has changed not just our way of lives or of doing
things but also the way we communicate and relate with one another. With the ever-increasing
advancement in the technological world, access to various devices such as personal computers,
laptops, smartphones, tablets and others have now been enhanced [Entwistle, 2012].
Using these devices, access to information and its dissemination has thus increased greatly. In
the light of this, various services like chatrooms, newsgroups and instant messaging platforms
came on the increase. The proliferation of the number of active participants on this platform
led to the birth of the social media.
The influence of the social media in the modern-day society is quite immeasurable. It provides a
rich environment for understanding social connections, interactions and information sharing
across the society [Macaro et al, 2016]. The social media has presented itself as the most
accessible source of information in the present-day society [Adenuga, 2016]. In a relatively
short period of time, social media has gained relevant importance as a tool of mass
communication and public enlightenment.
“Social media, as currently employed on the internet, has the advantage of being brief,
targeted, and instantaneous” [Bermudez, 2012]. It has become almost an inseparable part of
human life in places where they exist. The impact of social media of late on governance is on
the rise, and this acts as a tool for clearer campaign and much wider coverage. Social media

11. 10
offers new ways for citizens to discuss and debate politics and engage in the democratic
process. These online systems could be places for rich policy relevant debate [Best, 2015].
Just as the social media is being used as a tool for communication, there has been a major
reliant on it for information sharing and engaging in political discussions [Yaqub et al, 2017].
Social media has been able to carve a niche for itself in our daily life, so also is its effect and
impact being felt in the political discourse.
Politicians and political parties alike are now in cognisance of the wide-reaching effect of social
media in not just spreading information but also in spurring people to action. Political
campaigns are now having strong online presence not just in terms of emails and websites, but
also on social media, actively engaging the electorate with ideas and manifestos they have on
hand.
The social media is now being used in electioneering process-campaigns, educating and
intimidating the electorate on various electoral processes and procedures. Voters are now
being actively engaged thus creating a feeling and sense of social connectedness while also
persuading them to vote. Voters are also using the social media platform in influencing their
friends and family on various political matters and in aligning them to their point of view [Resel,
2016].
Some majorly used social media platform includes Facebook, Twitter, Instagram, Snap chat,
PinInterest, e.t.c. All these sites and applications have interactive options that facilitate
broadcasting and rebroadcasting of information. Various other smartphone applications such as
the Blackberry Messenger (BBM), WhatsApp, Nimbuzz and 2go are also social media platforms
in use.

12. 11
2.4 DISCUSSION
Social media without doubt has changed the way we communicate as it is now a tool used for
engaging and mobilizing people [Wikipedia, 2017]. The materialization of the social media has
also affected the pattern of communication within the political discourse globally. People and
the voters are now able to directly link up with politicians and engage them based on their
political manifestos. Likewise, political parties and politicians are also using the prowess of the
social media in enchanting the voters and in their campaigns [Wikipedia, 2017].
This has given the people the privilege to be able to bare open their believe and make the
active stakeholders in the politics quite accountable to them.
The impact and penetration of social media and its network platform across the globe is ever
increasing. The boost experienced as a result of the number of smartphone users and other
mobile devices serves as a contributing factor to this. According to Statistica Inc., an online
statistical portal, social networking ranks as one of the popular activities online. Compatible
mobile apps across various devices, optimised websites to allow for mobile browsing and other
technological advancements have allowed users to be able to access information comfortably
on various social media sites and network online.
Based on a survey graph as reviewed by Statistica, the number of social media users worldwide
has been increasing. Compared to less than one billion users in the year 2010, there was an
increase to 1.22 billion users in the year 2011. This number increased to 1.4 billion users in
2012 and subsequently to about 1.6 billion users in 2013. This similar increase in number of
users was experienced up till the year 2017.

13. 12
Source: Statistica
From the Social Media fact sheet as published by Pew Research Center, 7 out of every 10
Americans uses the social media with a major increase yearly in the number of adult users as
indicated in the diagram below.
Source: Pew Research Center
An answer to the rhetorical question of who uses the social media is answered simply as

14. 13
“everyone”. The data sheet result according to a survey conducted by Pew Research Centre for
social media users in America shows that the social media user base cuts across every set
criteria of users. Categorization based on age groups, race, gender, educational qualification,
income status and community settlement has an active growing number of users over the
years.
The Search Engine Journal posited at February 2016 that Facebook has the highest number of
users with a global database of 1.5 billion users, closely followed by Youtube with 1billion users.
Twitter surprisingly comes in at the fifth place with 316 million users after Instagram and
Google+. A full detail of the social media demographics table is indicated below:
Social Media Number of Users
Facebook 1.5 Billion
YouTube 1 Billion
Instagram 400 Million
Google+ 343 Million
Twitter 316 Million
Tumblr 230 Million
Snapchat 200 Million
Pinterest 100 Million
LinkedIn 97 Million

15. 14
Social network sites worldwide ranked by number of active users (in millions, as of January
2017), Source: Smart Insights
The first major impact of social media on the political scene was during the 2008 American
Presidential election. Candidates used the social media as a tool for their campaign [Wikipedia,
2017]. President-elect, Barack Obama was able to use the Internet to organise support, get
advertisement done and relate with prospective individual voters. This act opened up the era
wherein politicians started jostling for the use of social media in reaching out to voters and in
broadcasting their electoral promises.

16. 15
2.4.1 FUNDRAISING
There has been a major slide and change in the political landscape as a result of the role being
played out by the social media in campaign fundraising. The use of social media in fundraising
political campaign is giving a positive result as evident in recent electioneering campaigns.
The 2008 election campaign of Senator Obama via social media proved quite effective as he
was able to raise up to millions of dollars from online donors whom he was able to connect
with as a result of the social media initiative he took. This trend was what he continued and
improved on in his 2012 election bid and took even took further with the development of a
mobile app used in organizing supporters, sign up for campaigns and events and to donate
money [Fox, 2012].
2.4.2 UNPAID ADVERTISING
The sole purpose of advertisement is to get a message across to a number of audiences, and a
large one as much as possible. The social media has been able to offer since considering the
number of active participants found on each social network coupled with the speed and rate at
which information spreads across the social network platforms.
Politicians and political parties alike have been able to tap into this resource that the social
media offers and have been using it to their advantage. It is now common for commercials
produced by political parties and their political aspirants to upload such videos on various social
media platforms.

17. 16
The “Yes we can” video of President Obama was one of the contributing factors of his high
popularity on social media. There was over 14 million of hours all free airtime of video views of
the Obama campaign on Youtube [Fox, 2012]. Same tactic was also applied by the campaign
team of a governorship aspirant of lagos State, Akinwunmi Ambode, during the 2015
Governorship Election. The “Gbabe” campaign video enjoyed lots of airtime on YouTube and
helped soared the popularity of the politician amongst his contemporaries.
2.4.3 FEEDBACK AND DIRECT CONTACT WITH VOTERS
Using the social media, the electorate can directly connect with the politicians and be able to
voice out their opinions of some matters of concern to them. This also works well for the
politicians alike helping them have a direct communication with voters without having to spend
much in getting feedback from them. This will assist them to weigh in on their policies and
manifestos and to have a one hand information of the response from the electorate [Murse,
2017].
2.4.4 DISSEMINATION OF INFORMATION
The “Share” button on Facebook as well as the “Retweet” button on Twitter amongst many
others are major features of the various social media platforms that politicians are now using to
get their campaigns go viral. The social media are now being used to organize campaigns while
their supporters use it to disseminate information amongst themselves and in appealing others
to join them.

18. 17
2.4.5 POLL RATINGS, AND ELECTION PREDICTION OUTCOME
Just as polls are quite important to every election campaign, so also have poll results taken
prominence to every election. Various social media network now offer poll taking services on
their platform. These poll results politicians have used to determine their popularity and rating
amongst the electorates and to be able to strategize on the areas t intensify their efforts.
Many voters have also being influenced by the result from polls and online rating. Many believe
if a candidate has popularity amongst the populace, then it will not be worthwhile to cast their
vote for someone who is not.
As technology continues via the internet continues to be more pervasive in our lives, so also will
the social media be. The social media will continually wield more power and have great impacts
on various aspects of the human endeavour of which politics will not be an exemption.
The social media will continually see its place as a tool to be used in influencing voter’s
behaviour and decision and in advancing various political propagandas and agendas.
Future political campaigns will continue to witness more and more online presence beyond the
creation of email accounts and websites but also to the point of the extensive use of the social
media.
Political candidates and their stooges will join the tech wagon, constantly using the social media
to build a name for their principals, get their political agenda open to the public, while the
populace and the voters will use same to discuss the candidates.
More and more of the voters will stick to the social media in showing their support to their
preferred political candidates, thus using the platform to air and share their opinion with a

19. 18
mind-set to use it as a means to influence and canvass for votes for their candidates. There is
also likely to be an increase in the number of mobile campaign apps aimed at using to get more
social awareness on various political events and campaigns and to educate the electorate on
the electoral processes.
More advancement from the social media companies will also continue to affect the political
circle. Polling technique online via the social media will become more common and hopefully,
virtual rallies and party conventions will get to be held and played out over the social media.
However, despite the silver lining in regards to the positive impact social media will have on
future elections and electoral processes, an inevitable truth is that there is an excess freedom
that needs to be curbed on the social media networks. However, many posts are of the opinion
that freedom cannot be taken away from social media about the information that goes around
it, yet there needs to be a measure to check it. The arsenal of resources at the hands of social
media users will always make the battle of fake news on social media to linger on, thus
increasing the spread of false information. This, politicians can and have been making use of the
unchecked freedom to create a vendetta against their political opponents on social media.
There is also a tendency of the social media taking over from the mainstream media in regards
to the coverage and public education and awareness on future elections.
Just as was Ariana Huffington said, “Were it not for the internet, Barack Obama would not be
president, were it not for the internet, he wouldn’t even have been the democratic nominee”.
As the growing momentum behind the social media will continue to change and increasing
affect the political discourse and future elections in general, the interesting questions that will

20. 19
come to be is what strategies and content of political communication will be undertaken by
politicians in driving their political agenda across the social media?

21. 20
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