TY  -  JOUR
AU  -  Kyermun Samuel Dapiya
PY  -  2024/01/02
Y2  -  2024/02/13
TI  -  Social Media Press Releases as a Tool for Political Communication in Nigerian Politics: A Study of Post-2023 General Election Audience Engagements on Facebook 
JF  -  Nasarawa Journal Of Multimedia And Communication Studies
JA  -  NJOMACS
VL  -  5
IS  -  2
SE  -  
DO  -  
UR  -  https://www.njomacs.com/paper/social-media-press-releases-as-a-tool-for-political-communication-in-nigerian-politics-a-study-of-post-2023-general-election-audience
SP  -  173–188
AB  -  This research addresses the specific utilisation of social media press releases (SMPRs) on Facebook to enhance audience engagement by Nigerian political party’s post-2023 general election. Grounded in the Transactional Model of Communication, the study employs a content analysis research design with a population of the study of 121 but with an inter-rater reliability of 112 or 92.5% formed the sample size of the study. The purposive sampling technique was adopted for this study focusing on major political entities such as the All Progressives Congress, Peoples Democratic Party, Labour Party, All Progressives Grand Alliance, African Democratic Congress, Peoples Redemption Party and the New Nigeria Peoples’ Party. The findings reveal substantial variations in SMPR frequency across parties. The People's Democratic Party (PDP) emerged as the most prolific, emphasising SMPR themes such as National issues, Party affairs, Post-election judgments, Inter-party affairs, and party affairs. PDP also stands out with the highest audience engagement, measured through reactions, comments, and shares on Facebook. To address the identified low frequency of Social Media Press Releases (that is 112 from all political parties), the study recommended that political parties prioritise a more consistent release schedule. Additionally, diversifying SMPR themes and incorporating multimedia elements are suggested strategies to enhance audience engagement on Facebook.
ER  -