Social Media Content Preferences and Political Participation among Nigerian Youths

IF 1.3 Q2 COMMUNICATION Romanian Journal of Communication and Public Relations Pub Date : 2022-04-01 DOI:10.21018/rjcpr.2022.1.335

Mande Ande Mande, Lambe Kayode Mustapha, Bahiyah Omar, M. Mustapha, Ismail Sheikh Yusuf Ahmed

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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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尼日利亚青年的社交媒体内容偏好与政治参与

本研究考察了社交媒体内容偏好对尼日利亚相对新生的民主政治参与的影响。由于新闻和娱乐偏好对政治参与的影响结论不一，我们在尼日利亚北部的一个州抽样了434名18-35岁的年轻人，调查不同的社交媒体内容消费对政治参与的差异影响。结合政治效能和偶然新闻曝光的调节和中介影响，研究结果证实，新闻和娱乐偏好是积极的，显著预测受访者的政治参与。政治效能调节了新闻偏好对政治参与的影响，而偶然新闻曝光并没有调节娱乐偏好对政治参与的影响。我们建议进一步调查内容偏好对尼日利亚青年政治参与的影响，他们构成了该国选民的相当大的成员。

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来源期刊

Romanian Journal of Communication and Public Relations COMMUNICATION-

CiteScore

1.40

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： The Romanian Journal of Communication and Public Relations welcomes high quality contributions investigating topics in the fields of mass media, communication and public relations, from theoretical, empirical and critical perspectives. The RJCPR mainly favors original and articulate research papers, but theory-focused articles, book reviews and other scientific contributions are also welcome