Use of Media Platforms for Information Dissemination by Politicians in Kano State, Nigeria

Abstract

This study investigates the use of media platforms for information dissemination by politicians in Kano State, Nigeria. The study addresses two research questions and tests one research hypothesis. The population of the study comprised of 1,464 politicians across 20 political parties in the state, and the data collected using a descriptive survey design. A purposive and proportionate sample of 306 politicians was selected and administered with questionnaires, and 276 questionnaires were completed and returned for analysis. Data were analyzed using descriptive and inferential statistical methods. The findings indicate that social media platforms such as Facebook, WhatsApp, and X were the most frequently used during information dissemination whereas, traditional media such as television and newspapers were less frequently use by the respondents. The study further revealed that the major challenges faced by politicians in the use of media platforms included high cost of media use, incessant dissemination of false information or groundless allegations by political opponents. Furthermore, the study found no significant relationship between politicians’ use of media and the effectiveness information dissemination in Kano State. Finally, the study recommends that to mitigate the high cost of media platforms use, politicians should focus on cost-effective digital marketing strategies. This includes using social media platforms for the dissemination of efficient and impactful campaign information.