Strategic media campaigns in electoral politics: Analysing the impact of team Peter Obi in Nigeria's 2023 presidential election

Abstract

This study investigates the role of Media Campaign Teams (MCTs), focusing on Team Peter Obi's digital strategies during Nigeria's 2023 Presidential Election. The research marks a step toward understanding the evolving dynamics of digital campaigning and its implications for electoral politics. It explores the impact of digital campaigning on voter engagement, particularly among the youth, and the overarching electoral outcomes. Leveraging a comprehensive analytical framework that integrates theoretical perspectives from the Agenda-Setting Theory, Spiral of Silence Theory, and Social Identity Theory, this research elucidates how Team Peter Obi's innovative use of digital platforms—social media engagement, targeted digital marketing, and data analytics—reshaped political communication and mobilisation. The comparative analysis underscores Team Peter Obi's campaign as a benchmark in digital electoral strategy within Nigeria, characterised by its novel engagement approaches and extensive outreach, setting a new precedent for the strategic use of digital media in political campaigning. The findings reveal a significant shift in electoral strategies towards digital engagement, evidencing increased voter interaction, community building, and mobilisation through platforms like Twitter, Facebook, and Instagram. This study contributes to the academic discourse on media influence and political communication by highlighting the efficacy of digital platforms in shaping political discourse, amplifying supportive voices, and fostering a cohesive supporter base online. It offers insights for political campaigners and media strategists on the importance of digital engagement, targeted messaging, and community building in the digital era. Despite its contributions, the study acknowledges limitations, including the reliance on publicly available data and the challenge of attributing electoral outcomes directly to digital strategies.