The Influence of X on Voter Engagement and Candidate Image Building During the 2024 Edo State Gubernatorial Elections

Abstract

The frequent use of social media in politics has transformed how voters connect with candidates and how candidates shape their image. The study aims to assess the extent to which X influenced voters' interest in the Edo gubernatorial elections. This research examines the role of X (formerly Twitter) in affecting voter participation and shaping the public perception of political candidates during the 2024 Edo State gubernatorial elections. The study employed a survey method, using a structured questionnaire to gather data from 400 respondents across three local government areas in Edo State: Esan West, Etsako East, and Etsako West. A simple percentage was used to analyse the findings. The results show that, although X provided a platform for political discourse, its impact on voter interest and engagement was limited. Many respondents did not actively follow political discussions or rely on X as their primary source of election-related information. Moreover, misinformation, online harassment, and internet access issues hampered its effectiveness in mobilising voters. While political candidates used X for self-promotion, traditional media remained the main channel for political engagement. The study concludes that, although X is part of modern political communication, its influence on voter behaviour in Edo State remains unclear. I recommend increasing political participation by educating citizens on how to verify information and engage positively online. Politicians should prioritise connecting with voters over mere self- promotion. False information should be tackled through fact-checking and establishing clear rules. Online discussions should be safe and inclusive, employing hashtags and live Q&As. Enhancing internet access and combining social media with traditional media can help reach a wider audience. Finally, further research is needed to understand how different groups in Edo State participate in online politics.