CHAPTER ONE

INTRODUCTION
1.1 Background of the Study
The political method refers to the complex interactions and sports involved in
governing a society via decision-making, coverage formulation, strength
distribution, interest representation and battle resolution. consistent with Easton
(2016), political system is the authoritative allocation of values for a society. Dahl
(2020) also perspectives political manner the means via which a society makes and
implements decisions. Political participation refers to the numerous approaches
citizens engage with the political process, inclusive of balloting, protest, activism,
volunteering and contacting representatives. Brady (2009) opines that political
participation is the processes through which residents have interaction with
authorities and politics elements that influence political participation include
socioeconomic reputation, education, age, gender, ethnicity, interest in politics,
efficacy and social networks.

However, the proper to political participation is a essential proper that still enables
the leisure of other human rights. in line with Nigeria.action4justice.org/felony
(2024), this proper encompasses the right to vote and the right to be elected, to
create political events and take part in political debate. but, it goes past formal
democratic tactics like participation in an election and includes broader
participation, inclusive of participation in choice-making on law and policy. it's far
nicely-installed in worldwide human rights regulation and operative at both nearby
and countrywide tiers. this is a 9aaf3f374c58e8c9dcdd1ebf10256fa5 truth however
what number of Nigerians are completely privy to this proper and how many are
taking part actively in Nigeria politics.
Furthermore, Article 25 of the worldwide Covenant on Civil and Political Rights
(ICCPR), also ensures all citizens the proper and the possibility, with out
unreasonable regulations, to take part in the conduct of public affairs at once or
through freely chosen representatives; to vote and to be elected at actual periodic
elections; and to have equal access to public carrier. every person has the right to
take part in politics and all different associated sports. Political participation
includes all varieties of actions taken with the aid of a person or organization of
persons to both express their opinions or have an effect on a political technique,
selection, or authorities of their country.

More so, all of us takes element in political activities at diverse factors of their
lives in a single form or the alternative even without understanding it. The
maximum common paperwork consist of vote casting preferred candidate at some
point of election; standing for election, writing/blogging about a political issue,
volunteering for a campaign; volunteering to aid an initiative, public consultations
(conferences with politicians/ elected officials to make ones’ opinion known);
main or becoming a member of an activist or hobby group, accomplishing citizen’s
motion like protest, boycotts; protecting a public office; signing a petition;
donating to a motive/ marketing campaign; writing a letter to a public reputable/
consultant and becoming a member of or growing a political birthday party.

Consistent with the above, the proper to take part in political and public existence
is interrelated, interdependent and indivisible with other rights. which means
violations of the right to take part in political and public activities can lead to
violations of the amusement of different human rights and vice versa. that is in
which public family members have important roles to play.

Many Nigerians won't recognize wherein their right to take part in politics of the
country begins and where it stops. lack of expertise is neveran excuse to breach
any regulation. presently, there is serious anxiety on the political scenario in
Nigeria. The monetary state of affairs, the nation of the Nigeria education, the
security state of affairs and different burning troubles are all evidences of awful
governance. To repair matters nicely, there's each need for political participation of
urban citizens of Nigerians as a way to fix matters back to their normal situation
(https://www.lawinsider.com> political procedures, 2024).

Hence, there may be need for, city citizen participation in political methods in
Nigeria. in the meantime urban citizenship is primary in public actions within the
much less properly-off neighbourhoods. It lies in a dialectic relation between
politics, man or woman or collective engagement and concrete areas, shifting the
debate closer to the active citizen’s territorial engagement. Political lukewarm at in
political system in Nigeria, there is want for active participation of Nigerian
residents inside the political techniques in Nigeria.

Nearly, digital media is greatly influencing each activity of man at this virtual age.
Henry Jenkins (2006) opines that virtual media is the intersection of era,
communique, and creativity. Key characteristics of virtual media are digitalization,
interactivity, hypertextuality, immersion and convergence (Jenkins, 2006).
presently, virtual generation performs widespread roles on the Nigeria electoral
strategies. within the field of politics, virtual media has made urban citizen
participation in political manner a good deal less complicated. although not really
implemented, digital era played critical roles during the last 2023 trendy election in
Nigeria.

By using implication of the above history, the researcher sought to observe

“influence of virtual Media on urban Citizen Participation in Political manner (A
study of citizens of Enugu Metropolis”.
1.2 Statement of Research Problem
Preferably speak me, the political manner in Nigeria has been deteriorating to the
volume that any preferred election used to be marked through various dimensions
of electoral violence. The sports of the existing authorities within the region of
political technique inside the u . s . a . have weaken political interest of many
Nigerians. there may be almost political apathy inside the united states. this is
because of distrust of government in electricity through the electorates thru
unbiased country wide Electoral commission (INEC). ballot container snatching,
falsification of election end result, imposition of candidates on the electorates are
some the approaches elections are marred in Nigeria.

As a remember of reality, authorities has a responsibility to respect, sell, guard and

satisfy human rights. these includes a obligation to chorus from proscribing or
interfering with human beings playing the proper to political participation by way
of, as an instance, now not cancel elections or deny a person the proper to create a
political celebration; a obligation to defend each person and companies in Nigeria
from any intimidation or harassment to reduce their political participation, along
with threats or private assets damage of celebration headquarters; a obligation to
make sure authorities companies comply with global requirements and that the
laws which have been made to defend the proper to political participation must
conform with worldwide legal guidelines and standards, inclusive of vote casting
age and having fair elections and a responsibility to take high-quality movement to
make sure human beings enjoy their rights with none interference, as an instance
facilitating that people can workout the proper to vote, such as people with a
disability or people with fitness issues. If digital media is neglected in this method,
the favored result on energetic citizen participation in politics can not be
accomplished, irrespective of from the perspective one x-rayed it.

If humans hold to boycott politics, this u . s . call Nigeria is bought out absolutely.
lots wishes to be executed in terms of orientation, political training and the want to
workout ones political right. certified and rightful leaders can only take lower back
the leadership of this country through citizen political participation in process. The
digital stands a stunning risk to actualize this.

Based totally at the severa political issues that abound within the united states, the
researcher sought to have a look at “have an impact on of virtual Media on urban
Citizen Participation in Political technique (A have a look at of residents of Enugu
town”.

1.3 Objectives of the Study

The overall goal of this take a look at is to discover “have an impact on of virtual
Media on urban Citizen Participation in Political technique (A take a look at of
residents of Enugu metropolis”. particular targets of the take a look at consist of;

1. To observe if digital media promotes urban citizen participation in political

procedure in Enugu metropolis
2. To determine how digital media promotes urban citizen participation in
political process in Enugu city and
3. To discover the effectiveness of digital media in selling city citizen
participation in political technique in Enugu city.

1.4 Significance of the Study

This examine can be of incredible great to college students, media practitioners,
Nigerian masses, politicians, government, electorates and future researchers.
 This have a look at will be beneficial to students because they'll understand
that public relations is a effective tool to influence the opinion of hundreds for the
coolest of the mass target audience and additionally for the coolest groups which
they may discover themselves the next day.
The result of this look at can be beneficial to media practitioners due to the
fact they may see the need to uphold the exercise for you to attain the cause for
which they embark at the career.
Nigerian hundreds will also benefit from the end result of this observe as it
will help them to retreat their steps on political apathy they advanced. they will be
made to participate actively in affairs of state of the united states of America.
Politicians will enjoy the have a look at due to the fact they'll take heed to
their actions and inactions to be able to enable them to win the hearts of the
electorates in the course of elections. Politics will not be enterprise as ordinary and
this will lead them to emerge as better residents of the county.
Nigeria authorities may even enjoy the have a look at due to the fact they
may be made to remember the fact that Nigeria political isn't their non-public
commercial enterprise.
The examine will be beneficial to electorates due to the fact energetic
participation of humans in politics will make the society a higher region and
dividends of correct governance may be reaped by way of all.
Sooner or later, future researchers will use the final results of these paintings
as reference for his or her examine.
1.5 Research Questions
The following research questions guided this study.
1. Does digital media promote urban citizen participation in political process in
Enugu metropolis?
 2. In what ways are digital media promote urban citizen participation in
political process in Enugu metropolis?
3. Is digital media effective in promoting urban citizen participation in political
process in Enugu metropolis?

1.6 Research Hypotheses

The following hypotheses guided the study.
H1: Digital media promotes urban citizen participation in political process
in Enugu metropolis.
Ho: Digital do not media promote urban citizen participation in political
process in Enugu metropolis.
H2: There are so many ways through which digital media is effective in
promoting urban citizen participation in political process in Enugu
metropolis.
H0: There is no way through which digital media is effective in promoting
urban citizen participation in political process in Enugu metropolis.
H3: Digital media effective in promoting urban citizen participation in
political process in Enugu metropolis.
H3: Digital media is not effective in promoting urban citizen participation in
political process in Enugu metropolis.
1.7 Theoretical Framework
Political Process Theory
Political method principle (PPT) is taken into consideration the middle idea of
social actions and the way they mobilize (paintings to create trade). It turned into
advanced by way of sociologists within the U.S. during the Nineteen Seventies and
80s, in reaction to the Civil Rights, anti-struggle, and pupil movements of the
Nineteen Sixties. Sociologist Douglas McAdam, now a professor at Stanford
university, is credited with first growing this concept thru his look at of the Black
Civil Rights motion.
prior to the improvement of this concept, social scientists regarded participants of
social actions as irrational and crazed and framed them as deviants in place of
political actors. developed thru cautious studies, political procedure theory
disrupted that view and exposed its troubling elitist, racist, and patriarchal roots.
This theory supported this observe because Nigeria is faced with challenges
political apartheid as a result of corrupt political elitists, ethnoreligious issues,
political godfatherism and diverse patriarchal roots in Nigeria.
1.8 Scope of the Study
The geographical scope of this look at is Enugu Metropolitan town at the same
time as the content scope is the observe of “’influence of virtual Media on urban
Citizen Participation in Political technique.
1.9 Limitation
Apart from time constraints, foremost project which the researcher faced on path of
sporting out this take a look at is monetary difficulties because of excessive fee of
network statistics, excessive value of transportation and printing substances.
1.10 Definition of Terms
Conceptual Definition of terms
Influence: The potential to have an impact on the individual, development or
behaviour of someone or something or the impact itself.
Digital Media: Any communication media that operate at the side of diverse
encoded machines-readable statistics format.
Metropolis: In members of the family to a town or town.
Citizen: An inhabitant of a particular metropolis or town.
Procedure: A sequence of movement or steps taken to attain a particular cease.
Politics: The activities related to the governance of a country or vicinity, especially
debate among parties having electricity.
Participation: The act of taking part in something.
Political participation: Refers to many distinctive methods that humans take part in
politics which include balloting and being voted for.
Enugu Town: Is the capital town of Enugu nation of Nigeria, placed inside the
southeastern Nigeria.
 CHAPTER TWO
LITERATURE REVIEW
2.1 Sources of Literature
Resources of literature used for this take a look at have been number one and
secondary sources. The researcher made use of primary and secondary sources of
records. number one supply of literature, consistent with Persaud (2010), is used to
encompass all resources that are unique. these resources offer first-hand
information this is closest to the item of take a look at. The researcher employed
interviews, respondents’ responses from questionnaires, speeches, letters, diaries,
autobiographies, reliable reviews, and so on. Secondary source is a supply that
secondhand information. they're written about number one assets. Secondary
sources also include summaries said in textbooks, magazines, and newspapers.

2.2 Review of Relevant Literature

2.2.1 Concept of Political Participation
Political participation is valuable for maximum varieties of government and crucial
for a wholesome democracy. whilst vote casting is the maximum obvious shape of
political participation, there are a wide variety of approaches for citizens to have
their voices heard out of doors of election season. this is why the look at of
political participation in social sciences is likewise crucial to information the
reasons and consequences of political advocacy. A important evaluation of
political participation must encompass social, monetary, environmental, or cultural
elements that have an effect on the political gadget (Uhlaner, 2015).

However, political participation is a fundamental human proper which every

patriotic citizen have to exercising for the coolest of any country. in line with
Uhlaner, (2015), political participation is widely described as any motion a citizen
takes to influence their political machine. constitution of any country empowers
residents to participate in politics in a spread of ways. Political participation refers
to voluntary activities undertaken by the mass public to influence public coverage,
either directly or through affecting the choice of folks who make regulations.
Examples of those activities consist of vote casting in elections, helping a political
marketing campaign, donating money to a candidate or purpose, contacting
officers, petitioning, protesting, and working with other people on issues. unique
activities cluster into modes of participation. good sized go-countrywide statistics
have shown that wealthier and higher-educated people participate at higher costs
than the less advantaged, even though this courting is weaker in international
locations wherein strong events or different political groups provide opportunity
assets (Johnson, 2012).

Moreso, political participation includes a broad range of sports through which

human beings expand and specific their critiques on the sector and the way it is
governed, and attempt to participate in and form the decisions that have an effect
on their lives. those sports range from developing considering incapacity or other
social issues on the man or woman or family level, joining disabled humans's
groups or other groups and corporations, and campaigning on the local, nearby or
country wide stage, to the method of formal politics, inclusive of vote casting,
becoming a member of a political birthday party, or standing for elections.

within the actual experience of it, many humans, which includes people with
disabilities, and especially the poor, may additionally have low tiers of political
recognition, e.g. they'll not know a way to vote or can be unaware of the lifestyles
of countrywide laws concerning disability rights or worldwide conventions,
including the conference at the Rights of people with Disabilities (Johnson, 2012).
2.2.2 Forms of Political Participation
There are forms via which political participation operates. in keeping with
https://look at.com/academy/lesson/what-is-political-participation-definition-
forms-examples.html., (2024), beneath are certain outline providing examples and
factors of greater not unusual styles of political participation.

• Vote Casting: voting is arguably the maximum commonplace shape of

political participation. In American society, as well as other democratically-
governed countries, citizens have normal opportunities to influence the
political device with the aid of voting for politicians and guidelines.
Democracies, both pure and representative, allow their parts to vote for
candidates, amendments, ordinances, referendums, or levies. American
registered citizens are tasked with deciding neighborhood, state, and
countrywide issues by means of casting their ballots in elections.vote casting
is vital as it permits constituents to pick out leaders who most intently align
with their own values.
 Protests: Protests are a treasured shape of political participation because
they recognize no season. residents may additionally have their voices heard
with the aid of collecting any time they sense their will isn't being identified
through elected officers. the united states constitution, like different
governing files round the sector, lets in for peaceful meeting of its residents
with minimum restrictions; this proper lets in human beings to arrange
protests as they see fit. Protests can be motivated by means of social,
political, monetary, environmental, or cultural problems. Protests permit
components to provide their political leaders with a visual illustration of the
number of people who aid or oppose a given reason. In Nigeria, the case of
 EndSars in 2022 indicates that Nigerians are allowed to take part actively in
politics.
• Public Consultations: Public consultations permit elected officers to are
seeking enter from their components. Elected officers may arrange a public
consultation so that it will gauge public opinion on troubles in which they're
expected to weigh in. inside the modern-day technology, public
consultations often take on the shape of city corridor conferences. another
form of public session is while ingredients contact their elected officials
unsolicited to result in them to behave or vote a sure manner. even though no
longer required, politicians who hold public consultations signal they cost
their ingredients. Public consultations also signal to voters that a flesh
presser recognizes they're employed through the electoral system, so actively
speaking with those electorate is prime for reelection.
• Jury responsibility: Jury duty is an example of obligatory political
participation. In maximum democratic governments, registered citizens may
be referred to as at any time to serve on a jury for criminal or civil instances.
Registered electorate, in idea, are part of a political "social settlement" that
calls for them to assist the judicial branch of a democratic government.
Jurors aid the judiciary by using contemplating over evidence supplied to
them to decide in choose of a plaintiff or defendant. Jury responsibility is
both an essential and unique shape of political participation due to the fact
it's far a sort of democracy on-call. citizens are compelled to serve on a jury
because they offer a democratic voice in figuring out the veracity of claims
in opposition to their fellow residents; in addition they may additionally
need the assistance of a jury themselves at some point
(https://study.com/academy/lesson/what-is-political-participation-definition-
paperwork-examples.html., 2024).
2.2.3 Factors that Affect Political Participation in Nigeria

Political participation in Nigeria is characterised by way of some troubles that do

permit active participation of Nigerian masses. in line with Uhlaner, 2015), the
subsequent are a few factors that militate against complete political participation in
Nigeria.

• Poverty – bad human beings are by and large targeted on survival

activities; their basic desires frequently want to be met first earlier than
they can take part, so they may have confined time or hobby.
• Education – with out facts and knowledge, significant participation in
politics can be difficult.
• Social isolation – there is a confined network to guide and inspire
political participation.
• Non-public factors – human beings might also have limited self belief or
motivation to take part.
• Stigma and discrimination – majority groups may have prejudices, fears
and discomfort towards human beings with disabilities and consequently
may not assist their participation.
• Lack of incapacity-friendly approaches – get admission to barriers can
make it hard for people with disabilities to take part, e.g. inaccessible
balloting booths.
• Loss of function fashions – in many countries or communities there are
few examples of people with disabilities in high profile political
positions.
• Felony barriers – in many nations people with disabilities aren't permitted
to vote, e.g. human beings with intellectual fitness troubles.
2.2.4An Overview of Digital Media

Online or digital media are any other types of telecommunications that can be
encoded in to computer-readable (diamond! On a digital electronics device, media
can be created, viewed or listened to and possibly saved on the same device.
(Smith 2013) By Media: Any data in the form of a series of digits is called digital,
and media stands for methods or ways to communicate this data. Meanwhile,
digital media consists of mediums that broadcast digitized information screen-
based and/or sound. This includes all the text, audio and video material which is
downloaded over the internet for reading or listening on the internet. As of 2020,
digital media platforms such as YouTube, Vimeo and even Twitch consumed rates
viewership totaling a whopping high 27.9 billion hours (Rayburn,2012)

Digital media include software, digital images, digital video, video games, web
pages and websites, social media, digital data and databases, digital audio,
electronic documents and electronic books. Print media, such as printed books,
newspapers and magazines, and other traditional or analog media, such as
photographic film, audio tapes or video tapes, often contrast with digital media.

Digital media has had a significant impact on society. Digital media has caused
disruptive innovation in publishing, journalism, public relations, entertainment,
education, commerce and politics.

Digital media has posed new challenges to copyright and intellectual property
laws, fostering an open content movement in which content creators voluntarily
give up some or all of their legal rights to their work. We are at the beginning of a
new era in industrial history called the Information Age because of the ubiquity of
digital media and its effects on society. There are challenges to a digital transition,
including outdated copyright laws, censorship, the digital divide, and the spectre of
a digital dark age, in which older media becomes inaccessible to new or upgraded
information systems. Digital media has a significant impact on society and culture.
2.2.5 Types of Digital Media
Paid Media : Paid media refers to promotional channels that marketers pay to
apply, including traditional media (e.g., tv, radio, print, or outdoor advertising and
marketing), on line and digital media (e.g., paid search ads, internet and social
media show advertisements, cellular advertisements, or electronic mail
advertising). This version compels agencies to expand sponsored media then pay
social media systems like Instagram for the right to reveal such media to clients
inside the platforms’ newsfeeds. these customers emerge as exposed to paid media,
every so often known as promoted or backed posts (Hilbert & López, 2011).
Owned Media: In this example, the company owns and manages the advertising
channels, which include the business enterprise’s website, weblog, reputable social
media bills, logo communities, marketers, and promotional sports. This type builds
lengthy-time period relationships with direct and ability users and earns media
exposure. Comparably, blogs, social media, and different channels become website
extensions, at the same time as these 3 aspects include brand extensions. The
greater owned media a enterprise has, the more possibilities it has to spread its logo
presence inside the net realm (Koehl, 2013 and Martin, 2011).
Earned Media: Earned Media denotes public members of the family media
channels like tv, newspapers, blogs, or video websites that do not require direct fee
or manipulate via marketers but are included because viewers, readers, or users are
interested by them. unfastened media is largely on line word of mouth, generally in
“viral” developments, mentions, shares, retweets, evaluations, pointers, or content
from 1/3-party web sites. whilst one’s products or services is so desirable that users
cannot help but put up it on their social media, they get loads of “earned media.”
They win the credibility of the media as compared to different varieties of
credibility, becoming extra obvious (Carter, 2012).
2.2.6 The Advantages & Disadvantages of Digital Media
In line with Emma (209), more than four billion human beings use the net which
gives the following advantages.
• The net is a medium that allows a high degree of consumer interplay. not
handiest can manufacturers ship messages, however they can also receive
comments, likes, and questions from customers, allowing more fluid and on the
spot conversation that may improve a commercial enterprise' information in their
users' hobbies, worries, and opinion
• Customers Are on the internet: The reality that it is so ubiquitous is probably
the most compelling reason to get on board. platforms like facebook, Instagram,
Twitter and LinkedIn deliver ample possibilities to position your services or
products in the front of potential clients. The Google show network is a true
advertising and marketing behemoth with extra than 2 million publisher web sites
on which you can put it up for sale (McCracken, 2013).
• Goals successfully: imagine one should take a picture of your first-rate
purchaser and duplicate him one hundred instances. With look-alike audiences on
social media platforms, one nearly can. fb and comparable networking channels
have troves of demographics percentage with advertisers, to be able to hone in on
customers who are most probable to purchase your products. target potential
customers or customers by means of process name on LinkedIn, connections on fb,
or hobbies and behaviors on Instagram. unlike the huge net method of traditional
television and radio advertising and marketing, internet marketing we could locate
the right possibilities at the right time and show an advert may additionally care
approximately.
• Intently monitors Spending: you can spend thousands of bucks on a 30-
second tv ad that would attain someone who is probably interested in what you
need to sell one day. One also can spend thousands of greenbacks on net
advertisements, and handiest pay whilst folks who are interested in your products
click in your ad. With digital commercials, one could set a spending cap and
restriction the variety of instances a prospective consumer sees an ad in a given
duration.
• Track outcomes: digital advertising allows tracking and monitoring the
consequences of all campaigns. It is easy to discover when a lead transformed into
a sale, word the platform wherein it happened, and decide what varieties of ads are
operating satisfactory for particular demographic. The net with all its minute
tracking competencies lets in measuring the return on funding of advertising
greenbacks.
• impact: The capability to phase online audience precisely can increase the
quantity of alternatives and channels to be had for attaining target market,
increasing campaigns' ability effect on them.
• Measuring and monitoring: the usage of current analytics tools, you can still
without difficulty degree online advertising campaigns. The records you
accumulate may also be extra representative of target market than with
conventional techniques since it isn't always limited to a small population section.
• Efficiency: inspite of critical obligations like strategizing and growing
materials, corporations can enforce on-line advertising highly fast. it is easy to
easily create and submit commercials on various online media in minutes.
• Flexibility: audience can use pix, motion pictures, and text to reach target
market at any time of day, from any place international. An advertisement's
potential may be large if corporations put up it at the right community on the
proper time, and all this requires is a device with access to the internet.
• Cost Effective: as compared to the finances required for high-effect offline
marketing, net marketing is generally without difficulty less expensive.
Disadvantages
• It’s complicated: There are lots of selections with regards to marketing at the
net. you may pick seek advertising, so your ads show up while a audience is
seeking out just what you provide or show commercials that seem wherein your
most possibly prospects roam at the internet. There are even native commercials
that show up on writer sites and mix in so properly that they appear not to be ads in
any respect. Then there are remarketing commercials that concentrate on someone
who’s visited your internet site with a custom designed message that appears in the
front of them somewhere else on the internet.
• Mistakes can be steeply-priced: due to the fact digital marketing is complex,
it’s not uncommon for organizations to make mistakes. pick the wrong key
phrases, forget a bidding cap, target ineffectively, or go away a marketing
campaign strolling while you concept it became off, and you can spend a fortune
with out turning a single lead into a sale. as an instance, in case you run a
marketing campaign on facebook but your clients are more likely to be LinkedIn
customers, you’re unlikely to convert a lead. in case you don’t cap your bids, you
can blow through the money you idea could closing months in a be counted of days
• Opposition Is Fierce: It depends for your products and market, however
internet advertising and marketing competition could make ads prohibitively
expensive. the ones key-word bids? If you could handiest find the money for 10
cents a word, however your competitor pays $10, you don’t stand tons of a threat.
For a few businesses, it makes experience to build an awesome internet site after
which depend on conventional advertising strategies which have continually
worked within the beyond.
• Advert Fatigue Is commonplace: have you ever ever been on a site and seen
an advert for a product on which you latterly ran a seek? That’s net advertising at
its most standard, but have you also observed that once a while, the ones ads don’t
even register on your radar? It’s like they’re invisible. It’s a commonplace and
pervasive problem with walking advertisements at the net. If the campaigns aren’t
run correctly, your logo and its merchandise suffer from ad fatigue.
• On-line marketing is a unexpectedly developing marketing method that
almost any business enterprise can advantage from whilst used efficiently. due to
the fact online marketing is inclusive, cheap, and simple to manage, many
organizations can use it on their subject and reach a international target market.
that is the system of the use of the internet to ship messages to a centered target
market.
2.3 Summary of Literature Review
The review blanketed standards of political participation, types of political
participation, factors that affect political participation, a top level view of digital
media, forms of virtual media, benefits and drawbacks of virtual media.
Important observe of the above ideas wasdone in the evaluate which
provided insights on how virtual media impact city citizen participation in political
technique. via diverse paperwork and varieties of online media, city citizens take
part in political technique via access to political sports thru online with the
privilege of comments which online media has provided each sender and receiver
of information.
The space in this overview is the lack of feasible technique to negative
political participation which worsen as each wellknown election exceeded. most
drastic action needs to be taken so as to properly resolve the issues of negative
political participation in Nigeria.
 CHAPTER THREE
METHODOLOGY
3.1 Research Design
The researcher employed survey studies technique for this look at.
This research method became adopted because it enables the researcher to
elicit facts from target population via using questionnaire, direct commentary and
oral interview.

3.2 Area of Study

This study covered Enugu Metropolis. Enugu metropolis is made up major
township in Enugu. It comprises three (3) local government areas, namely Enugu
East, Enugu North and Enugu South.

3.3 Population of the Study

The population for this study is made up of all residents of Enugu
metropolis. According to 2022 microtrends population project, the population of
Enugu metropolis is 876,000 people. Enugu metropolis is made up of three (3)
local government areas. They are Enugu North, Enugu South and Enugu East
Local Government Areas.
3.4 Research Sample
The sample for this study was selected from residents in Enugu metropolis.
Since the population of Enugu metropolis is large, the researcher adopted Taro
Yamane (1967) formula.
The formula states thus:
n = N
1 + N(e)2
Where n = Sample size
N = Population size = 876,00
e = Margin error = 0.05
n = N
1 + N(e)2
n = 876,00
1 + 876,00 (0.0025)
876,000
n = 1 + 2,190
n = 400

3.5 Sampling Technique

The sample technique applied for this study is simple random sampling
technique. 400 respondents were randomly sampled from all the major areas of
Enugu metropolis.

3.6 Instrument for Data Collection

The major instrument used to gather information for this study were
questionnaire and oral interview. Questionnaires were administered on the
respondents residing in Enugu metropolis of Enugu State.

3.7 Method of Data Collection

Data needed for this study were collected through the use of structured
questionnaires, personal observation and personal interview. The questionnaires
were personally distributed by the researcher to the respondents to ensure on the
spot collection as well as giving clarifications to respondents where needed.
3.8 Method of Data Analysis
In analyzing data collected, the researcher made use of simple percentage
table. The data collected were presented in tables and analyzed underneath the
table. The hypotheses were analyzed using chi square statistical tool after which
decisions were taken based on the calculated and tabulated figures.
3.9 Expected Result
The result was expected Fulfil the objectives for which the researcher
embarked on the study. Therefore, the expected result include;
 Digital media promotes urban citizen participation in political process in
Enugu metropolis
 There are so many ways through which digital media promotes urban citizen
participation in political process in Enugu metropolis and
 Digital media is very effective in promoting urban citizen participation in
political process in Enugu metropolis.
 CHAPTER FOUR
DATA PRESENTATION AND INTERPRETATION OF FINDINGS
4.1 Data Presentation
Data presentation and interpretation of findings were done after responses
from respondents were collated, classified and in percentage tables. Four hundred
(400) copies of questionnaire were distributed to the respondents. Three hundred
and eighty (380) were returned while twenty (20) were either wrongly filled or
mutilated. The return rate of the total questionnaire is 95%, which is very high.
Table 4.1.1: Sex Distribution of Respondents
Responses Frequency Percentage (%)

Male 180 47

Female 200 53

Total 380 100

Source: Field Survey, 2024

Table 4.1 above shows that out of 380 respondents, 180 were males
representing 47% of the total respondents while 200 respondents representing 53%
of the total respondents were females. This shows that there are more female
respondents than males.
Table 4.1.2: Age Distribution of Respondents
Age Frequency Percentage (%)

16- 20 years 80 21

21-30 years 130 34

31-40 years 100 26

41 – 50 years 60 16

51 years and above 10 3

Total 380 100

Source: Field Survey, 2024

From the above table, it is observed that 80 (21%) of the respondents were
between the age of 16-20 years, 130 (34%) of them were between 21-30 years, 100
(26%) of them were between 31-40 years, 60 (16%) of them were between 41 – 50
years while 10 (3%) of them were 51 years and above. This shows that the age
category of 21-30 years was greater in number than other age brackets. This
indicates that students participated actively as respondents.
Table 4.1.3: Marital Status of Respondents
Responses Frequency Percentage (%)

Married 100 26

Single 280 74

Total 380 100

Source: Field Survey, 2024

 The above table shows that out of 380 respondents, 100 (26%) were married,
while 280 (74%) were single. Therefore, there were more single respondents than
were married which indicates more of students’ respondents.
Table 4.1.4: Educational Level
Responses Frequency Percentage (%)

O’level 100 26

ND/NCE 150 40

HND/B.Sc/B.Ed 80 21

Masters degree and above 50 13

Total 380 100

Source: Field Survey, 2024

The above table indicates that out of 380 respondents, 100 (26%) of the
respondents were SSCE/WAEC/NECO holders, 150 (40%) of them were ND/NCE
holders, 80 (21%) of them were B.Sc/B.Ed holders while 50 (13%) of them were
holders of Masters Degree and above. This shows that respondents with ND/NCE
qualifications formed greater number of respondents for the study.
Table 4.1.5: Respondents’ response on present job status.
Responses Frequency Percentage (%)

Civil servants 280 74

Students 80 21

Self employed 20 5

Total 380 100

Source: Field Survey, 2024

 Table 4.1.5 above shows that 280 (74%) of the total respondents were civil
servant, 80 (21%) were students while 20 (5%) of the total respondents were self-
employed people. This implies that greater percentage of the total respondents
were civil servants.
Table 4.1.6: Responses on digital media promote urban citizen participation
in political process in Enugu metropolis
Responses Frequency Percentage (%)

Yes 310 81

No 70 19

Total 380 100

Source: Field Survey, 2024

Table 4.1.6 shows that 310 (81%) respondents stated that digital media
promote urban citizen participation in political process in Enugu metropolis while
70 (19%) stated otherwise. Therefore, digital media promote urban citizen
participation in political process in Enugu metropolis.
Table 4.1.7: Responses on how digital media promote urban citizen
participation in political process in Enugu metropolis
Responses Frequency Percentage (%)

Online and social media information 0 0

Instantaneous information on political 0 0

process

All of the above 380 100

Total 380 100

Source: Field Survey, 2024
Table 4.1.7 above shows that all the 380 (100% stated that digital media
promote urban citizen participation in political process in Enugu metropolis online
media and social media information as well as instantaneous information on
political process in the country.
Table 4.1.8: Responses on how effective is digital media in promoting urban
citizen participation in political process in Enugu metropolis
Responses Frequency Percentage (%)

Very effective 300 80

ineffective 90 20

Total 390 100

Source: Field Survey, 2024

Table 4.1.8 above stated that digital media is very effective in promoting
urban citizen participation in political process in Enugu metropolis whereas 90
(20%) stated otherwise. Therefore, digital media is very effective in promoting
urban citizen participation in political process in Nigeria.
4.2 Test of Hypotheses/Results
The chi-square formula was applied by the researcher as the statistical
instrument for testing the hypotheses. The formula is thus:

2
∑(fo − fe)2
X =
fe
Where:
X2 = Calculate chi-square value
∑ = Summation sign
O = Observed frequency
E = Expected frequency
However, the level of significance = 5% or 0.0025 and degree of freedom (d.f) = 1.
Decision Rule: In a case where the calculated X2 value is greater than the table
value, the null hypothesis will be accepted.
Table 4.2.1: Hypothesis 1
The following null and alternative hypotheses guided the study
H1: Digital media promotes urban citizen participation in political process
in Enugu metropolis.
Ho: Digital do not media promote urban citizen participation in political
process in Enugu metropolis.
Response O E O-E (O-E)2 (O-E)2/E

Yes 310 190 120 14,400 75.78

No 70 190 -120 14,400 75.79

Total 380 380 - - 151.56

The hypothesis tested indicated that the calculated chi-square value is 151.56
while the table value is 3.8. It therefore implies that the alternative hypothesis was
rejected and the null hypothesis accepted.
Decision: Since calculated chi-square value is greater than the table value, the
Null hypothesis is rejected which implied Digital media promotes that urban
citizen participation in political process in Enugu metropolis.
Table 4.2.2 Hypothesis 2
H2: Digital media is effective in promoting urban citizen participation in
political process in Enugu metropolis.
H0: Digital media is not effective in promoting urban citizen participation in
political process in Enugu metropolis.
Response O E O-E (O-E)2 (O-E)2/E

Yes 300 190 110 12,100 63.68

No 90 190 -110 12,100 63.68

Total 390 380 - - 127.36

-
The hypothesis tested indicated that the calculated chi-square value is 127.37
while the table value is 3.8.
Decision Rule: Since the calculated value of X2 is greater than the critical values,
we reject the null hypothesis and accept the alternative hypothesis. We therefore
conclude that digital media is effective in promoting urban citizen participation in
political process in Enugu metropolis.
4.3 Discussion of Findings

Information evaluation and presentation had been finished using the easy
percentage system, whilst the hypotheses have been examined the use of chi-
square statistical device. but, all of the speculation tested obtained statistical
records help. hence their opportunity hypotheses have been all universal and null
hypotheses rejected.

Speculation I proves that virtual media promotes urban citizen participation in

political procedure in Enugu metropolis. this is proved in addition due to the fact
virtual media has had a considerably broad and complicated effect on society and
culture. combined with the net and private computing, virtual media has prompted
disruptive innovation in publishing, journalism, public relations, leisure, training,
commerce and politics. digital media has additionally posed new demanding
situations to copyright and highbrow assets laws, fostering an open content motion
wherein content creators voluntarily give up some or all of their prison rights to
their work. regular cognizance on political system at this present day political
dispensation is a witness to the excessive charge of influence which digital media
has brought to political procedure inside the united states of america.

Speculation II additionally proves that virtual media is effective in selling urban

citizen participation in political system in Enugu town. desk four.1.8 above stated
that digital media could be very effective in selling city citizen participation in
political procedure in Enugu city while 90 (20%) stated otherwise. in the mean
time, most residents of Nigeria are customers of city media. this will be the
primary cause for political turn round inside the country.
 CHAPTER FIVE
SUMMARY, CONCLUSION AND RECOMMENDATIONS
5.1 Summary
This take a look at included influence of social media on influence of digital
Media on urban Citizen Participation in Political manner (A have a look at of
residents of Enugu metropolis. The specific goals of this look at encompass to
discover whether digital media promotes urban citizen participation in political
procedure in Enugu city; to ascertain how virtual media promotes urban citizen
participation in political method in Enugu metropolis and to decide the
effectiveness of digital media in promoting city citizen participation in political
system in Enugu town. three studies questions and opportunity and null
hypotheses had been formulated to guide the take a look at. political process
principle supported the study. The expected population for the take a look at is
772,664 human beings. easy random sampling turned into used to sample 400
respondents used for the examine. The measuring instrument of the examine was
questionnaire which became established near ended questions. Copies had been
made and administered to elicit records from respondents. The studies questions
have been analyzed using simple percent desk while the research hypotheses had
been examined the use of the chi-square statistical table. based at the hypotheses
trying out, it changed into observed that virtual media promotes city citizen
participation in political system in Enugu metropolis; digital media promotes city
citizen participation in political process in Enugu metropolis and there's
effectiveness of digital media in promoting city citizen participation in political
technique in Enugu town. The researcher encouraged that city hall assembly need
to be organised to train citizens a way to make proper use of virtual media; there
ought to be political education on the need to take part in Nigeria politics that
allows you to decorate participatory politics in Nigeria; authorities should subside
cost of airtime and cellular information so one can enable mass participation of
citizens in political system through virtual media and government should offer
simple facilities like strength in order that digital devices might be completely
made use of.

5.2 Conclusion
City citizenship is essential in public movements inside the much less properly-off
neightbourhoods. It lies in a dialectic relation between politics, character or
collective engagement and urban spaces, shifting the controversy closer to the
energetic citizen’s territorial engagement. Political lukewarm mind-set is never
proper for any authorities. It in this word that Nigerians are suffering nowadays. To
keep away from in addition decay in political method in Nigeria, there is want for
active participation of Nigerian residents within the political tactics in Nigeria.

On the give up of the take a look at, the researcher concluded that with the
subsequent;

• Digital media promotes city citizen participation in political manner in

Enugu town;
• Virtual media promotes urban citizen participation in political process in
Enugu city and
• There's effectiveness of digital media in promoting urban citizen
participation in political process in Enugu city.

5.3 Recommendation

Based totally on the findings of the observe, researcher recommended that:

• Authorities ought to provide simple services like electricity so that digital

gadgets will be absolutely applied for political participation at this virtual
age.
• Authorities need to subside cost of airtime and cell records so that it will
permit mass participation of citizens in political method through digital
media.
• There ought to be political education on the need to take part in Nigeria
politics that allows you to beautify participatory politics in Nigeria.
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