Interrogating technological determinism theory and social media usage in political advertising in Nigeria’s electioneering

Journal of Language, Literature, Social, and Cultural Studies, Volume 4 Number 1 (Mar 2026), p. 52-64 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS Interrogating technological determinism theory and social media usage in political advertising in Nigeria’s electioneering Michael Enejeta Ilaya1, Benjamin Uwaeru Nwanne2 Department of Mass Communication, Southern Delta University, Ozoro, NIGERIA1 Department of Mass Communication, Delta State University, Abraka, NIGERIA2 1Email: 2Email: Abstract - The growing dominance of social media in political communication has reshaped how political actors engage voters, yet how technology itself drives these changes remains underexplored, particularly at the sub-national level in Nigeria. This study aims to examine the use of social media in political advertising during state-level elections through the lens of Technological Determinism Theory, focusing on technology as an independent force shaping campaign practices. Adopting a qualitative, descriptive design, the study relies on documentary evidence, existing empirical studies, and systematic analysis of how major political parties and candidates deploy Facebook, Twitter, Instagram, and WhatsApp for campaign communication. The analysis shows that social media has become a central advertising tool, transforming campaign strategies by enabling real-time engagement, personalised messaging, agenda setting, and broad voter mobilisation, especially among young and undecided voters. Technological features such as algorithmic visibility, interactivity, speed, and reach are found to significantly influence political actors’ communication behaviour, reinforcing core assumptions of technological determinism. Nonetheless, the study identifies serious challenges, including misinformation, weak regulatory oversight, ethical dilemmas, and escalating negative campaigning. It concludes by recommending strategic integration of social and traditional media, enhanced voter digital literacy, and robust regulatory frameworks for online political advertising. The study thus fills a key gap by providing a context-specific, technology-driven explanation of contemporary political communication in an emerging democracy. Keywords: digital campaigning; electoral communication; political advertising; sub-national elections; technological determinism; voter mobilisation 1. Introduction The relationship between technology and communication has long occupied a central place in media and political communication scholarship. As Nwanne (2022) observes, theorising communication processes enables scholars to explain how media technologies shape social interaction and institutional practices. One of the most influential frameworks in this regard is This article is an open access article distributed under the terms and conditions of the Creative Commons Attribution (CC BY) license (https://creativecommons.org/licenses/by/4.0/) 52 Journal of Language, Literature, Social, and Cultural Studies, Volume 4 Number 1 (Mar 2026), p. 52-64 e-ISSN: 2986-4461 DOI: https://doi.org/10.58881/jllscs.v2i2 https://ympn.co.id/index.php/JLLSCS Technological Determinism Theory, which argues that technological innovations play a decisive role in shaping how societies communicate, organise, and engage politically (McLuhan, 1964; Chandler, 1995). Technological determinism maintains that media technologies are not neutral conduits of information but powerful forces that restructure human perception and social behaviour. Central to this perspective is the idea of displacement, whereby emerging technologies gradually alter or marginalise existing modes of communication. Historically, shifts in communication technology have transformed political advertising and electioneering practices, from interpersonal mobilization and print media to broadcast channels, and more recently, to digital platforms. In Nigeria’s contemporary political environment, social media platforms such as Facebook, X (Twitter), Instagram, YouTube, and WhatsApp have become prominent spaces for political communication. Their widespread adoption by citizens, particularly young and politically engaged users, has significantly reshaped how political messages are produced, circulated, and consumed (Obukoadata, 2010). This growing reliance on social media invites critical interrogation of whether these platforms have displaced traditional media as the dominant channels for political advertising during electioneering periods. Social media differ structurally and functionally from traditional media. They enable immediacy, interactivity, user participation, and direct engagement between political actors and the electorate. These affordances align closely with the assumptions of technological determinism, suggesting that technology is actively redefining political communication practices rather than merely supporting them. Political actors increasingly bypass conventional media gatekeepers to communicate directly with voters, thereby reconfiguring the flow of political information and influence. Political advertising, as a strategic component of political communication, has been particularly affected by these technological shifts. Social media platforms now allow for targeted advertising, personalised messaging, and real-time feedback, enhancing the reach and efficiency of campaign communication (Nwabueze, 2012; Nwanne, 2022). In the process, traditional campaign tools such as rallies, print advertisements, radio jingles, and television commercials are increasingly supplemented or displaced by digital strategies. This evolution reflects the deterministic influence of technology on political communication, as campaign practices adapt to the logic and affordances of digital media environments. Within Nigeria’s electioneering context, especially in recent electoral cycles, social media have emerged as indispensable tools for political advertising and mobilisation. Their growing prominence underscores a broader transformation in political communication, where digital platforms shape campaign strategies, voter engagement, and agenda-setting processes. Studies on social media and political communication in Nigeria have expanded considerably in recent years, particularly with respect to political advertising, voter mobilisation, political participation, and campaign effectiveness (Asemah & Edegoh, 2012; Okoro & Nwafor, 2013; Mohammed & Ogwuche, 2021; Dataphyte, 2022; Efebeh et al., 2024). These studies largely demonstrate that social media platforms enhance political awareness, engagement, and marketing efficiency, especially among young and first-time voters. Similarly, works by Nwanne (2022) and Nwabueze (2012) acknowledge the strategic importance of social media as emerging tools in political communication and advertising. However, despite the growing body of literature, existing studies tend to be largely descriptive and instrumental (...truncated)