APPRAISAL OF PERSUASIVE POLITICAL COMMUNICATION EFFECTS ON YOUTHS' PARTICIPATION IN POLITICS IN NIGERIA

Authors

  • B.J.C. Anyanwu Imo State University, Owerri, Imo State, Nigeria
  • Ikenna Noel Onuoha Imo State University, Owerri, Imo State, Nigeria

Keywords:

Political Communication, Persuasive Communication Youths, Political Participation

Abstract

This study investigated the role of persuasive communication in influencing political participation among youths in Nigeria. The roles of persuasive political news media, online citizen media, online political interaction, and offline political discussions in shaping political participation were examined. While there is evidence in the literature that persuasive communication significantly influences political participation among youths, especially when the said communication is done on social media platforms, there seems to be a consensus that different persuasive communication activities exert their special influences in  shaping political participation via unique social normative and cognitive processes. However, it can also be deduced from the literature that persuasive communication is not enough to make the youths actively participate in political issues; the positive influence of this communication on political participation is completely mediated by the youths’ experiences (schema), political
interpersonal communication with peers and social normative and cognitive processes. Both online political interaction and offline political discussion exert strong direct and indirect influences on political participation.

Author Biographies

B.J.C. Anyanwu, Imo State University, Owerri, Imo State, Nigeria

Department of Mass Communication

Ikenna Noel Onuoha, Imo State University, Owerri, Imo State, Nigeria

Department of Mass Communication

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Published

2022-09-13

How to Cite

Anyanwu, B., & Onuoha, I. N. (2022). APPRAISAL OF PERSUASIVE POLITICAL COMMUNICATION EFFECTS ON YOUTHS’ PARTICIPATION IN POLITICS IN NIGERIA. African Journal of Social and Behavioural Sciences, 12(2). Retrieved from https://journals.aphriapub.com/index.php/AJSBS/article/view/1564