Abstract

Ethnic power struggles have long shaped Nigeria’s political landscape, influencing electioneering strategies and electoral outcomes. This study critically examines the intersection of ethnic politics, political communication, and electioneering in the context of the 2023 Nigerian presidential election. Grounded in political communication and elite theory, the research explores how political actors leveraged ethnic narratives, media framing, and digital communication to mobilize support, shape public opinion, and contest power. Employing a mixed-methods approach, the study analyses quantitative survey data from active social media users across Nigeria’s six geopolitical zones alongside qualitative insights from key informant interviews and netnographic observations. Findings reveal that ethnic-based political messaging significantly influenced voter perceptions, while digital platforms facilitated both mobilization and misinformation. The study further highlights the implications of ethnic power struggles on democratic consolidation, media credibility, and electoral integrity in Nigeria. The research concludes with recommendations for policy reforms, media literacy initiatives, and strategies to mitigate the divisive impact of ethnic driven political communication in future elections.

Keywords: Ethnic power struggles, Political communication, Electioneering, 2023 Nigerian Presidential election, Electoral outcomes, Digital media, Political mobilization