Influence of hate speech messages on voters’ choice of candidate in Kwara State 2019 gubernatorial election

Abstract

The Nigerian and some Asia country’s media landscape over the years has projected numerous political campaigns that are hate speeches directed at the perceived opposition candidates and political party. This study examined the influence of hate speech messages on voters’ choice of candidate in Kwara State, Nigeria in 2019 GE and was anchored on the agenda-setting theory. The study used a survey research design with a single cross-sectional research method. The study generated 464,393 registered voters as the study population. Using cluster sampling and purposive respectively to select 400 samples. The study, therefore, discovered that social media is the most channel of exposure by respondents on hate speech messages during the 2019 gubernatorial election in Kwara State with 66%. The study also found that the use of hate speech undermines the importance of political candidates with 72% in any given election. The study further discovered that the use of hate speech during elections influenced the voters by making them change from one candidate to the other with 82% thereby encouraging more votes against the opposition party. The implication of these findings has a strong influence on the way electorates undermine the importance of political issues and as such rendered political candidates and parties irrelevant with a critical effect on the credibility, fairness, and smooth running of any political landscape and the conduct of Nigerian elections in general. The paper proposes critical political education to electorates on voting behavior to promote good governance.