Abstract
Elections are central to political stability and good governance globally. The importance of upscaling the competencies of electoral management institutions in Africa cannot be overemphasised. In Nigeria, like in many other African countries, elections remain the only legitimate means for addressing maladministration, underdevelopment and retrogression issues. Electoral Management Bodies (EMBs), such as the Independent National Electoral Commission (INEC), can extensively improve the electoral process and the efficacy of elections by expanding voter education and the participation of citizens in elections. This chapter examines the challenges and opportunities available to INEC for optimising voter education in Nigeria. It finds INEC’s utilisation of social media and strategic communication techniques sub-optimal for scaling voter education in the country. From the lens of Technological Determinism and Social Marketing theories, the chapter argues that digital and marketing communication strategies will enhance INEC’s voter education campaigns. It recommends some actionable steps for re-engineering INEC’s voter education infrastructure.
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