Ibietan’s ‘Cyber Politics’ explores how New Media platforms shape consumer behaviour in Nigerian electoral ecosystem ─Stakeholders

*Scholars, knowledge industry stakeholders and sectoral leaders at Omoniyi Ibietan’s recent Book Reading and Further Reviews at the University of Ibadan, in Oyo State, appreciate the author for his topical and relevant contribution to political communication scholarship, describing him as ‘a testimonial on scholarship and commitment’

Gbenga Kayode | ConsumerConnect

Experts, scholars, book reviewers, industry stakeholders, and well-wishers again, have described the book, “Cyber Politics: Social Media, Social Demography and Voting Behaviour in Nigeria”, as a contemporary volume that explores how the social media platforms shape consumer behaviour in the Nigerian electoral landscape, in regard to the 2015 General Elections in the West African country.

ConsumerConnect reports the Book Reading and Further Reviews session of the book, authored by Dr. Omoniyi Ibietan, fnipr, arpa, Head of Media Relations Management at the Nigerian Communications Commission (NCC), held Friday, April 19, 2024, at the Institute of African Studies (IAS), University of Ibadan (UI), in Ibadan, Oyo State capital.

Ibietan, in a blogpost at the weekend, disclosed the event for further reviews of the book in Ibadan, chaired by Prof. Adigun Agbaje, ex-Deputy Vice-Chancellor (Academics) at UI, attracted a retinue of other high-profile personalities with comments and goodwill messages.

The book author noted that  in leading the assembly of distinguished guests at the forum in Ibadan is Dr. Aminu Maida, Executive Vice Chairman/Chief Executive Officer (EVC/CEO) of NCC, represented by Dr. Olubunmi Bamijoko, Controller of the NCC Zonal Office, Ibadan.

Others include Dr. Delphine Manetta, Deputy Director, French Institute for Research in Africa (IFRA); Prof. Sola Olorunyomi, Institute of African Studies at UI (convener); Prof. Abiodun Salawu of North-West University, in South Africa, who supervised Ibietan’s Ph.D. thesis, from where the book emanated; Prof. Umaru Pate, Vice Chancellor, Federal University Kashere; Prof. Chinyere Stella Okunna, Deputy Vice Chancellor (Academics) Paul University, Awka, in Anambra State, and sub-Saharan Africa’s first female Professor of Mass Communication.

Likewise, Prof. Peter Esuh, Dean, Faculty of Communication and Media Studies, University of Uyo (UNIUYO), in Akwa Ibom State State; Mr. Azu Ishiekwene, former Editor of Punch Newspapers and Editor-in-Chief, Leadership newspaper, who is the first reviewer of the book; Prof. Senayon Olaoluwa, Director of Diaspora and Transnational Studies Programme at UI; Prof. Jendele Hungbo from North-West University, in South Africa; Dr. Kudus Adebayo, Faculty member on the Diaspora and Transnational Studies Programme at IAS; Emeritus Prof. Mark Nwagwu of Cell and Molecular Biology and newly enrolled PhD student at IAS, graced the occasion of the further review of Cyber Politics.

Among others who attended the event, anchored by Oluwafiropo Ewenla of the University of Ibadan, are Dr. Lasisi Olagunju, a notable columnist and Editor of Saturday Tribune; Dr. Festus Adedayo, a renowned columnist and communication specialist, as well as Dr. Tunde Adegbola, an engineer, language technologist, musician, linguist and culture activist.

Ibietan’s book broaches a fresh perspective in study of elections and communications: Dr. Maida, NCC Chief

Earlier in his goodwill message on the occasion, Dr. Maida, Executive Vice-Chairman/CEO of NCC, acknowledged the strategic role of the Internet and its associated technologies and tools, including software applications in modern communication.

He said these tech tools have created “some of the most radical possibilities in the human experience, particularly in the last decade.”

According to Maida, they have certainly, extended the frontiers of human freedoms and expression, while similarly enabling innovation across different forms of utilisation, and more so serving as catalyst to the ability of citizens to engage with political processes – for good and for bad.”

The increased access to the Internet and broadband, alongside the wider uptake of social media as essential to human reality, has made the interface between these platforms and elections a lot clearer in the electoral landscape.

The NCC Executive Vice Chairman stated Dr. Ibietan’s “path-breaking book, ‘Cyber Politics: Social Media, Social Demography, and Voting Behaviour in Nigeria’, broaches a radical new territory in bridging psephology (i.e. the study of elections) and communications scholarship through an examination of the interface between social media networks and voting behaviour in the country.

Maida also said the volume “draws its insights from a deeply methodical study of Nigeria’s 2015 Presidential Election, unearthing the intersections of social and demographic factors, digital social mediation and the remarkable impact of these variables on the voting behaviour of the electorate.

“It is worthy of note that the referenced national polling presented one of the most significant evidence of how social media use can shape the course of an election, having the then political opposition gaining huge mileage from its ability to deploy social media platforms towards shaping and controlling public debates, and hence triumphing at the ballot.”

He further explained that in modern times, the preponderance of data more easily reveals the impact of social media on political engagement and elections, both in emergent and evolved democracies.

Ibietan’s book, Maida noted, speaks to “the reality of how the demographics of voting is now in favour of digital natives, whose engagements are set to upend the traditional media approaches, hence the great value in seeking an understanding of the growing interface across cyber politics, social media networks and social demography.”

The Executive Vice-Chairman of the telecoms sector regulatory Commission further stated: “Specifically, the author utilises tested theoretical models and research methods to scrutinise the impact of social media on contemporary politics.

“Most significantly, the cutting edge of this vibrant scholarly endeavour is its proposal of a bold new methodology and approach to communications, described as the Channel-Factor Model, which situates the relationship among social media and other variables within a political environment.

It is a framework for re-engineering political communication in Africa that is as radical as it is innovative.”

He equally described the volume as “an absorbing and persuasive book that adds huge insightful value to an understanding of the interactions between politics, social media networks and other variables that influence the behaviour of voters in a democracy.”

Maida added in his message: “Therefore, we particularly appreciate Dr. Omoniyi Ibietan, a staff of the Nigerian Communications Commission, for this contribution to political communication scholarship.”

Cyber Politics enriches readers’ understanding of social media and politics in Nigeria, says Prof. Umaru Pate, University VC

In his remarks on Dr. Ibietan’s book ‘Cyber Politics’ in Nigeria, Umaru A. Pate, Professor of Media and Society, President of Association of Communication Scholars and Professionals of Nigeria (ACSPN) and Vice Chancellor, Federal University, Kashere, in Gombe State, stated on behalf of ACSPN, “I congratulate Dr. Omoniyi Ibietan on the successful publication and presentation of his book on Cyber Politics in Nigeria.”

Prof. Pate noted as an active member of the ACSPN, he is glad that the book author is in the frontline of promoting some of the Association’s objectives of promoting innovative communication education through publications and other knowledge sharing platforms.

The expert stated: “Without a doubt, the academic community and communication scholarship require a deeper understanding of the evolving trend, influence, and impact of cyber politics in the country.

“I am glad Dr. Ibietan has been able to undertake intensive and extensive research in the area. Happily, the study has been transformed into a textbook for wider circulation.”

According to Pate, a cursory reading of the book indicates that the author has been able to achieve the objectives of contributing to the conceptual and empirical dimensions of the subject in the context of political communication.

“Personally, I am enriched by the arguments and conclusions in the book. The book has increased my understanding of the relationship between the ever-growing social media and politics in the country.”

The book, he observed, is a positive addition to the growing body of literature in the area, especially as it gives the Nigerian context. “I am strongly recommending it as a worthy book for all students of communication studies, political science and allied fields.

“Our political tacticians and gladiators and other scholars of the interface between society and information and communication technologies will find the text appropriate and generously useful in helping them to deeply understand the strategies and impact of the social media in Nigerian politics.”

The scholar also stated: “Definitely, the author’s effort is clearly manifested in the quality of the content in the book, its appropriate theoretical grounding, and sound conclusions

“Once again, I congratulate Dr. Ibietan and enjoin interested individuals to get copies of the book for increased understanding of the relationship between social media and politics in Nigeria.”

Book is a significant addition to discourse on influence of tech advancements on societal progress -Prof. Esuh, Dean of Communication and Media Studies at UNIUYO

Prof. Peter Esuh, Dean of Faculty of Communication and Media Studies, University of Uyo, in his comments at the event, averred that Ibietan’s book “stands out among the numerous publications on strategic communication in contemporary times.”

Esuh said: “It offers a scholarly exploration of how social media platforms shape electoral behaviour in the intricate Nigerian electoral landscape.

“This book is a significant addition to the ongoing discourse on the influence of technological advancements on societal progress.”

According to him, Dr. Ibietan’s book “clarifies the role of changing population dynamics in the developed and developing world and its implications for social media utilisation in bringing about political change.”

He also submitted that these demographic trends’ impact on society and adopting new and innovative technologies imply broader political, social, and economic imperatives for all nation-states.

“Important foundational lessons can be learned from the impact of social media on societal outcomes, as demonstrated by Dr. Ibietan’s book.

“The author, Dr. Omoniyi Ibietan, is a renowned scholar known for his intellectual prowess and activism,” stated he.

The Dean of Faculty of Communication and Media Studies at UNIUYO added: “His work has consistently been commendable, and this notable Book of Reading is a testament to his innovative thinking and scholarly contributions. “The book is wholeheartedly endorsed for reading.”

Ibietan is a testimonial on scholarship and commitment, says Prof. Salawu of  North-West University, South Africa

In his remarks at the Special Book Reading and Further Reviews in Ibadan, Prof. Abiodun Salawu of the North-West University, in South Africa, disclosed to the audience that he actually supervised Omoniyi Ibietan’s Doctoral thesis in the University years back.

Salawu said: “I had the privilege of supervising the PhD thesis from which this book by Dr. Omoniyi Ibietan emanated.

“It was a pleasure supervising Omoniyi’s thesis as he was very conversant with the literature of the study.”

The scholar also stated “I  must say that I learnt from the literature he used. Another of his strength was that he was able to do effective academic writing.

“This made reading his work not tortuous but exhilarating.

“He was dedicated to the work that he took a year leave from his place of work to come over to Mahikeng, in South Africa, to exclusively focus on the study.”

Salawu said: “With the thesis turned into a book, I believe the ideas, findings and recommendations contained therein are now made available to a wider readership.

“Congratulations to the author (Ibietan).”

Book author appreciates all stakeholders

Meanwhile, Dr. Ibietan has expressed appreciation to all the experts, book reviewers, stakeholders, and well-wishers at his Special Book Reading and Further Reviews Friday, in Ibadan.

He stated: “I am grateful for the interest in my research and publication by my teachers, mentors, friends, and students.

“I am humbled by the honour the forum represents, coming on my birthday, and taking place at my alma mater (I studied for the MA degree at the University of Ibadan’s Communication and Language Arts Department).”

The author as well noted: “I am exceedingly grateful to the reviewers, all of them students and scholars at the University of Ibadan.

“I thank all those who attended the forum in-person and virtual.”

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