A Study of Instagram's Role in Shaping Narratives During Nigeria's 2023 Presidential Election

This study examined the influence of Instagram on identity politics during the 2023 Nigerian presidential election. Given Nigeria's diverse socio-political landscape, it explores how political influencers used social media to create and share identity-based narratives that shaped public perception and electoral behaviour. Grounded in technological determinism and social identity theories, the research involved a qualitative content analysis of 402 posts and 153,850 comments from five political influencers—Reno Omokri, Aisha Yesufu, Bayo Onanuga, Omoyele Sowore, and Seyi Law—from August 2022 to February 2023. The findings revealed that influencers employed emotional framing to influence election discourse, thereby enhancing public sentiment and deepening identity divisions. The study concluded that while social media fosters political engagement, it also increases polarisation. It recommended urgent media literacy, responsible digital practices, and policy interventions to address the negative effects of social media on political polarisation.