Clicktivism and the #EndBadGovernance Campaign in Nigeria

Analyzing the Impact of Digital Activism on Political Mobilization

Abstract

This study aimed to assess the effectiveness of clicktivism as a tool for political engagement in the #EndBadGovernance movement in Nigeria, addressing the challenges of sustaining civic participation and achieving tangible political outcomes through digital activism. Anchored on Habermas’ public sphere theory and Castells' network society theory, the study employed a survey design by focusing on social media users in Ado-Odo/Ota Local Government Area of Ogun State - a region characterised by its high population density and active online political discourse. A sample size of 384 respondents, determined through the use of Cochran’s formula, was selected through purposive sampling to capture those actively engaged in online activism. Data collection was conducted via structured questionnaire administered through google forms, and the analysis utilised descriptive statistics. The findings revealed that while clicktivism significantly enhances political engagement and awareness, its impact on long-term civic participation and political change is mixed, with notable concerns about inclusivity. The study concludes that clicktivism is most effective when combined with traditional activism. The study recommended, among others that, activists and organisers should develop strategies that move beyond online engagement, integrating digital actions with on-the-ground efforts to ensure that clicktivism leads to tangible political changes; and that, efforts should be made to reach and involve a more diverse demographic, particularly those in rural areas and older generations, by providing digital literacy training and expanding access to technology.