Machiavellianism and the Role of New Media in the Nigerian 2023 Presidential Election

Abstract

The research scrutinises the fusion of Machiavellian traits with the utilisation of new media in the context of the Nigerian 2023 presidential election. It goes into how these traits influence political strategies, candidate personas, campaign tactics, and voter perceptions, particularly in the realm of digital communication. Understanding this amalgamation becomes crucial in decoding the intricacies of modern political campaigns in the digital age. The study aims not only to contribute to academic discourse but also to provide practical insights for political actors, policymakers, and analysts. It advocates for informed strategies that align with ethical considerations to navigate the complexities of contemporary political landscapes in Nigeria and beyond. Moreover, this research reinforces the symbiotic relationship between media and philosophy. It highlights how philosophical perspectives offer critical lenses to analyse, interpret, and understand the complex interplay between media and society. Furthermore, it underscores the necessity of ethical guidelines and regulatory measures to counteract the negative impacts stemming from Machiavellian tactics in new media-driven political campaigns. In essence, the research delves into Machiavellianism's influence in harnessing new media, emphasises the importance of philosophical grounding in media practices, and advocates for ethical considerations to ensure the integrity of democratic processes amid evolving communication technologies.