Online Fake News and the Resurgence of the Magic Bullet Theory: A Study of Media Propaganda during the 2019 Nigeria General Elections

Abstract

The paradigm stating that (media) propaganda is powerful enough to spur audiences (the electorates) into acting in ways that are beneficial to the propagandists, has been subject to controversy since the 1930s. In effect, many studies in mass communication have sought – and succeeded – to show the weaknesses of this “one-step communication flow” model/theory. Such studies have demonstrated that the media could not have the immense powers (to do and undo) as assumed by proponents of the Magic Bullet theory. Using secondary sources and critical observations, this paper shows how the magic bullet theory continues to be a relevant interpretative tool for discussing the behavior of media audiences during election period. The paper particularly argues that the impactful use of media propaganda (particularly fake news on social media) during Nigeria’s 2019 elections has demonstrated that the Hypodermic Needle theory continue to be a relevant theory in mass media studies. In effect, during the election, it was observed that members of the main parties in competition as well as aides of contesting political candidates used fake news on social media to tremendously influence the electoral judgments of Nigerian voters. Internet-based rumors of Buhari’s demise for instance had such great influence that the APC devoted serious efforts during its campaigns to debunk the allegations.