The Likely Impact of Social Media on the Political Participation: The Case of Ambo University
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Date
2019-07
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Addis Ababa University
Abstract
This study was intended to investigate the likely impact of social media on the political
participation by taking Ambo University as a case of study. To achieve this objective, the
researcher employed Explanatory Sequential Methods Design to gather with mixed
method research approach. The necessary data were collected through survey
questionnaire and in-depth interview. Simple random sampling technique was used to
select the sample size. Among the total students registered in different colleges, school
and departments of the university in different batches, 130 was selected as representative
sample. The collected data were analyzed statistically by using a hierarchical multiple
regression and qualitative thematic analysis methods. Accordingly, the findings of this
study show that social media use had a significant effect on the political participation of
students in Ambo University. The study has established that Facebook is still used to
address political objectives like: the dissemination of information, social and political
mobilization, advertising of upcoming events, recruiting more supporters, every day
political talk, venues of political action, contacting and interfacing with political
representatives and as a source of alternative political information. Furthermore, hate
speech also exchanged using social media which supposed to create political instability.
Generally, so as to create awareness about the use of social media, the government
bodies should design social media law to address the problem of hate speech and sustain
political reforms of Ethiopia.
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