Democratic accountability is increasingly under threat as citizens struggle to access, interpret, and engage with numerous promises that shape the electoral process. Nigerian electorates are always saturated with lengthy policy documents or speeches, which become too difficult to track.
Thus, critical information about elections, public spending, and policy decisions remains buried in inaccessible formats or shrouded in technical language, alienating the very people democracy is meant to serve. This disconnect fuels misinformation, apathy, and distrust.
In an era of information overload and political complexity, visual communication has emerged as a powerful tool for enhancing transparency, promoting civic engagement, and holding institutions accountable. Thus, the electoral process has evolved significantly with the integration of modern technology, social media, and visual content, making political communication more accessible and engaging. This goes a long way in making evidence accessible, engaging, and actionable, to empower people to demand accountability and participate more meaningfully in democratic governance.
As a matter of fact, candidates now hire professional photographers and videographers to document their campaign activities, creating compelling visual narratives that are disseminated through various media channels. These visuals serve as powerful tools for voter mobilisation, persuasion, and education. Through social media platforms such as Facebook, Twitter (X), Instagram, and TikTok, campaign images and videos reach millions, allowing voters to scrutinise candidates and hold them accountable.
As young voters become more reliant on social media for political information, the role of visuals in shaping public perception has become undeniable. Unlike the lengthy documents, images and videos evoke emotions, simplify complex messages, and create lasting impressions in the minds of voters.
In this vein, political campaigns have embraced photography and videography to connect with voters. Through high-quality images and videos, Storytelling helps humanise politicians, making them more relatable to voters. For instance, campaign ads featuring a candidate interacting with market women, artisans, and students reinforce their commitment to grassroots development.
For instance, the 2023 general elections in Nigeria saw an increase in the use of campaign visuals as candidates leveraged social media to share behind-the-scenes moments, highlighting their values and policy proposals. Live-streamed events and campaign rallies allowed real-time interaction with the public, fostering greater transparency and accessibility.
Not just politicians but election management bodies and civil society organisations deploy visual communications strategies for voter education campaigns. Through infographics, animations, and pictorial guides, they help citizens understand complex electoral processes such as voter registration, accreditation, and ballot casting.
For instance, the Independent National Electoral Commission (INEC) has consistently deployed photos, videos and infographics to educate citizens on registration and voting process.
This includes videos demonstrating how to locate polling units, verify voter details, and use the BVAS (Bimodal Voter Accreditation System) device. This has no doubt significantly reduced confusion on election day while boosting citizen confidence in the electoral process.
Also, the visual documentation of successful elections, including the counting and collation of results, helps dispel doubts about the credibility of the process. By capturing moments of transparency – such as election officials displaying result sheets and party agents signing off on them – visuals serve as evidence of electoral integrity.
Photography and video coverage have transformed election monitoring and reporting. Election observers, journalists and citizens now act as watchdogs, documenting irregularities and sharing them on social media. During the 2023 elections, images of over-voting, ballot box snatching, and voter suppression surfaced online, prompting swift action from the authorities. This real-time monitoring has pressured electoral bodies to address misconduct and uphold democratic principles.
Photography, videography, and digital media have made political communication more engaging, helping voters make informed choices. The introduction of BVAS and other visual-based election technologies has further reinforced the credibility of elections by ensuring accuracy in voter accreditation and result collation.
While challenges such as misinformation, privacy concerns, and accessibility gaps must be addressed, visuals have undeniably transformed Nigeria’s electoral process, influencing voter behaviour, enhancing transparency, and strengthening democratic participation. By promoting responsible visual storytelling, improving digital literacy, and strengthening data security, Nigeria can harness the full potential of visuals to sustain democratic integrity and inspire active citizen participation in elections.
–Mkpume is a communications assistant at Yiaga Africa
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