How far is the east from the west? : the role of social media and crisis communication approach in unifying the Igbo and Yoruba ethnic groups in the political landscape in Southern Nigeria : a review of issues around pre-1960, 1967-1970; 2014 and 2023 elections

Abstract

The political climate of southern Nigeria is examined in this concept paper along with the ongoing conflicts between the Igbo and Yoruba ethnic groups. The question "How far is the east from the west?" serves as a metaphor to highlight the historical and current obstacles to Igbo-Yoruba unification, reviewing the issues around pre-1960, 1967-1970; 2014 and 2023 elections. The paper explored the complicated history of these groups, including the effects of colonialism, their unique pre-colonial beginnings, and their common battles throughout the liberation fight, employing a methodical literature review. It subsequently looked at particular tense times, such as the Nigerian Civil War, and how these old differences still affect politics now, as shown by the results of recent elections. Beyond historical interpretation, the study suggested a fresh strategy for promoting Igbo-Yoruba unity. Based on the Situational Crisis Communication Theory (SCCT), it made the case that social media may be a potent instrument for fostering cooperation and understanding when used wisely. Instead of focusing on the political elite, which is seen as a source of conflict, the study highlighted the vital role that dependable community leaders play. It suggested that apolitical stakeholders from both regions collaborate to plan and carry out intentional programmes that support socio-economic integration between the Igbo and Yoruba and encourage public discourse on common issues to cultivate a narrative of cooperation through social media. These stakeholders include traditional/cultural leaders, religious figures, women's groups, and academics. Using the SCCT paradigm and empowering these esteemed leaders, this study suggested a way to close the historical and current gaps between the Igbo and the Yoruba. Within the political environment of southern Nigeria, the "East" and "West" can get closer to a future of mutual respect and prosperity by using social media to shift narratives and promote cooperation.