Abstract

Bots on social media platforms is a phenomenon that has become pervasive as the presence and use of digital platforms by netizens. Although statistics is vague on how many bots accounts exist, even more difficult to grapple with is the underlying reason for their existence. Automatic tools have been developed for their detection and elimination, however the way to characterize these accounts and measure their impact is heterogeneous in literature. Even more perplexing in many discourses is the near absence of the cultural underpinnings and dynamics of their existence, particularly in Nigeria. This represents a new frontier of challenge. The study adopts Prospect Theory, Social Exchange Theory and Chatbots Theory, using Focus Group combined with Phenomenology in observation of identity submissions to better understand netizens pattern of behavior on Social Networking Sites. Findings reveal that, although significant confidence is placed on social media platforms, many netizens conceal their real identities. The study found out as well that pseudo identities dominate because sharing certain personal information violates long-standing culture of social identity secrecy entrenched in customary traditions in many parts of Nigeria. It also reveals that many of the multi and pseudo identity alias are existential normative to shield many political activists in response to the unsafe political terrains. Aside acquainting themselves with the overt and covert cultural nuances of social media users, the study concludes that computer software engineers and developers in Nigeria need to develop customized software and re-categorize bots accounts, and chat-bots particularly into the algorithmic template because of the socio-psychological peculiarities of the clime.

Key Words: Social Media, Bots Account, Nigeria, Culture, Artificial Intelligence.

About the Authors

*    Melchizedec James Onobe, Ph.D., is an Associate Professor in the Department of Mass Communication, Bingham University, Karu, Nasarawa State, Nigeria. He has bias for media and society, digital mediation and representational communication.

** Desmond Onyemechi Okocha, Ph.D., is an Associate Professor and Dean, Faculty of Communication and Media Studies, Bingham University, Karu, Nasarawa State, Nigeria as well as a Research Fellow, The University of Religions and Denominations, Iran and Member of the Swiss-based Information Panel on the Information Environment (IPIE). His research interests are Media and Society, Emerging Media, Corporate Communication and Digital Journalism.

^JCMR Journal of Communication and Media Research, Vol. 15, No. 1, Special Issue 3, July 2023, pp. 6-19

© Association of Media and Communication Researchers of Nigeria (AMCRON).

Article Citation

Onobe, M. J. & Okocha, D. O. (2023). Fake accounts and social media bots in the era of artificial intelligence in Nigeria. Journal of Communication and Media Research, 15 (1, SP.3): 6-19.

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