Impact of Digital Media on Political Campaigns in Africa

**Abstract**
This paper explores how digital media—specifically WhatsApp, Facebook, and Twitter—has transformed political campaigning in Africa. Platforms like Twitter in South Africa and direct messaging in Nigeria, Kenya, and Ghana bypass traditional media, enabling politicians to reach voters directly. Using Adaptive Structuration and Media Richness theories, the study highlights the erosion of traditional gatekeepers, increased political participation, and enhanced information verification. While digital media boosts political awareness and democratization, it also complicates political engagement by overwhelming users with diverse information sources.