Title: Damage-Control Communication and Non-Violent Political Behaviour among Youths in South-East Nigeria after the 2023 Presidential Election
Authors: Madumere Rose Chidinma, Oduh Obiageri Loretta
Volume: 10
Issue: 8
Pages: 50-58
Publication Date: 2026/08/28
Abstract:
This article investigated the influence of Labour Party damage-control communication on non-violent political behaviour among youths in South-East Nigeria after the announcement of the 2023 presidential election result. It was developed from a mixed-method project that examined the aftermath of the election in Abia, Anambra, Ebonyi, Enugu, and Imo States. A sample of 400 registered youth voters was proportionately allocated across the region, and 380 valid questionnaire responses were analyzed alongside focus group discussions with 25 youths. The article is anchored on framing theory, social judgment theory, and uses and gratifications theory. Three hypotheses examined whether the Labour Party message influenced youth reactions, persuaded youths to avoid protest, and encouraged calm political behaviour. Findings showed that 69% of respondents said the message made an impression on them, 60% said their reaction was not to protest or be violent, 69% reported being persuaded by the message, and 64% agreed or strongly agreed that the information made them avoid protest. Weighted mean values for non-violence, protest avoidance, and calmness exceeded the project's decision point, while chi-square results confirmed significant dominance of peaceful behavioural responses. The article concludes that crisis-sensitive political communication can moderate youth behaviour after contested elections when it combines source credibility, emotional acknowledgement, and clear lawful alternatives.