International Journal of Sub-Saharan African Research (IJSSAR)

Background: Political communication in Nigeria in the twenty-first century has increasingly been characterised by post-truth politics, where repetition often takes precedence over factual accuracy. This trend poses a serious threat to democratic processes by shaping public opinion through misinformation and disinformation, thereby influencing political outcomes. Despite growing scholarly attention to misinformation, empirical evidence on the application and effects of the firehose of falsehood propaganda model in Nigeria's electoral context remains limited, particularly in South-East Nigeria.
Objective: This study examined the prevalence of the firehose of falsehood propaganda technique in political communication in South-East Nigeria and assessed its influence on the political decision-making of the electorate.
Method: The study adopted the descriptive survey research design. Data were collected using a structured questionnaire comprising 18 items administered to 356 registered voters selected from the five states of South-East Nigeria—Abia, Anambra, Ebonyi, Enugu, and Imo. The study was anchored on the Media Framing Theory and Rational Choice Theory. A two-stage sampling procedure involving stratified and purposive sampling techniques was employed. Data were analysed using descriptive and inferential statistics. The instrument was validated by experts in media effects research and produced a test-retest reliability coefficient of 0.87. Results: The findings revealed that the firehose of falsehood propaganda technique is widely deployed in political communication in South-East Nigeria, with 56.1% of respondents affirming its prevalence. Although its influence is moderated by factors such as political literacy, personal interests, ethnicity, religion, and group affiliations, the technique significantly shapes political interest, participation, mobilisation, campaign engagement, and voting decisions.
Unique Contribution: This study extends the application of the firehose of falsehood propaganda model to Nigeria's electoral communication environment by providing empirical evidence that its effects are significant but moderated by socio-cultural and cognitive factors. The findings demonstrate that political literacy and social identities mediate the influence of coordinated disinformation on electoral decision-making, thereby enriching propaganda and political communication scholarship in emerging democracies.
Conclusion: The study concludes that while the firehose of falsehood propaganda model has not completely displaced the core political values and ideological orientations of the electorate, it exerts a significant influence on political behaviour and electoral decision-making in South-East Nigeria.
Key Recommendation: The study recommends the institutionalisation of comprehensive media and information literacy programmes, strengthened fact-checking mechanisms, and strategic collaboration among electoral bodies, media organisations, educational institutions, civil society organisations, and digital platforms to build public resilience against coordinated disinformation during electoral processes. Keywords: Firehose of falsehood, propaganda, political communication, political decision-making, media effects.