Abstract
The study examined the adoption and use of spin doctoring in political communication and public opinion management during the 2023 presidential election campaign in Nigeria. The objectives of the study were; to determine the adoption and use of spin communication in the 2023 presidential election in Nigeria; analyse the use of spin doctors by the various political candidates in the 2023 presidential election in Nigeria; examine the public opinion due to spin communication in the 2023 presidential election in Nigeria. Social Judgment Theory of Public Relations and Framing Theory were adopted to guide the study. Survey design with quantitative method, using both the probability and non-probability techniques was used, the population of the study was the total number of eligible voters which according to the Independent National Electoral Commission (INEC), is; ninety-three million, four hundred and sixty-nine thousand and eight (93,469,008). Three hundred and eighty-four samples (384) were drawn from the population, using Krejcie and Morgan sample size determination table. The study found that there was adoption and use of spin communication by all the political parties and their candidates; spin doctors were used by various candidates; spin communication led to poor voters’ engagement and apathy with its consequences on the general outcome of the presidential election. Recommendations were based on the use of excellent model of communication which encourages multi-stakeholder engagements or robust public participation in politics. Journalistic tenets based on truth, accuracy, fairness and objectivity were also emphasised.
Keywords: Adoption/use, spin doctoring, political communication, public opinion, Presidential election