others, how frequently these trends shape opinion formation, and how influencers direct public discourse. Using

a descriptive survey design, the study sampled 384 respondents from Port Harcourt's population of 3,688,308

through multi-stage sampling techniques. Data collection involved 323 valid questionnaire analyzed using

frequencies and mean scores. Findings revealed that Nigerian X users engage with trends based on multiple

factors: algorithmic visibility and frequency of appearance on timelines emerged as the strongest determinant,

followed by entertainment value, emotional connection, and personal relevance, peer influence, and political

importance. Social justice movements, particularly #EndSARS and #EndBadGovernance, dominated as the most

prominent trends, followed by politics and governance and public health issues. The study demonstrated that X

trends frequently influence opinion formation across social issues and political matters, health issues and popular

culture, and economic concerns. Influencers emerged as powerful agenda-setters who determine topic visibility,

Harcourt, Nigeria

Agenda setting and public opinion formation are integral concepts in understanding how information

dissemination shapes societal views and priorities. These processes are vital in a world where media plays a

significant role in directing public discourse and influencing collective decision-making. The Agenda-Setting

Theory, first proposed by McCombs and Shaw in 1972, postulates that the media has substantial power in

determining which issues are prioritized in the public sphere. While it does not directly tell the public what to

think, the media shapes what the public thinks about. The theory emphasizes that the prominence given to issues

by the media influences their salience in public discussions, thereby guiding societal focus and perceptions

(McCombs & Shaw, 1972).

television channels, newspapers, and radio stations, which act as gatekeepers of information. However, the rise

of social media has disrupted these established media hierarchies, enabling more decentralized, interactive, and

participatory communication (Boulianne, 2019).

The advent of social media platforms has revolutionized the process of agenda setting and public opinion

formation. Unlike traditional media, social media offers a more interactive platform, where users are both

consumers and producers of content. Social media platforms like X (formerly Twitter) have become central to

public discourse in contemporary society, facilitating rapid communication, information sharing, and the

mobilization of political, social, and cultural movements. Enyindah and Wilcox (2025) note that this

transformation has democratized content creation, enabling individuals to directly influence public discourse,

bypassing traditional media gatekeepers.

it has also introduced challenges related to the spread of misinformation, echo chambers, and the quality of

public discourse (Benkler, Faris, & Roberts, 2018). High internet costs were identified as a deterrent by 60% of

healthcare providers and patients, and inadequate power supply further disrupts telecommunication systems,

especially in rural regions, Dike (2025).

In addition to algorithmic influences, social media platforms like X have given rise to new forms of influential

actors, most notably, social media influencers. These influencers, who often command large followings, wield

considerable power in shaping public discourse. X influencers can mobilize public opinion on a range of issues,

from political causes to social justice movements. For instance, influencers played an instrumental role during

the #EndSARS movement in Nigeria, helping to highlight police brutality and organize protests. The credibility

and reach of these influencers allow them to act as agenda setters in a way that traditional media figures might

formation and agenda-setting processes, particularly in urban areas like Port Harcourt (Ogunyemi, 2023).

Port Harcourt, the capital of Rivers State in Nigeria, is a vibrant metropolis with a dynamic socio-political

landscape. The city is marked by a mix of cultural, economic, and political challenges, which are often reflected

in the public discourse on social media platforms like X. The role of X in shaping public opinion in Port Harcourt

is particularly crucial, given the city's status as a political hub and the growing use of smartphones and internet

connectivity among its residents. Nwachukwu (2021) argues that the accessibility of X via mobile devices has

empowered residents of Port Harcourt to engage with national and local issues, participate in political debates,

and mobilize for social causes.

X is increasingly being used as a platform for political activism, with residents discussing issues such as local

governance, security concerns, and economic policies. The platform offers a space where citizens can engage in

information, profoundly impacting the shaping of public opinion and the determination of societal priorities.

Within the Nigerian context, Twitter, now recognized as X, has become a potent instrument for engaging in

public discourse, enabling individuals to actively participate in and influence national dialogues in

unprecedented ways. Despite the significant influence of X on public opinion and agenda-setting, there remains

a dearth of comprehensive research examining the specific mechanisms through which X trends exert their

influence on these processes in Nigeria. This knowledge gap poses a critical challenge, as comprehending the

dynamics of X's impact on shaping public opinion and setting agendas is vital for understanding the broader

implications of social media on democratic processes and civic engagement in Nigeria.

The issue is further complicated by the rapid proliferation of misinformation and the influential role of digital

influencers, whose actions have the potential to sway public sentiment and priorities. Without a thorough

exploration of how X trends are generated and disseminated, and how they affect public opinion and agenda-

setting, there is a risk of misinterpreting the influence of social media in Nigerian society. Such misinterpretations

can result in ineffective policy responses and a lack of strategies to harness the positive aspects of social media

particularly X, on agenda-setting and public opinion formation in Nigeria. Through an analysis of X trends and

digital communication, public sentiment, and societal priorities. This inquiry is essential for developing well-

The aim of the study was to explore the role of social media platforms in agenda setting and public opinion

formation. The specific objectives of the study were to:

highlights specific topics, thereby making them more salient in the public's mind. McCombs and Shaw's seminal

work during the 1968 presidential election demonstrated that the issues voters considered most important were

significantly correlated with the issues most prominently covered by the media.

The theory operates on several key assumptions. Firstly, it assumes a relatively passive audience that relies on

the media for information about the importance of various topics. Secondly, it posits that the media filters and

shapes reality rather than merely reflecting it. Finally, it suggests a direct link between media coverage and the

public’s perceived importance of issues. These assumptions underscore the media's power in influencing the

public agenda through repeated emphasis and strategic presentation of certain topics over others.Despite its

significant contributions to understanding media effects, agenda-setting theory has faced criticisms. Critics argue

that the theory underestimates the active role of audiences in interpreting and responding to media messages.

Additionally, the rise of new media and the fragmented nature of modern media consumption challenge the

notion of a singular, cohesive media agenda (Effiong & Inyang, 2016; Tufekci, 2014; McCombs, 2004). With

diverse and niche sources of information, individuals can curate their media diets in ways that may mitigate the

agenda-setting effects posited by McCombs and Shaw. Moreover, some scholars contend that the theory does

not adequately account for the feedback loop between the public agenda and the media agenda, where public

opinion can also influence media coverage.

In the context of the study, agenda-setting theory is particularly relevant. On platforms like X, the role

traditionally played by mass media is often assumed by influential users and trending topics, which shape the

public discourse by highlighting specific issues. This aligns with the core tenet of agenda-setting theory: the

emphasis on certain topics by influential sources (in this case, X influencers) determines the salience of these

dimension to agenda setting, where users not only consume but also contribute to the agenda-setting process

through retweets, likes, and comments.

Lazarsfeld, these discussions can be particularly influential when they occur within trusted relationships, where

individuals feel comfortable expressing and testing their opinions. Katz and Lazarsfeld also opined that the

phenomenon of opinion leaders, individuals who are particularly influential in their social circles, plays a role

here. These leaders can shape the opinions of others by providing information, interpretations, and endorsements

of particular viewpoints.

According to Tversky and Kahneman (1973), cognitive and psychological factors significantly influence how

individuals form opinions. They noted that cognitive biases, such as confirmation bias, where individuals favor

information that aligns with their pre-existing beliefs, can lead to selective exposure to information and the

reinforcement of existing opinions. Tversky and Kahneman also asserted that the availability heuristic, where

people assess the frequency or probability of an event based on how easily examples come to mind, can skew

public perceptions, particularly in relation to sensational or highly publicized issues. These cognitive processes,

combined with emotional responses to issues, contribute to the complexity of public opinion formation.

circumstances with precision. The rationale for this design was due to the fact that this study is focused on

individuals, their beliefs, perspectives, motivations, attitudes, and behaviours. Hence, to cover the scope of the

study, a multi-dimensional design was deemed appropriate, as the weakness of one design was addressed through

the other. In line with the aforementioned justification, a descriptive survey was selected for this research to

enable the gathering of comprehensive data for analyzing the role of social media in agenda setting and public

opinion formation, with a focus on X trends in Nigerian discourse.

aligns with the observation that X functions as a digital arena where political issues attain visibility and traction.

The analysis further identifies public health concerns (e.g., COVID-19, Lassa Fever) as one of the prevalent

trends on X in Nigeria, eliciting strong agreement (mean = 3.3), thereby corroborating the notion that Nigerian

X users engage in robust discussions surrounding public health issues (e.g., COVID-19, Lassa Fever).

Table 2: Respondents’ response on why Nigerian X users identify with certain trends over others

The analysis of the reasons behind why Nigerian X users gravitate towards certain trends over others reveals

several compelling factors. One predominant reason is the personal relevance or significance that these trends

hold for individual users, a sentiment reflected in a mean score of 3.0. Additionally, the influence of peers or

public figures, who serve as role models or idols, emerges as another key factor, also yielding a mean score of

3.0.

Furthermore, with a mean score of 3.2, respondents indicated that the entertainment value associated with

The data elucidated how the demographic characteristics of Nigerian X users influence their engagement with

trending topics. Here, the demographic attributes of Nigerian X users have been substantiated as a pivotal factor

in shaping their interaction with trending discussions. One of the demographic features identified in the study is

age. With a mean score of (3.1), it was revealed that age significantly affects the nature of trending topics that

Nigerian X users engage with. The content consumed by a Gen Z individual on X markedly differs from that

which a septuagenarian would engage with on the platform. In a similar vein, state of origin or ethnic nationality

was delineated to ascertain whether Nigerian X users are more influenced by their geographical background or

residence regarding the content they consume. With a mean score of (3.2), the study determined that a majority

of Nigerian X users are more inclined to engage with trending issues pertinent to their immediate region.

Table 4: How often does trends on X lead to opinion formation by users

The analysis elucidated the frequency with which trends on X contribute to the formation of opinions among

users. These trends, categorized in Table 4, encompass political, social, economic, entertainment, lifestyle, social

examined whether the most widespread perceptions regarding health issues are frequently influenced by

prevailing trends among Nigerian X users, recording a mean score of 3.1, thereby confirming that these

perceptions are significantly shaped by such trends. Lastly, the study investigated whether popular culture and

lifestyles in Nigeria are consistently influenced by the prevailing trends among Nigerian X users. With a mean

score of 3.1, the study corroborated that popular culture and lifestyles in Nigeria are indeed shaped by the current

trends among Nigerian X users.

Theme 1: Politics and governance

political barometer. In the realm of elections, X serves as a platform where candidates showcase their promises

and engage with voters. For instance, during the 2023 presidential election, candidates utilized X to broadcast

their campaign rallies, share their manifestos, and interact with the electorate through live Q&A sessions. This

dynamic interaction not only informed voters but also allowed for real-time feedback on pressing issues

(Personal Interview, Frank Ade, an X blogger).

trended massively on social media platforms. These hashtags not only caught the attention of politicians but

also resonated with everyday users, sparking discussions and debates across the online community.

“I personally leverage my platform to engage young people on voter education and civic rights, aiming to

empower them with knowledge and encourage active participation in the political process (Personal Interview,

Raymond Divine,An X influencer and Content Creator).”

“I always go to X when there's a political crisis because the app provides me with updates quicker than

traditional sources like newspapers or TV. For instance, during the recent elections, I diligently followed

hashtags such as #NigeriaDecides2023 on social media platforms. This allowed me to stay informed in real-

time as people shared live updates from various polling units across the country (Personal Interview, Henry

reality shows like Big Brother Naija, the engagement and enthusiasm of the people know no bounds.”

Entertainment is the heartbeat of X in Nigeria. Whenever a new song drops or there's celebrity drama, it

immediately trends. For instance, when Davido released his album or when there was a feud between artists,

hashtags like #Timeless or #WizkidVsDavido took over. X is the go-to space for fans to engage, argue, support,

or cancel celebrities. “I gained most of my following from live-tweeting reality shows like Big Brother Naija.

Hashtags like #BBNaijaAllStars or #TeamMercyEke trend daily during the show’s run. Fans use X to campaign,

vote, and discuss housemates.”

I'm on X mostly for entertainment. When a celebrity gets into drama or drops a song, it’s all over my timeline.