Leveraging Social Media Analytics to Combat Drug Abuse Narratives

Social media platforms have become pivotal in shaping public perceptions and discourse around societal issues, including drug abuse. The prevalence of digital conversations on platforms like Twitter and YouTube provides valuable insights into how drug abuse in Nigeria is framed, discussed, and interpreted by different users. In this piece, our analyst explores how sentiment analysis and framing theory help us understand these narratives. This piece identifies the key differences between discussions on Twitter and YouTube.

In comparing Twitter and YouTube, our analysis identified distinct framing patterns. On YouTube, conversations were more diversified, touching on legalisation (16.49%), one-sided problematization (16.49%), and conspiracy theories (14.43%). In contrast, Twitter exhibited a more polarized discourse, with personality disparagement (31.81%) and ethnic vilification (22.27%) being dominant. This suggests that Twitter users tend to focus on individual blame and ethnic narratives, while YouTube discussions take a broader perspective on policy and systemic issues.

Sentiment Analysis: How Emotion Drives Discourse

Sentiment analysis reveals the emotional undertones in discussions. On YouTube, while there was some balance between positive, negative, and neutral sentiments, Twitter exhibited stark negativity, particularly in personality disparagement and ethnic vilification. The lack of positive sentiment in many frames highlights the need for more constructive discussions.

For instance, discussions around “Nigeria’s problem” on Twitter showed 50% neutrality, suggesting an ongoing debate without definitive conclusions. However, in frames like “personality disparagement” (50% negative) and “ethnic vilification” (33% negative), strong negative emotions dominated. This negativity fosters an environment where divisive narratives thrive, making it harder to drive meaningful engagement on solutions.

The Challenge of Hostility in Online Discourse

Hostility is a major concern in digital conversations, particularly on social issues like drug abuse. Analysis showed that Twitter discussions were significantly more hostile than those on YouTube. On Twitter, hostility was directed primarily at prominent figures such as the Nigerian President (26.31%) and ethnic groups (21.05%). On YouTube, hostility was mostly directed at fellow commenters (27.65%) and drug traffickers (14.89%).

Exhibit 1: Hostility in sentiment by platform

This hostility not only polarizes discussions but also hampers effective dialogue. When conversations become adversarial, the opportunity for meaningful discourse diminishes. Social media platforms, policymakers, and advocacy groups need to foster environments where constructive debates can thrive without descending into blame and hostility.

The Need for Integrated Strategies in Addressing Drug Abuse

One of the key takeaways from the study is the lack of integration between different areas of justice (economic, social, and environmental) when addressing drug abuse in Nigeria. While some NGOs and advocacy groups are attempting a holistic approach, many operate in silos, reducing the overall impact of their efforts. Social media discussions mirror this fragmentation, with users focusing on individual aspects rather than a comprehensive solution.

A practical step forward would be for stakeholders, including media organizations, government agencies, and advocacy groups, to adopt a systems-thinking approach. By integrating different justice perspectives, interventions can be more effective in addressing both the root causes and consequences of drug abuse.

While YouTube fosters a broader discussion, Twitter tends to be more polarized and emotionally charged. To create a more constructive online environment, stakeholders must adopt integrated approaches, encourage respectful dialogue, and leverage data analytics for informed decision-making.