When Exposure Becomes Accountability: VeryDarkMan and the Power of Communication in Nigeria

Abstract

Abstract

This study examined how VeryDarkMan uses social media exposure to generate public attention and pressure for accountability in Nigeria. Guided by Social Media Empowerment Theory, the study explored how digital communication enables him to amplify grievances, mobilise audiences and bring issues involving individuals, businesses and public institutions into wider public discussion. A mixed-methods design was adopted, combining a survey of social media users with qualitative analysis of selected publicly available videos, posts, and audience responses. Survey participants were informed about the purpose of the study, participation was voluntary, and informed consent was obtained before data collection. The study received ethical approval or exemption from the relevant institutional ethics body. For the social media analysis, only publicly accessible content was examined. Private, restricted and deleted materials were excluded from the study. Ordinary social media users were anonymised, and usernames and other identifying information were removed. Any quotations from audience responses were limited to those necessary for analysis and were presented without information that could reasonably identify individual users. Research data were securely stored, and access was restricted to the research team. Findings showed that exposure to VeryDarkMan's content was associated with audience awareness, participation and perceptions of his influence. The study further found that public exposure could turn individual complaints into wider conversations and pressure actors to respond, although it could also encourage public judgement and digital vigilantism. The study concludes that social media can strengthen public accountability while creating new ethical and social risks.