LINGUISTIC ELEMENTS IN THE NIGERIA POLITICAL ARENA: MARKETING AND DEMARKING OF 2023 PRESIDENTIAL CANDIDATES
Akwapoly Journal of Communication and Scientific Research (APJOCASR)
DOI:
https://doi.org/10.60787/apjcasr.vol7no2.42Keywords:
demarketing, marketing, images, language, mediaAbstract
This study deals with the use of linguistic elements in marketing and demarketing of 2023 Nigerian presidential candidates. Nigerians want a developed nation for all citizens. This has eroded them for many years. The nation has been rated very low in human capital development, education, security, employment, and energy. The general election of 2023 becomes more interesting due to the participation of Nigerians. Evidence is seen in all social media platforms. Supporters of each candidate utilise the power and potential of language to promote the public image of their candidates while relegating the opponents. This study is anchored on Socio-semiotics analysis. Images and inscriptions used as data are collected from Twitter and Facebook posts. The illustrations are the basis for the analysis. The study finds that supporters of LP, Peter Obi, dominate the media space by using powerful linguistic elements. They also create negative images of PDP and APC candidates while their candidate, Peter Obi, enjoys the best support. The study recommends that the potential of language, be it literary, stylistic, creative, visual elements, or extra-linguistic features, be deployed in political discussion. Also, social media should be allowed for free expression as this will encourage the total evaluation of the candidates and contribute to transparency in present and future elections in Nigeria.
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