An Investigation of The Dominant Themes In Online Political Leadership Campaigns: A Case Study Of The OBIdient Campaign Discourse on X

Abstract

Background: The persuasive function of language is perhaps most evident in political campaigns. The Nigerian political context is expected to reflect a robust adaptation of persuasion. Therefore, the OBIdient movement, a new phenomenon in the Nigerian political space, would offer an engaging framework for evaluating the persuasive dynamics of political communication in Nigeria. 

Objective: This study investigates the dominant themes in the OBIdient campaign discourse on X (formerly Twitter).

Methodology: This research used a descriptive qualitative research design. The data for this work were drawn from tweets from members of the OBIdient campaign movement. Dell Hymes' (1964) ethnography of communication (SPEAKING) was used to analyse the tweets from members of the OBIdient campaign movement. The ethnographic dimensions of the campaign necessitated the choice of this model.

Results: The findings of this study revealed the following dominant themes: persuasion, admiration, gratitude, religion/focus, transparency/good governance, hate politics, and political killing. 

Unique Contribution: This work adds to the sparse literature available in this area and the use of Dell Hyme’s Ethnography of Communication - SPEAKING model in doing a case study analysis of political discourse.

Conclusion: Social media platforms have changed the dynamics of political discourse globally and Nigeria is no exception.

Recommendation: Further studies may consider a comparison between data obtained from other social media platforms using a different theoretical framework. The researchers believe that suggested further studies would most likely widen the horizon of the impact of the #Obidient presidential campaign of 2023.