Political Communication and Popular Literature: An Analysis of Political Jingles in Nigerian Electoral Discourse

Abstract

To win the support of the electorates, Nigerian politicians engage diverse resources during electoral campaigns. Some of these resources include political jingles. This study examines political discursive practices and their socio-cognitive functions in the political jingles of the 2015 general elections in Nigeria. This is to illuminate the politicians’ sociopolitical evaluations of the electorates. The data for this study comprise 50 political jingles of the presidential campaigns of the two major political parties in the country, the ruling People’s Democratic Party (PDP) and the main opposition party, the All Progressive Congress (APC). This study is anchored on linguistic and literary theoretical perspectives using Critical Discourse Analysis and Sociology of Literature, respectively, to reveal the inherent meanings in, and socio-cultural implications of, the discourse of the sampled political jingles. Data analysis identifies political jingles as face-saving, assertive and educative acts. It also notes that implicatures, names, lexemes, religious allusions, evidentiality and code-switching are ideologically employed in the political jingles to enhance the politicians’ personalities and acceptance among the electorates.