FRAMING ELECTORAL VICTORY: COMMUNICATION, IDENTITY AND CAMPAIGN STRATEGY IN NIGERIA'S 2023 PRESIDENTIAL ELECTION

The paper investigates the crucial role of communication in the electoral process, particularly focusing on the 2023 Nigerian presidential election. The study examines how political candidates leveraged communication strategies to gain an electoral edge, using theoretical frameworks such as Political Communication, Media Effect, and Political Marketing. Through qualitative analysis, the research explores the use of message framing and social media by key presidential candidates. It highlights the role of identity politics, past achievements, and the strategic use of social media hashtags to engage diverse voter demographics. The study underscores how candidates adapted their communication strategies to appeal to geographic and socio-political contexts, using communication as a powerful tool to shape public perception. Findings reveal that communication, particularly through social media, played a pivotal role in framing political messages and mobilizing voters. The paper concludes by emphasising the importance of integrity and accuracy in political communication, advocating for strategies that ensure informed electoral decisions in the future.