Nigeria’s 2019 electioneering discourse

The paper interrogates the various discourse strategies adopted by the electorate on social media (SM) to delegitimize political opponents and engender rivalry in the build-up to the February 2019 presidential elections in Nigeria. A total of forty-two (42) Facebook (FB) posts on Nigerian political discourse were purposively selected between November 2018 and January 2019, and subjected to pragmatic and evaluative analysis, adopting Mey’s (2001) pragmatic acts theory and Martin and White’s (2005) appraisal theory.From our analysis, fourteen (14) different delegitimization strategies were found to have been utilized by the writers to achieve the pragmatic acts of discrediting political opponents as unworthy of being voted into powers, while concurrently persuading the electorate to support their side instead. These strategies include the following categories: facts and evidence, issue-based rhetorical question, frank issue-based opinion, contrastive engagement, and dysphemism. Others are implicit antithesis, direct verbal attack, allegations, irony, demonization, self-indictment, lexical gymnastics, sarcasm, and prophetism. The findings show overt and covert persuasive strategies and interactivity towards the pragmatic act of delegitimizing political opponents, showing words as the real weapons on the battlefield of politics. The analysis further reveals that people tend to support a SM post not necessarily because it is true, but because it supports the chances of their candidate or hurts the opposing side. Thus a platform has been provided for implicit and explicit political stance taking, which may be difficult outside SM due to certain insecurity and face threats. SM has become a site for a running, fierce, and open political discourse, the new voice for the voiceless, as well as for issue-based campaigns in Nigeria. It may well become a space where general elections are won and lost even before a vote is cast.