| Author(s): |
Toyin Segun Onayinka, Jacob Kehinde Opele, Lawrence Bunmi Adewole, Blessing Vou Dakat, Chioma Ifeoma Agbasimelo, Abiodun Emman Akinbodewa, Oluwasola Omolola, Grace Oluwakemi Onipede, Ignatius Chinyere Mercy, Fatimat Ohunene Muhammed & Timilehin Adewole |
| Abstract: |
This study examines political ridicule, hyperbole, and character attack in Nigerian X campaign discourse. While prior research emphasises misinformation diffusion, less attention addresses the rhetorical architecture through which ridicule operates as structured campaign strategy. Drawing on Framing Theory and Social Identity Theory, the paper conceptualises ridicule as selective emphasis that assigns moral deficiency and reputational unfitness to political opponents, often through exaggeration and identity cues. The study adopts mixed qualitative content analysis of annotated X posts drawn from a national monitoring dataset. Tweets were coded for ridicule, hyperbole, character attack, identity reference, hostility, polarisation markers, and engagement mixed. Descriptive analysis, cross-tabulation, and discourse interpretation were employed to examine narrative structure and diffusion patterns. Findings show that persona-centered ridicule outweighs policy-oriented
engagement. Ridicule frequently overlaps with character attack and
hyperbolic corruption claims. Tweets combining ridicule with explicit identity references display higher polarisation and hostility markers. Engagement metrics indicate stronger diffusion for ridicule-driven content compared to policy discussion. Identity embedded ridicule clusters within higher risk-level classifications. The results support a sequential interaction between framing, identity activation, and platform affordances. Framing structures moral evaluation, identity cues intensify in-group and out-group distinctions, and platform dynamics amplify emotionally charged narratives. The study concludes that ridicule functions as delegitimising campaign strategy rather than incidental satire. Its normalisation within Nigeria's digital electoral sphere narrows
deliberative space, heightens affective polarisation, and shifts democratic contestation toward reputational combat. |
