An Investigation of Semantic Shifts in Nigerian Social Media Hashtags: A Case Study of Instagram Trends
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Background of the study
The rise of social media has transformed language usage, with hashtags serving as pivotal markers for trend formation and meaning-making. On platforms like Instagram, hashtags encapsulate social, cultural, and political sentiments, often undergoing rapid semantic shifts. In Nigeria, these semantic changes reflect the dynamic interplay between traditional cultural expressions and global digital influences. This study investigates how Nigerian social media users repurpose and reinterpret hashtags over time, leading to significant semantic shifts. The analysis focuses on Instagram trends, exploring the mechanisms through which hashtags acquire new meanings and serve as vehicles for cultural commentary (Lawal, 2023). Researchers have noted that semantic evolution on social media mirrors broader social changes, offering insights into collective identity formation and public discourse (Ike, 2024). This research further examines the socio-cultural drivers behind these shifts, considering factors such as political events, social movements, and technological advancements. The study aims to provide a comprehensive account of how language is innovatively used in digital environments, thereby contributing to contemporary debates on semantics and media literacy (Abiola, 2025).
Statement of the problem
While social media hashtags have become critical in shaping public discourse, there is a paucity of research on their semantic evolution in the Nigerian context. The rapid pace of semantic shifts, driven by viral trends and user interactions, poses challenges for linguists attempting to document and analyze these changes (Lawal, 2023). Without systematic investigation, the nuances of meaning transformation and the factors influencing these shifts remain poorly understood. This gap hinders the development of effective strategies for media literacy and digital communication. Consequently, there is an urgent need to examine how Nigerian Instagram users reinterpret hashtags to reflect current socio-political and cultural realities (Ike, 2024).
Objectives of the study:
1. To document the semantic shifts in Nigerian social media hashtags on Instagram.
2. To analyze the drivers behind these shifts in meaning.
3. To assess the implications of semantic changes for digital communication.
Research questions:
1. What are the prominent semantic shifts observed in Nigerian Instagram hashtags?
2. Which socio-cultural factors influence these shifts?
3. How do these changes affect user engagement and digital discourse?
Significance of the study
This study is significant as it provides a critical examination of semantic evolution in digital communication, specifically through the lens of Nigerian Instagram hashtags. Understanding these shifts can inform strategies for media literacy and enhance the effective use of social media as a communication tool. The insights will be valuable for linguists, marketers, and cultural commentators alike, contributing to both academic research and practical applications in digital communication (Abiola, 2025).
Scope and limitations of the study:
The study is limited to the analysis of semantic shifts in hashtags on Instagram within the Nigerian context. It does not encompass other social media platforms or broader linguistic phenomena.
Definitions of terms:
1. Semantic Shifts: Changes in the meaning of words or phrases over time.
2. Hashtags: Metadata tags used on social media to index keywords or topics.
3. Digital Discourse: Communication practices mediated by digital technology.
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