An Appraisal of Semantic Networks in Nigerian Social Media Campaigns: A Case Study of Hashtag Movements
- Project Research
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Background of the Study
Social media campaigns in Nigeria increasingly leverage hashtags to create semantic networks that unite users around shared causes and cultural movements. These hashtag movements function as digital signifiers that encapsulate complex ideas, emotions, and social commentary in concise linguistic forms (Ekwueme, 2023). This study appraises the semantic networks formed by hashtag movements on Nigerian social media, examining how lexical choices and contextual associations contribute to collective identity formation. The research analyzes data from various hashtag campaigns, investigating how semantic shifts occur over time and how users interact with these digital symbols. The study employs network analysis tools to map connections between hashtags and utilizes qualitative content analysis to understand the narratives they construct (Ikechukwu, 2024). Additionally, the research explores the role of media convergence in amplifying these semantic networks and assesses the impact on public discourse and political mobilization. The findings are expected to provide valuable insights into the dynamics of digital activism and the evolving nature of language in the social media landscape (Chidera, 2025).
Statement of the Problem
Despite the growing importance of hashtag movements in Nigerian social media campaigns, there is limited research on the semantic networks they create. This lack of analysis restricts our understanding of how hashtags shape public opinion and mobilize communities (Ekwueme, 2023). Inconsistent use of hashtags and shifting semantic associations may lead to fragmented narratives and reduced campaign effectiveness. Moreover, without a systematic examination of these digital signifiers, policymakers and media strategists are left without clear guidelines to harness the power of social media for positive change (Ikechukwu, 2024). This study addresses these gaps by analyzing the semantic networks of hashtag movements, aiming to clarify their role in digital communication and activism (Chidera, 2025).
Objectives of the Study:
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To map the semantic networks created by hashtag movements.
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To analyze the lexical and contextual features of these networks.
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To propose strategies for optimizing hashtag-based social media campaigns.
Research Questions:
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What semantic associations characterize popular hashtag movements?
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How do these associations evolve over time?
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What impact do semantic networks have on public engagement?
Significance of the Study
This study is significant as it provides an in-depth appraisal of semantic networks in Nigerian social media campaigns, contributing to our understanding of digital activism and online communication. The findings will benefit social media strategists, policymakers, and scholars by offering insights into how hashtags can be effectively leveraged to mobilize communities and shape public discourse (Chidera, 2025).
Scope and Limitations of the Study:
The study is limited to analyzing hashtag movements on Nigerian social media platforms and does not cover other forms of digital communication.
Definitions of Terms:
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Semantic Networks: Interconnected meanings formed by the use of related lexical items.
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Hashtag Movements: Organized social media campaigns centered around a common hashtag.
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Social Media Campaigns: Coordinated online efforts to promote social or political causes.
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