An Examination of Semantic Shifts in Nigerian Political Terminology: A Study of Election Campaigns
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Background of the study
Nigerian political discourse, especially during election campaigns, is a fertile ground for semantic evolution. Political terminology frequently shifts in meaning as politicians adopt new rhetorical strategies to appeal to a diverse electorate. These semantic shifts reflect changes in political ideology, social attitudes, and cultural influences (Chinonso, 2023). This study investigates the evolution of political terms used during election campaigns by analyzing speeches, debates, and media content. The research explores how certain terms acquire layered meanings over time, enabling politicians to navigate complex issues and engage with multiple voter segments. By comparing historical and contemporary usage, the study highlights the dynamic nature of political language in Nigeria. It further examines the role of media, social networks, and public discourse in accelerating these semantic shifts, thereby influencing public perception and voter behavior (Oluwaseun, 2024; Amaka, 2025). This analysis provides a nuanced understanding of how language shapes political reality and contributes to democratic processes.
Statement of the problem
Although semantic shifts in political terminology are critical to understanding Nigerian electoral dynamics, there is a lack of systematic research examining these changes over time. The rapid evolution of political language, driven by media and social influence, leads to varied interpretations among voters, potentially undermining political accountability (Chinonso, 2023). The absence of clear analytical frameworks to trace semantic evolution hampers efforts to decode political messages effectively. This study addresses this gap by investigating the mechanisms of semantic change in election campaigns, aiming to provide insights into how political terminology evolves and affects public discourse (Oluwaseun, 2024).
Objectives of the study:
1. To trace semantic shifts in Nigerian political terminology during election campaigns.
2. To analyze factors driving these changes.
3. To assess the impact of semantic evolution on voter perception.
Research questions:
1. What semantic changes occur in political terminology during campaigns?
2. What factors contribute to these shifts?
3. How do these changes influence voter behavior?
Significance of the study
This study is significant as it offers an in-depth exploration of semantic shifts in Nigerian political language, providing crucial insights for political analysts and communication strategists. The findings will help demystify the evolving meanings of key terms and enhance the effectiveness of political messaging in Nigeria (Amaka, 2025).
Scope and limitations of the study:
The study is limited to semantic shifts in political terminology during Nigerian election campaigns. It does not cover non-political discourse or offline communication.
Definitions of terms:
1. Semantic Shifts: Changes in the meaning of words or phrases over time.
2. Political Terminology: Vocabulary used in political discourse.
3. Election Campaigns: Periods of political mobilization leading up to elections.
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