The Impact of Social Media Hashtag Campaigns on Nigerian Pragmatic Conventions: A Comparative Analysis of Twitter Movements
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Background of the Study
Social media platforms, particularly Twitter, have transformed the way language is used in public discourse, and hashtag campaigns are at the forefront of this evolution. In Nigeria, hashtag movements have emerged as powerful vehicles for social, political, and cultural expression, influencing pragmatic conventions in digital communication (Ifeoma, 2023). This study examines how hashtag campaigns serve as pragmatic tools that shape language use by creating new norms for conversation, emphasis, and solidarity. The integration of hashtags into everyday language reflects an adaptive response to the rapid information exchange on digital platforms, wherein meaning is often negotiated collectively through user interactions (Chukwuemeka, 2024). Hashtags not only condense complex ideas into succinct markers but also mobilize communities and frame public debates in innovative ways. By comparing different hashtag campaigns, this research explores the pragmatic shifts that occur when digital activism intersects with traditional language practices. It also considers how these movements contribute to the evolution of politeness strategies, speech acts, and context-dependent interpretations in online communication (Obi, 2025).
Statement of the Problem
Despite the widespread use of hashtag campaigns in Nigerian social media, there is a notable lack of research on how these movements impact pragmatic conventions. Traditional analyses of language pragmatics have not fully captured the dynamic and participatory nature of digital discourse shaped by hashtags (Ebele, 2023). This gap in research obscures our understanding of how hashtag campaigns alter conversational norms, modify speech acts, and influence social interactions online. The absence of comparative studies leaves questions unanswered about the extent to which hashtag-induced pragmatic changes contribute to broader linguistic shifts. Without systematic investigation, both language theorists and communication practitioners may overlook critical elements of digital rhetoric and community mobilization (Nkem, 2024). This study seeks to address these issues by providing a comprehensive analysis of the pragmatic impact of hashtag campaigns on Twitter, thereby informing future research and policy in digital communication (Amaka, 2025).
Objectives of the Study
- To examine the pragmatic functions of hashtag campaigns in Nigerian Twitter movements.
- To compare changes in pragmatic conventions before and after hashtag campaigns.
- To assess the impact of these campaigns on online communication practices.
Research Questions
- How do hashtag campaigns influence pragmatic conventions in Nigerian Twitter discourse?
- What specific speech acts are most affected by these movements?
- How do pragmatic changes vary across different hashtag campaigns?
Significance of the Study
This study is significant as it investigates the transformative role of hashtag campaigns in redefining pragmatic conventions in Nigerian social media. The research offers valuable insights into digital activism and language evolution, informing communication strategies and policy development. By understanding how hashtag movements reshape pragmatic norms, the study contributes to broader debates on digital rhetoric and public discourse (Ifeoma, 2023; Amaka, 2025).
Scope and Limitations of the Study
This study is limited to the topic only, focusing exclusively on the impact of social media hashtag campaigns on Nigerian pragmatic conventions.
Definitions of Terms
- Hashtag Campaigns: Organized social media movements that use hashtags to promote a particular issue or cause.
- Pragmatic Conventions: Established norms and practices governing the use of language in social contexts.
- Twitter Movements: Social and political campaigns that gain momentum through the Twitter platform.
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