A Comparative Analysis of Semantic Framing in Nigerian Political Advertisements: A Focus on Electoral Rhetoric
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Background of the Study
Political advertisements in Nigeria play a pivotal role in shaping public opinion during electoral campaigns. Semantic framing—the strategic use of language to highlight certain aspects of an issue while downplaying others—is central to this process (Chukwu, 2023). In Nigerian electoral rhetoric, advertisers employ a range of semantic devices such as metaphors, analogies, and emotive language to influence voter perceptions. Urban political ads, influenced by global media practices, tend to use formal and polished language, whereas rural advertisements may integrate local idioms and culturally resonant symbols (Ifeoma, 2024). This study examines how these semantic frames are constructed and how they differ between urban and rural contexts. By analyzing a corpus of political advertisements, the research seeks to uncover the underlying strategies that shape public discourse during elections. The study further explores the interplay between semantic framing and electoral success, considering the implications for democratic participation and political communication (Aminu, 2025).
Statement of the Problem
Although semantic framing is recognized as a key factor in political advertising, there is limited research on its comparative application across different Nigerian contexts. Most studies focus on either urban or rural settings without a systematic analysis of how semantic choices vary and affect voter persuasion (Chukwu, 2023). This lack of comparative data hampers the development of effective communication strategies in electoral campaigns and obscures our understanding of how language influences political behavior. Moreover, the impact of culturally specific semantic devices on electoral outcomes remains underexplored. This study seeks to address these gaps by providing a comprehensive comparative analysis of semantic framing in Nigerian political advertisements, focusing on electoral rhetoric in diverse settings (Ifeoma, 2024).
Objectives of the Study
- To identify key semantic frames used in Nigerian political advertisements.
- To compare the framing strategies between urban and rural contexts.
- To evaluate the impact of these frames on electoral persuasion.
Research Questions
- What semantic frames are prevalent in Nigerian political ads?
- How do framing strategies differ between urban and rural settings?
- What is the impact of semantic framing on voter perception?
Significance of the Study
This study is significant as it examines the role of semantic framing in electoral rhetoric, offering insights that can improve political communication strategies. The findings will benefit political strategists, advertisers, and communication scholars by clarifying how language influences voter behavior in different contexts (Chukwu, 2023; Aminu, 2025).
Scope and Limitations of the Study
This study is limited to semantic framing in Nigerian political advertisements and does not cover other forms of political communication.
Definitions of Terms
- Semantic Framing: The process of constructing a message to emphasize particular meanings.
- Political Advertisements: Commercial messages aimed at influencing voter opinions.
- Electoral Rhetoric: Language used to persuade voters during elections.
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