The Effect of Visual Hashtag Campaigns on Nigerian Semantic Shifts: A Case Study of Instagram Movements
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Background of the study
Visual hashtag campaigns on Instagram have become a transformative force in Nigerian digital discourse, driving significant semantic shifts. These campaigns combine compelling imagery with hashtags to convey socio-political messages and cultural narratives. Nigerian users often repurpose hashtags embedded in visual content to create new meanings, altering the semantic landscape of digital communication (Adeola, 2023). The interplay between visual elements and textual hashtags fosters semantic innovation, as traditional word meanings are reinterpreted in light of current social contexts. This dynamic is evident in Instagram movements where visual hashtags not only mobilize public opinion but also generate neologisms and idiomatic expressions (Ibrahim, 2024). By examining these campaigns, the study aims to document how visual contexts interact with hashtag language to produce semantic shifts. This investigation will provide insights into the mechanisms of digital semantic change and contribute to theoretical models of meaning evolution in online environments (Obi, 2025).
Statement of the problem
Despite the influence of visual hashtag campaigns on language, there is limited research on their specific effect on semantic shifts in Nigerian digital discourse. Existing studies tend to focus on either the visual or the textual aspects of hashtags, neglecting the synergistic effect that drives meaning change (Chinwe, 2023). This gap limits our understanding of how Instagram movements use visual hashtags to redefine word meanings and cultural symbols. Without a detailed examination of these processes, educators and policymakers face challenges in adapting to rapidly changing semantic landscapes in digital media (Ibrahim, 2024).
Objectives of the study
1. To analyze semantic shifts induced by visual hashtag campaigns on Instagram.
2. To identify mechanisms through which visual content influences meaning.
3. To propose models of digital semantic change.
Research questions
1. How do visual hashtag campaigns alter semantic meanings?
2. What is the role of imagery in driving these semantic shifts?
3. What implications do these changes have for digital communication?
Significance of the study
This study is significant as it investigates the role of visual hashtag campaigns in driving semantic shifts in Nigerian digital discourse. The findings will enrich theoretical models of semantic evolution and inform educational strategies to address language change in the digital era (Adeola, 2023; Obi, 2025).
Scope and limitations of the study
The study is limited to analyzing Instagram visual hashtag campaigns among Nigerian users, excluding other platforms and offline interactions.
Definitions of terms
• Semantic Shifts: Changes in the meaning of words or expressions over time.
• Hashtag Campaigns: Coordinated digital movements using specific hashtags.
• Visual Hashtags: Hashtags integrated with imagery to convey meaning.
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