One of the most popular forms of humour on the Internet is memes. Given the identity construction motif that is associated with memes, agents of memes select targets outside the in-group and criticise the targets’ behaviour for ideological purposes. This study examines the patterns of humour evidenced in the deployment of Internet memes in the online campaign discourse of the 2015 presidential election in Nigeria. Data for the study consist of Internet memes produced and disseminated during the presidential election campaign (...) between December 2014 and March 2015. Considering Archakis and Tsakona’s view that humour can be a very efficient means of identity construction, the study applies Van Dijk’s socio-cognitive model with particular reference to the theoretical concept of the ‘ideological square’, which encapsulates the twin strategies of positive ‘in-group’ description and negative ‘out-group’ description. This theoretical approach is complemented with Neuendorf et al.’s taxonomy of theoretical perspectives on humour. The study reveals that the memes deployed in the presidential election online campaign discourse largely serve subversive purposes to detract greatly from the electoral value of the targets. In terms of the reinforcing function of humour, however, serious socio-political issues were raised to express the public’s worries and desires in a bottom-up communication flow. (shrink)

This study explores the semiotics of humor and political disaffection in the online feedback discourse evaluating party performance in a post-election era in Nigeria’s democratic practice. It examines the incongruities in multimodal digital humor as semiotic resources of subversive play to criticize a political party for its perceived weak program-to-policy linkage. Data for the study comprise some purposively sampled political internet memes which were deployed to express political disaffection at the party All Progressives Congress in the first half of its (...) four-year tenure. The study applies Algirdas J. Greimas’ semiotic theory by drawing upon the notions of narrativity and modalities to read the selected political internet memes, which run profound social commentaries on the anxieties and frustrations of the ordinary citizens in a failing economy, thereby underpinning the thrust of the theory, which lies not only in the signification of texts but also in the signification of the living experience. The study reveals the power of signs evidenced in the deployment of objects, behaviors, practices, images, and symbols within the socio-economic sub/culture of the production of the internet memes to configure backlashes of democratic deficits relating largely to worsening poverty, hunger, struggle for survival, and political cynicism in an emerging democracy. (shrink)

ABSTRACT This article examines the discursive practices of coercive persuasion deployed by Nigeria’s Minister of Information and Communications to justify the rebranding Nigeria campaign as a policy designed for value reorientation of the citizenry in the wake of the country’s image crisis both domestically and internationally. Sampling data from select addresses and interviews of the country’s chief image maker during the campaign, the study analyses some discourse structures and strategies in the public discourse, drawing theoretical insights from van Dijk’s Critical (...) Epistemic Discourse Analysis to re-examine and re-interpret meaning in relation to knowledge claims in the organised persuasive communication. The article demonstrates that there is artful management of information and construction of knowledge in the persuasive discourse largely to present an institutional version of reality in re/telling Nigeria’s national identity narratives. The study concludes that the rhetorical means of controlling the discourse and managing the minds of the audience typify leadership practices of knowledge construction to achieve policy dominance given certain norms and conventions of nation branding practices. (shrink)

This article examines the interactions of verbal and visual signifiers to advertise shares offers in the 2005 bank recapitalisation in Nigeria. It considers such signifiers as rhetorical devices to influence the prospective subscribers to invest in shares, thereby saving for the proverbial rainy day. Data for the study comprise eight adverts culled from some of Nigeria’s national daily newspapers and news magazines between March and December 2005. Lemke’s multimodal semiotic theory and Barthes’ conception of the interaction of signs as encapsulated (...) in the concepts of ‘anchorage’ and ‘relay’ provide the theoretical perspective for the data analysis. The study reveals that the advertisers creatively blend verbal and visual cues in the discourse largely to elicit certain sensibilities in the readers so as to make them think and act in the direction of the investment offer being touted. Generally, the advertisers’ appropriation of culture-specific issues in the Nigerian context, building a strong and credible brand to enhance the integrity of the respective banks and harping on the exigency of keying into the investment offers, serves as useful rhetorical appeals for the effectiveness of the multimodal semiotic resources in the discourse. (shrink)