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Article published In: Pragmatics and Society
Vol. 12:1 (2021) ► pp.59–78

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Critical sociocognitive analysis of hate speech in the 2015 Nigerian presidential election campaigns

 | University of Ibadan
Published online: 2 March 2021
DOI logo with link
https://doi.org/10.1075/ps.16030.sun
Abstract
In an attempt to ensure electoral victory, politicians use different strategies. One of such is resort to hate speech to discredit the opponents. The 2015 presidential election campaigns in Nigeria witnessed unrestrained use of hate speech in different media. This paper analysed selected speeches of the campaign organisations of the two leading political parties in the election, namely the Peoples Democratic Party Presidential Campaign Organisation and the All Progressives Congress Presidential Campaign Organisation. Data were got from the speeches and advertorials of the two organisations sampled from The Nation and The Punch, published between January and March 2015. The speeches were subjected to critical sociocognitive analysis. The antecedents of the candidates became a recipe for hate speech. Propagandist and alarmist ideologies were used. Socially shared knowledge played an important role in the hate speech. Figures were used symbolically and serious attempts were made to frighten the electorate.
Article outline
  • 1.Introduction
  • 2.Hate speech
  • 3.Theoretical framework
  • 4.The data
  • 5.Strategies employed in the hate speeches
    • 5.1X-raying the leadership activities
    • 5.2Focusing on perceived incapability of the other candidate
    • 5.3Assessment of democratic qualities
    • 5.4Attacking each other’s psychological orientation
    • 5.5Harping on corruption-related Matters
    • 5.6Challenging religious extremism
  • 6.Conclusion
  • References
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