A STYLISTIC ANALYSIS OF THE LANGUAGE OF POLITICAL CAMPAIGNS IN NIGERIA: EVIDENCE FROM THE 2007 GENERAL ELECTIONS
V.E. Omozuwa & E.U.C. Ezejideaku
Introduction
The analysis is about the political speech use by the politicians during elections.
language of political campaign embodied propaganda and rhetoric, is persuasive
presenting themselves as the only capable persons for the job
synchronic stylistic analysis of various political utterances used during the electioneering process in Nigeria based on 35 political campaigns
that different situations call for different language useThe language of political campaigns as a variety of language
two types of language varieties: dialect and diatype (register)“the variety of language according to use”
- it shows the speaker’s attitude, mood & feeling with respect to the subject of discourse, and the other participants in it
is intended to pass the needed information to the electorate with a view to convincing or appealing to them
Szanto (1987:7) describes the language of politics as a “lexicon of conflict and drama, of ridicules, and reproach, pleading and persuasion, color and bite permeated”
a language designed to valour men, destroy some and change the mind of others”
the word is often associated with deceit because propagandist have seldom scruples to lie or to distort the truth in order to persuade and gather people behind them
language of political campaign, whether it is in the interrogative, declarative, imperative or exclamatory mode, contains some forms of promises to the electoratePropaganda through exaggeration
* exaggeration is one of the peculiar features of political propaganda
- they told us they have reformed the economy.
Which economy?
º no electricity! 95% of Business and Homes depend on Generator for electric power
º insensitivity! Our roads are death Traps, infrastructure are Derelict
º insecurity! Security of loves and property almost non existent
º the extract is a typical example of propaganda through exaggeration
º information contained in the sponsored advertisement was exaggerated
º though it is a fact that the supply of electricity in Nigeria is erratic, it is an exaggeration to say that 95% of business and homes now depend on generator
* “my meeting the president was made in heaven”
(daily champion, Friday, march 30, 2007:6)
- this is impossible because he has not been to heaven
- “a forceful question which has the form of a question but which does not expect an answer”
- are questions for which the speakers already have the answers (or they are self evident) but sarcastically ask them to discredit the opponent
“...what would have happened if Koro had been chairman for 3 years?”
“the whole of Broad Street would have been razed to ashes.”
* “is this the man who should ever have the effrontery to desire to become the governor of Lagos state in this era of accountability and transparency?”
* “...but can 2 weeks of ‘patch’ patch’ activities salvage 8 wasted years?” (Saturday Punch, March 10, 2007:A 18)
* “they told us they have reformed the econoly, which economy?” (Daily Sun, Tuesday April 17, 2007:5)
* this stylistic device is very effective as the propagandist use such rhetorical questions to provoke thoughts on the part of the audience; to make the audience see why they must reject their opponents
Vague utterances
words that are vague or indefinite
words that have no realistic ways of validating themº Lagos reject bitterness (thisday, Saturday, march 17 2007:27)
º Go ahead! We love you. Lagosians (Punch, Tuesday, March 20, 2007 p:47)
º Kalu doesn’t respect old age, tradition. (Obasanjo. Punch, Saturday, March 3, 2007).
are not definite
they lack clarity
one person is speaking for everybody
the opinion expressed may not necessarily be everybody’sAbusive utterances
* “later I made Segun Mimiko Minister without the knowledge of Agagu. I am hearing now is that he said I am the one that urged him to go and contest in another party. He is a liar, I did not say any such thing. When he told me that he wanted to resign as Minister to go and contest, I begged him not to go, I don’t know whether his mother’s rival cursed him,...”
(Sunday Independent. February 11, 20017: 33. South-west Zonal PDP President Campaign Rally at Akure Sports Stadium. Emphasis is ours).
* recklessness in the use of language
* become too emotional in spreading propaganda that they resort to abusive language
- as “a liar” and somebody that has probably been “cursed by the mother’s rival”
* are meant to defame the character of the opponent
Rhetoric
* “the study of style through grammatical and logical analysis”
* “the art or talent by which discourse is dapted to its ends”
* Aims at persuading through the beauty of language
PROPAGANDA
* To persuade through some negative manipulation of language
Repetition
repetition of particular word, phrase or an idea helps listener to memorize the word, phrase or idea
several times so that the ideas or concepts will be better comprehended by their audienceº Free Education. Free Medical care. Free Medical care. Free Employment. Free food. Free house. Free this ... Free that
(Concerned Citizens for a better Lagos: Saturday Punch, March 31, 2007:A19)
º Empty seat, Empty excuses, Empty promise, Empty politics. They are empty
(Sunday Punch March 18, 2007: 41, emphasis is ours)
* the word ‘free’ was repeatedly used to comically discredit the opponent
* tried to show that ‘free’ has become a slogan their opponents since nothing was actually free
* the word ‘empty’ to show the emptiness of their opponents
* by repeatedly saying ‘empty’ the listeners are compelled to believe that the opponents have nothing to offer
* repetition – is very useful tool for emphasis to portray the opponent in bad light
Biblical citation/reference to God
* ‘If you want me to be modest, I will tell you that we have left Egypt, but we have not yet reached Canaan. We are still between Egypt and Canaan. We are in wilderness. That wilderness is a much better place than Egypt, especially when you have a Moses with you and that Moses, of course, is President Olusegun Obansajo. We have Joshua in the wing. That Joshua seems to be Yar’ Adua.’
(Daily Champion, Monday 12, 2007)
* reason is to give spiritual credence and authority to their speech to their believe that majority of Nigerians are very religious.
Promises
o ‘our vision is to banish poverty in Ekiti’
(action congress gubertorial candidate in Ekiti State, Kayobe Fayemi. Saturday champion, march 30,2007: 11)
* use expressions that are full of assurance for better tomorrow
* promises both realistic and unrealistic
* they use to persuade their audience to vote for them at polls
* one unique way politicians hold their audience spell bound
Colloquialisms
* language used by politicians to show solidarity with audience, especially the masses
º ‘but can 2 weeks of ‘patch patch’ salvage 8 wasted years?’
(a sponsored campaign by the Musli Obanikoro Campaign Organization. Saturday Punch, March 10, 2007:A18)
º FA! FA!! FA!!! FASHY THEM.
(concord Citizens for a better Lagos. Saturday Punch, March 3, 2007:A19)
* politicians use such colloquial terms as “no shaking”, “patch-patch”, “fa! fa!! fa!!! Fashy them”, “catch fire” as a mark of solidarity with the grasshoots
* these expressions are already familiar to the audience that is being addressed
Word coinages
is a process of inventing new words to suit the present discourse
coinages are words/expressions that do not exist but are coined to suit the present discourse‘...this is why we must reject the PDP man “Koro” (bitterness) in Lagos...PDP must not allowed to “KORODE” Lagos...”
(Concerned Lagosians for Good Government. Sunday Sun Newspaper, Thursday, March 25, 2007:24)
seems to suggest that electing him will ‘corrode’ Lagosians and bring bitterness to them
not only to pass message clearer to the audience but to add humour to discourse
Pidginized expressions
* used to create a seeming affinity with the people at the grassroots
* recourse to pidgin especially when they want to address the people in rural areas or the masses
º “when una vote me and I get to Aso Rock in May this year, I promise una here now that I go build hospitals, schools, which go be free for every citizen because Nigeria get the money.”
(Sunday Vanguard, March 2007:7)
* ‘pidgin’ – using the language they understand better
* they use the language they understand to solicit for their support
* this makes the people feel the politicians have them in their agenda
Metaphor
* ‘Smart Guy. He couldn’t take the heat. So, he stayed out of the kitchen”. (Sunday Sun, March 16, 2007:12)
o the politician compared what Senator Obanikoro (the PDP gubernatorial aspirants in Lagos state) would faced if he had attended the public debate to the heat that came from the kitchen.
o the use of the concept from the sport jargon could be to get quick attention from audience
Idioms
π are phrasal constructions or verbal expressions closely associated with a given language
o He who pays the Piper dictates the tunes. Ekiti, beware! The devourers are here again.
(Friday Punch, April 16, 2007:18)
π idioms used by the politicians during political campaign as a way of giving extra meaning to an utterance
Conclusion
π use language in a unique way during political campaigns to give extra effect and force to their message
π aimed at achieving their main objectives of discrediting their opponents and winning more votes
π reveals that politicians will spare nothing at outsmarting their opponents even if it means resorting to the use of utterances that could be defamatory, abusive and sometimes vulgar
π the political arena, as it is in war, ‘all is fair’.
rReference: