Name-calling and Audience Persuasion in the 2023 Nigerian Election Campaigns: An Analysis of Selected Speeches of Nyesom Wike, Rochas Okorocha and Lai Mohammed

Background: The study thrust was anchored on the need to provide a scientific explanation of the application of name-calling as identified in the political narratives of Nyesom Wike, Rochas Okorocha and Lia Mohammed. Objective: The objectives among others bordered on the need to investigate the name-calling antics employed by the politicians under review in their political communication. Method: A mixed methods research design was adopted, combining discourse analysis of the speeches of the 3 selected politicians transcribed from 3 online media platforms with 3 speeches per politician and survey of their audiences through a Focus Group Discussion of 6 participants each from the city of Port Harcourt and Benin. The study gathered all of its data for discourse analysis using documentary analysis guide. While focus group guide was used to gather data from the participants from Port Harcourt and Benin metropolis during the focus group discussions. Result: The study found that from the excerpts from the speeches of the selected politicians under study reviewed, that Lai Muhammed, Nyesom Wike, and Rochas Okorocha made use of name-calling technique in their speeches. Also, as evidenced in the study, finding showed that the politicians that used name-calling technique in their rhetoric, used it to discredit their opponents. In all the speeches where name-calling was used, it was calculatedly for maligning their opponents, and for making statements to portray their rivals in bad light before the right-thinking public. On the application of the above elements, finding showed that of all the politicians reviewed, Nyesom Wike showed more aggression and passion – which is a mark of his proficiency, while Lia Mohammed showed the least passion and therefore the least proficiency. Conclusion: From the five sets of narratives identified and examined in the speeches of the select Nigerian politicians, and the ultimate destination of whatever narratives they deploy was not only to seek control of the people’s opinion or making them change their views but rather the ultimate goal is to win election and control the nation. Unique contribution: Heuristically, the study is unique because its finding will lead to tremendous contribution to the knowledge pool of political communication. Furthermore, this study is unique in the obvious sense that it will providing insight to politicians in their quest for profound mastering of the unpredictable political rhetoric and electoral communication before, during and after the campaign period. Key recommendation: In the light of the findings, the study recommends that politicians should never name-call but rather be factual on the claims they make against their opponents; politicians should say what they do and do what they say in order for their citizens to take them seriously; and, political communicators should at all times strive to get better at proficiency in their communication. Therefore, every politician should strive to improve on their rhetorical skills, and do well to keep their toolbox full at all times.