An Analysis of the 2011 and 2015 Electoral Music of Select Presidential Candidates in Nigeria

Abstract

The paper examines the 2011 and 2015 electoral music of presidential candidates in Nigeria. While studies on political communication have often focused on the use of traditional and social media like Facebook and Twitter for electioneering, little is known about electoral music campaigns from the audiovisual standpoint. Anchored on Agenda Setting and Framing theories, the study describes how music messages are packaged to focus attention on campaign issues and situations that are of public interest. Through the qualitative research design, Contextual and Qualitative Content Analysis, the paper examines the nature of electoral music. This paper analyses the structure, content and context of songs. While some songs were sensitive to the sociocultural and ethnic plurality of the nation, others were ethnocentric in nature. Figurative expression, religious allusions, contextual images and diverse frames projected varying political viewpoints. The nuanced construct of songs made prominent the campaign messages of the main contenders, Goodluck Jonathan and Muhammadu Buhari. The paper concludes that the deployment of an inclusive campaign strategy garners the attention of heterogeneous groups in a plural society. Cultural-diverse music images and comprehensible content will have implications on voter cognitions, appeal and behaviour.

Keywords: Music campaigns, election songs, political communication, framing, presidential candidates in Nigeria