International Journal of Sub-Saharan African Research (IJSSAR)

Background: Language has long been recognized as a powerful tool in shaping political discourse and influencing public opinion. In the context of Nigerian politics, language plays a crucial role in campaigning, debate, and policy-making. The 2023 presidential election in Nigeria was no exception, with various candidates employing language as a strategic tool to persuade voters and critique their opponents.Atiku Abubakar, the presidential candidate of the People's Democratic Party (PDP), delivered a speech in 2023 that sparked significant controversy and debate. In his speech, Abubakar questioned the academic credentials of his opponent, Bola Tinubu, thereby invoking a critical examination of the role of language in political transformation. Objectives:This study investigated the pragmatic functions of language in Atiku Abubakar's 2023 speech, with a particular focus on how language was used to shape public perception and influence political discourse. Methods: A qualitative research design was adopted, utilizing a case study approach with a pragmatic analysis framework. The speech was analysed, focusing on the use of assertive, directives, emotional appeals and implicatures. Results: The analysis revealed that Abubakar: (1) used assertive to question Tinubu’s legitimacy, portraying himself as an advocate of transparency; (2) employed directives and emotional appeals to garner public support and provoke reactions; and (3) leveraged implicatures to subtly undermine Tinubu’s credibility while reinforcing his own political stance.
Conclusion: The study concluded that Abubakar’s rhetorical strategies effectively framed the political debate around integrity and governance, questioning Tinubu's qualifications.
Unique Contribution:The study provides fresh insights into the ways in which language can be employed as a tool for political transformation in Nigeria.
Key Recommendation: Future research should explore other political speeches and the impact of digital media in amplifying political rhetoric in Nigeria.