A Multimodal Analysis of Some Visual Images in the Political Rally Discourse of 2011 Electioneering Campaigns in Southwestern Nigeria

Abstract

This paper explores the visual agency in political campaign discourse in southwestern Nigeria by analysing some visual images that are used for political communication in the political rally context. Data for the study were obtained from 12 political rallies, two each of the six south-western Nigerian states. Systemic functional multimodal discourse analytical framework and Barthes’ conception of the interaction of signs encapsulated in the concepts of “anchorage” and “relay” provide the theoretical perspective for the analysis of the data. Data analysis reveals that the discourse participants use semiotic artefacts such as vests, ankara and head wears to communicate messages relating to the visions, ideals, abilities and promises of the political parties and politicians to the electorate in order to gain their acceptance. The paper reveals further that the visual signifiers in the discourse were also used to give aesthetic and affective appeal to the discourse. The paper concludes that the visual resources communicated political meanings and highlighted certain cultural and social factors in the Nigerian environment.

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