Lexical Pragmatic Processes in Meaning Modulation: The Role of Context in Bola Ahmed Tinubu’s 2023 Presidential Campaign Rhetoric

Abstract

This study examines the role of context in meaning modulation within Nigerian presidential campaign rhetoric, focusing on Bola Ahmed Tinubu’s pre- and post-election speeches. Using lexical pragmatic processes such as broadening, narrowing, metaphorical extension, and meaning transfer, the study analyses how Tinubu’s language adapts to different political contexts, influencing audience interpretation and political credibility. Drawing on relevance theory and cognitive pragmatics, the research explores how meaning shifts occur in response to rhetorical objectives, strategic ambiguity, and ideological positioning. The study also investigates linguistic inconsistencies in Tinubu’s speeches, assessing whether they reflect deliberate rhetorical strategies or cognitive/health-related limitations. Instances of redundancy, contradiction, and vague assertions are examined to determine whether they serve persuasive functions or indicate cognitive strain. Furthermore, the research evaluates the pragmatic consequences of meaning modulation, considering its impact on public perception, political trust, and campaign effectiveness. Data for this study consists of selected excerpts from Tinubu’s speeches, analyzed using qualitative discourse analysis. By situating these linguistic features within their socio-political context, the study contributes to the broader understanding of how Nigerian political figures employ language to navigate electoral campaigns and governance transitions. Findings suggest that meaning modulation in Tinubu’s rhetoric is shaped by both pragmatic strategies and contextual demands, with implications for political discourse, voter engagement, and leadership communication. The study underscores the need for a nuanced approach to interpreting political language, particularly in a highly contested and dynamic electoral environment like Nigeria.