Multimodal Analysis of Visual Framing in Bola Tinubu’s Presidential Campaign Video
DOI:
https://doi.org/10.18533/m2j6wp47Abstract
This paper analyses a political campaign video from the perspective of multimodal visual and emotional framing. Using a case study of a campaign video by then-presidential candidate Bola Ahmed Tinubu, now the incumbent President of Nigeria, who stated in Yoruba, “Emi ló kán” (“It is my turn”), I employ Systemic Visual Grammar to reveal how visual frames are used to highlight key topics for a successful political campaign. The results show that (i) emotional and visual semiotics are utilized to frame the topic of legitimation, and (ii) visual frames related to elite closure, kinship, and ethno-religious resources emphasise the importance of performing a speech act with the appropriate thematic salience. The paper concludes that the utilisation of the right themes in speech act can be exploited for political gain.
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