Media Crisis and Theatrics in Nigerian Politics: Bola Ahmed Tinubu’s 2023 Campaign Playbook

Author: Wison Peace Chika (Editorial)

Introduction

In the lead-up to Nigeria’s 2023 general elections, the media space was not just a battleground of policies and manifestos—it became a theatre of calculated optics, vocal gimmicks, and satire-level performance. At the heart of it all was All Progressives Congress (APC) candidate, now President, Bola Ahmed Tinubu, whose campaign tactics brought with them a mix of controversy, confusion, and clever media exploitation.

From a visibly shaky voice to oddly delivered statements and memorable sarcasms, Tinubu and his campaign team leaned into what many would call a media crisis—and managed to flip it into a tool of public engagement.

The Voice That Echoed Across Nigeria
In an era where media virality is as valuable as political structure, Bola Ahmed Tinubu’s vocal delivery became a recurring highlight. His speeches were often marked by an aged, tremulous tone, with a delivery style that sparked nationwide conversation, parody, and eventually, virality.

Rather than shy away from the criticisms, his campaign appeared to harness the online commentary, using it as a mirror to reflect nationwide attention. A classic example was the infamous:

“Recruit 50 million youths into the army... What they will eat? Cassava, agbado, corn in the morning, yam in the afternoon. It's growing here. You create demand and consumption.”

This statement, while perhaps intending to present a local economic solution, was so riddled with absurdity in its delivery that it instantly became meme-worthy, shared on WhatsApp groups, Facebook timelines, and TikTok reels across the country.

For many Nigerian youths, it was less of a plan and more of a parody. But for the campaign strategists, the quote became a rallying cry—intentional or not—anchored on the shock value principle: say what they won’t expect, and they’ll never stop talking.

Caricature as Campaign Strategy
Political campaigns thrive on visibility. In a nation battling political fatigue, Tinubu’s camp exploited caricature politics to stay trending.

1. The "Emi Lokan" Moment

One of the most iconic media episodes of Tinubu’s 2022 pre-primary speech was the bold declaration:

“Emi lokan (It is my turn)!”

A phrase that stirred traditional sentiments and simultaneously triggered laughter and debate. Though meant to emphasize his long political journey, it came off as entitled to many young Nigerians. Yet, once again, it dominated news cycles for weeks—mission accomplished.

2. Physical Gaffes and Dances

Another noticeable part of Tinubu’s campaign style was the use of dance, physical gestures, and sometimes off-key rhythmic moves that went viral. From swaying motions on campaign stages to awkward body language, these moments were amplified online and, oddly enough, gave him a continuous media presence—even if controversial.

3. Skits, Parodies & Influencer Engagement

Rather than counter the growing parody culture around Tinubu, the campaign surprisingly leaned into it. Several APC-aligned content creators began mimicking his speeches and remixing them into Afrobeats-style content, TikTok skits, and humorous videos, thereby weaponizing ridicule into reach.

Was It a Crisis or a Calculated Chaos?
Critics often argued that the APC campaign was tone-deaf, careless, and largely built on old political tactics. But a deeper look reveals a more nuanced, if risky, media manipulation tactic. By allowing the presidential candidate’s flaws—both verbal and physical—to remain front and center, they captured attention in a society numbed by empty promises.

In a country of over 200 million people, attention is currency. Tinubu, knowingly or not, spent heavily with his voice, missteps, and satirical lines—and gained massive returns.

The Youth Divide
The 2023 elections also spotlighted Nigeria’s intergenerational divide. Tinubu’s campaign made limited direct appeals to youth demands such as tech advancement, educational reform, and police accountability—especially post-#EndSARS. Instead, it doubled down on familiar narratives: tradition, loyalty, and the past.

While this cost him considerable youth support (as seen in online discourse and polling sentiment), the campaign's media noise helped suppress deeper scrutiny, and his political ground game—bolstered by structure and alliances—did the rest.

Conclusion
The 2023 Nigerian presidential elections were not just a battle of votes—they were a masterclass in media psychology. Bola Ahmed Tinubu’s campaign may have looked chaotic, comedic, and caricatured, but in the end, it did what every campaign seeks to do: keep their candidate at the top of the national conversation.

In a political climate where attention wins elections more than articulation, Tinubu’s team played the media crisis card—and won.

Tags: #2023Elections #Tinubu #NigerianPolitics #MediaCrisis #PoliticalSatire #YouthInPolitics #CassavaPolitics #AgbadoDemocracy #EmiLokan #NigeriaDecides