NIGERIAN POLITICAL PARTIES AND THE PHENOMENOLOGY OF ISSUES-BASED CAMPAIGNS: A CRITICAL APPRAISAL OF THE PHILOSOPHICAL ORIENTATION OF POLITICAL PARTIES IN NIGERIA SINCE 1999

Abstract

This paper presents an in-depth examination of the philosophical orientation of Nigerian political parties since the re-establishment of democratic governance in 1999, focusing on the phenomenology of issues-based campaigns. The critical appraisal reveals that while many political parties have adopted campaigns that ostensibly address key national issues, a predominant reliance on personality-driven politics has often overshadowed substantive policy discussions. This dissonance raises essential research questions: To what extent do these campaigns reflect genuine engagement with public concerns and foster political accountability? How do the lived experiences of voters shape their perceptions of and engagement with issues-based campaigns? The primary objective of this study is to uncover the underlying philosophical principles guiding the campaign strategies of Nigerian political parties and to critically evaluate their implications for democratic governance and voter engagement. The research employs qualitative methodologies, including content analysis of campaign materials, in-depth interviews with party officials and voters, and observations of political rallies and debates. This multifaceted approach allows for a rich exploration of the interactions between political rhetoric and public reception. The theoretical framework encompasses phenomenology, which emphasizes understanding individuals' lived experiences, as well as elements of political theory that address concepts of accountability, representation, and civil engagement. Findings reveal that while some political parties have made efforts to articulate clear policy positions, many still gravitate towards populism, often utilizing emotional appeals and charismatic leadership to attract voters. This phenomenon results in a disconnect between the electoral promises made and the governing actions taken, ultimately leading to cynicism among the electorate and a decline in civic participation. The conclusion underscores the necessity for a paradigm shift within Nigerian political parties towards adopting a truly issues-based campaign strategy, grounded in transparent dialogue with constituents about their needs and aspirations. The study calls for political parties to transcend personality politics and engage in meaningful discourse that addresses critical national issues such as economic inequality, corruption, and security challenges. Recommendations include the establishment of frameworks for political accountability where parties are held responsible for their campaign commitments, enhanced civic education initiatives to empower voters, and the promotion of participatory governance practices that involve citizens in policy formulation. By fostering a culture of accountability and responsive dialogue, Nigerian political parties can not only enhance their legitimacy but also contribute to the strengthening of democratic governance in Nigeria. Ultimately, this paper aims to contribute to the existing body of knowledge on political party behaviour and campaign strategies in Nigeria, encouraging a re-evaluation of the role of political discourse in fostering an engaged and informed electorate. Through this critical lens, it advocates for a revitalized political culture that prioritizes the aspirations and needs of the Nigerian populace.