DISCURSIVE STRATEGIES IN SOCIAL MEDIA DISCOURSE: A STUDY OF NIGERIAN SOCIAL MEDIA INFLUENCERS

Abstract

This study examines the discursive strategies employed by social media influencers within the context of Nigerian social media discourse. There has been dearth of researches that explore how Nigerian social media influencers strategically use language and communication techniques to engage their audience, shape public opinion, and foster community in the social media platform in a way it resonates majorly to Nigerian audience, hence this study. A netnographic qualitative research design was adopted in this study, drawing on Self Presentation Theory and Elaboration Likelihood Model theory as analytical frameworks. The study is based on the analysis of contents from Nigerian social media influencers and uncovered the fundamental strategies and motivations driving the influencers by immersing itself in the digital environment of social media. The findings indicate that these Nigerian influencers used self presentation, structuring, persuasion, branding, humour, scarcity and urgency, social proof, engagement and interaction, collaboration, call to action, and visual communication strategies to attract, persuade and engage their followers on social media platforms. These discursive strategies are deeply influenced by the Nigerian cultural and social contexts in which the influencers operate, reflecting local values, social norms, and the unique dynamics of the Nigerian digital setting. Additionally, the study reveals that these influencers consciously or unconsciously align their content with the evolving societal trends, thereby reinforcing and sometimes challenging existing cultural narratives. The study concludes that the discursive strategies used by Nigerian social media influencers are not only effective in engaging their audience but also serve as a reflection of broader societal trends and cultural shifts in Nigeria. The study adds that a deeper understanding of the role of Nigerian social media influencers in contemporary digital communication highlights the importance of context in shaping online discourse.