Self-promotion, ideology and power in the social media posts of Nigerian Female Political Leaders

Abstract

Abstract This article examines how Nigerian female political leaders (NFPLs) exploit self-presentation strategies to formulate and promote social justice. Using insights from critical discourse analysis and Jones and Pittman’s (1982) self-presentation strategies, and with a data set from the verified Facebook and Twitter accounts of two female ministers and three female senators, the study investigates how NFPLs systematically utilize discursive strategies such as self-promotion, ingratiation, exemplification, intimidation and supplication to present themselves as a powerful voice for the voiceless and as active alternative leaders. The study argues that the strategies help the leaders to amplify their authority by showcasing personal presence and past accomplishments, appealing to the concerns of the masses and soliciting their support in future elections. The study demonstrates that these strategies project female leaders as dynamic participants in political and public decision-making processes and positively evaluate their contributions to social change.