“What we ordered”: a multimodal framing analysis of the memetic representation of the Obidient movement in Nigeria

5.1.1 Peter Obi is the deliverer

The first individuated frame presented in this section seeks to positively represent Peter Obi, the LP Presidential candidate. This is achieved essentially through the visual resources in the image.

Figure 1 does not have verbal compositional value. It is solely made up of visual resources. The represented participant in the image is Peter Obi who is saliently represented in a full-length posture. The image is also presented in a long shot to achieve prominence of the represented participant. In addition, the represented participant in the image is surrounded by an empty space. The placement of Obi within an empty space in the frame-line suggests separation (see Kress and van Leeuwen 2006). It plausibly suggests that the LP presidential candidate is separated or distinct from the other presidential candidates in the 2023 presidential election. This argument is reinforced by the white themed background of the image. Apart from the background of the image, the apparel on Peter Obi is also largely white. The colour white often represents piety, freshness, perfection, honesty, cleanliness and beginnings. Arguably, the text producer employs colour white to portray Peter Obi in positive light. This is especially because the candidacy of Peter Obi in the 2023 presidential election is believed to have brought an air of freshness as a formidable third force (Ezeamalu 2023). Previous presidential elections in Nigeria were usually determined between two major political parties, the People’s Democratic Party (PDP) and the All Progressives Congress (APC). The emergence of Peter Obi and the LP is believed to have interrupted the dominance of the two political parties thereby signalling a fresh beginning in Nigerian political landscape (Dirisu 2023). Furthermore, the image is presented in the frontal angle to show the involvement or commitment of Obi to actualising a new beginning for the Nigerian electoral process. The image also demands and offers. This is actualised by the smile on the face of Peter Obi in the image. With this posture, Obi seems to be demanding for the support of the people while also offering some form of reassurance to his supporters. In addition, Peter Obi is dressed like a combatant with his legs and arms adequately covered by leather (impenetrable) garments. The frame; Peter Obi is the deliverer, is specifically instantiated through visual modes including the sign of the cross and sword. The cross usually passes as a metaphor of Jesus Christ and Christianity. It is noteworthy that the cross in Figure 1 is presented in the red colour. This, in the Christian parlance, could also connote the blood of Jesus. Apart from blood which also signifies life, the colour red could also connote courage. Jesus Christ is significant in Christianity as the saviour who shed his blood, laid down his life for the remission of sins. Through his death, Jesus is believed to have initiated a new beginning, an era of reconciliation between God and mankind. In a related vein, the sword is one of the instruments used by warriors. A sword, sometimes, connotes power, authority, dominion and courage. These attributes also apply to Jesus Christ, the saviour. By combining these visual resources, it is arguable that the text producer strategically seeks to positively represent Peter Obi as the deliverer of Nigeria.

Figure 1:

The deliverer.

5.1.2 Obi is a reformer

Figure 2 is the second individuated frame in this study. It is reproduced to positively frame Peter Obi as a reformer.

Figure 2:

Obi-won.

The compositional value of Figure 2 is a combination of verbal and visual resources. Figure 2, which is a narrative image, is a remixed meme having the similitude of the cover of the popular American epic home video, Star Wars. Rather than Star Wars, the meme narrates the epic nature of Nigeria’s 2023 presidential election. The text producer uses the keyword “Naija Wars” in order to domesticate the represented participants/issues (Naija is the slangish expression for Nigeria). This is reinforced by the salience of Obi’s image. The reference to the American epic reiterates the text producer’s position that the Nigerian 2023 presidential election was exceptional, in the sense that it was different from previous elections where the contest was always between two political parties, PDP and APC. This time, there was a formidable third force in the person of Peter Obi of the LP. The election was also different because unlike in previous elections, Nigerian youth turned out massively to support Obi’s presidential ambition. The exceptional nature of the election is reiterated in the verbal resource: “This man caused a seismic shift in Nigerian political dynamics and created hope in youth (sic)…”. Thus, Figure 2 exemplifies the frame: Obi is a reformer. This is buttressed by the use of the keyword “seismic” as well as recognising Obi as the one who rekindled the hope of Nigerian youths. The verbal resource “Obi-won”, also suggests that the LP presidential candidate was the hero of the election, even though he did not actually win the presidential seat. The meme offers explanation on the heroic/reformer political stature of Obi by claiming that the LP candidate created hope in the youths that: “we have Nigeria’s destiny in our hands” and also reminded them of their “power and ability to bring out the best in people”.

5.1.3 Obi is not corrupt

The third individuated frame in this study is reproduced to politically market Peter Obi and present him as a pious and distinct politician.

The compositional value of Figure 3 is a combination of verbal and visual resources. Peter Obi’s image is given salience to show that he is the represented participant. Figure 3 constructs the frame: Peter Obi is not corrupt. The text producer portrays Obi as different from other Nigerian politicians by labelling him as the “first” of his kind. Nigerian politicians are, largely, perceived as corrupt. Thus, by presenting Obi as someone who does not have cases of corruption/“embezzlement” hanging on his neck, the text producer portrays the LP candidate as distinct. This is buttressed, in the image, by the empty space in the frame, which, possibly, suggests separation from other corrupt politicians. In addition, Obi’s image is presented in an oblique angle and medium long shot, to show detachment and social distance. This reinforces the text producer’s position that Obi belongs to a different class from other corrupt Nigerian politicians. The keywords “first politician in Nigeria … ” also seeks to portray the LP presidential candidate as a political trail blazer. In addition, the posture of holding a red rose depicts the LP presidential candidate as loving and compassionate. It presents Obi as someone who will, possibly, maintain close relationship with the people, i.e., a pro-people leader. These verbal and visual resources are employed to advertise Obi as the most viable candidate in Nigeria’s 2023 presidential election.

Figure 3:

First politician.

5.1.4 Peter Obi is a victim of INEC

Figure 4, the fourth individuated frame in this study, portrays Peter Obi as a victim of Nigerian electoral umpire, the Independent National Electoral Commission (INEC).

Figure 4:

INEC.

Figure 4 has both verbal and visual compositional value. The represented participants in the image are Peter Obi, the Labour Party (represented by its flag) and the INEC. The picture of Obi is saliently represented in a full-length posture in Figure 4. The image is also presented in a long shot to give the image of Peter Obi some prominence. Obi, the dominant participant in the image, is surrounded by an empty space. The image is also placed within a dull/sombre background. The placement of Obi within an empty space in the frame-line and within a dull background suggests separation and loneliness. The theme of loneliness, sadness or darkness is reinforced in the black clothing on the LP candidate. The smile on the face of Obi which is reflected in the mirror suggests the inner strength and determination of Obi to fight on regardless of what the external [f]actors throw at him. This argument is reinforced by the crown on the head of Peter Obi. A crown sometimes connotes power, authority, dominion, victory and legitimacy. By placing the crown on the head of Obi, the meme producer seeks to validate or legitimise his presidential candidacy. The frame: Peter Obi is a victim of INEC, is visually represented in the image by the shredded apparel on the LP candidate as well as the piercing by a sword or stabbing at the back. The torn clothe in this image also represents battering, oppression, intimidation and victimisation of the represented participant. The frame of victimisation of the LP candidate is verbally reinforced by the label INEC on the sword which pierced Obi. INEC, an acronym for the Independent National Electoral Commission, is a representation of Nigerian electoral body and process. By visually representing INEC as the sword that pierced Obi, the meme producer suggests that the Nigerian electoral umpire is responsible for damaging the political ambition of Peter Obi.

Apart from INEC, the text producer blames non-Obi supporters for the electoral woes of the LP. This is buttressed by the verbal resource: “so stupid to say Igbo wants to take over Lagos when there is no any Igbo governorship candidate (sic)”. These verbal resources reveal the endemic ethnic colourations/bigotry that characterise elections in Nigeria (Emoghene and Okolie 2020). In the wake of the presidential election, the primary supporters of the three major presidential candidates were drawn from their ethnic groups especially because each of them was from the three major ethnic groups in Nigeria: Peter Obi, LP, Igbo; Atiku Abubakar, PDP, Hausa; and Bola Tinubu, APC, Yoruba. However, each of them grew their support base by engaging in aggressive campaigns across ethnic divides. While Peter Obi was trying to penetrate into the south west, especially Lagos State which is regarded as the most cosmopolitan city in the region, non-supporters of the Obidient movement warned the people of Lagos State against supporting an Igbo candidate so that they (the Igbos) will not later turn around to overrun the south western state (Salau 2023). This hate campaign is believed to have had negative impact on the electoral outcome of the Labour Party in the 2023 general elections. Furthermore, the perceived stupid attitude of non-Obidient supporters is visually represented by the laughter emoticon in the image, which suggests mockery. By combining verbal and visual resources, therefore, the text producer strategically positively represents Peter Obi and blames the INEC as well as anti-Obidients for the non-actualisation of the presidential ambition of Peter Obi.

5.1.5 Peter Obi will be better President

Figure 5 is the first collective frame in this study. The represented participants in the image are the immediate past president of Nigeria, Muhammadu Buhari and the Labour Party Presidential candidate in the Nigerian 2023 general election, Peter Obi.

Figure 5:

Buhari and Obi.

Meaning is constructed in Figure 5 through only visual resources. In the image, Nigeria former President Buhari is portrayed as wanting to hand over to Peter Obi. This is visually represented in the manner in which the two characters hold on to the Nigerian flag, a major national symbol. The frame: Peter Obi will be a better President, is constructed in Figure 5. This is reinforced in the layout of the meme. Obi is placed on an elevated platform such that he appears higher than Buhari. This suggests unequal power relations in which Obi is portrayed as superior or better than the other participant. Also, impersonal social distance is expressed in the layout in the positioning of the two participants. This also portrays Obi as independent or ideologically/politically different from Buhari who is believed to be one of the worst presidents in Nigeria. This is also an attempt by the text producer to positively represent Obi while misrepresenting the former president. In addition, the map of Nigeria on which Buhari is placed is broken into patches. This is different from the clean map upon which Obi is placed. This also shows the representation of Obi, by the text producer, as capable of healing dissensions and making Nigeria a whole and united country, in contrast to Buhari whose administration was widely accused of encouraging divisions, nepotism and bigotry.

More import, the text producer uses a religious theme to legitimize the presidential candidacy of Obi. This is expressed in the way the LP candidate is portrayed as one descending from heaven in the layout of the meme. This layout conceptualises the biblical account of the encounter of Jacob with God in the book of Genesis 32: 22–31. The biblical account states that Jacob dreamt and saw angels descending from and ascending to heaven through a ladder. The outcome of that encounter is that God changed the name of Jacob to Israel and pronounced heavenly blessings on him. The ladder in Figure 5 also looks like one descending from heaven. The heavenly atmosphere is reinforced by the blue themed background of the image. This seeks to create the impression that the candidacy of Peter Obi is divine and that he has also received some heavenly blessings or divine roadmap, represented visually by the book in his hand, to redeem Nigeria. On a closer look, Figure 5 also conceptualises the new Jerusalem, descending from heaven as recorded in the Holy Bible, Revelations 21: 2. This is expressed in the way the map of Nigeria is crafted in the topmost part of the heaven portrayed in the meme. In the Biblical new Jerusalem, there is orderliness and peaceful co-existence. Peter Obi is portrayed as the one who can actualize this new Jerusalem (Nigeria) where there are no social-political problems such as terrorism which threatened the peace of Nigeria during the eight years of the administration of Buhari. Hence, the neat and unbroken state of the two Nigerian maps around him.

5.1.6 God supports Labour Party

Figure 6 is another collective frame representing the three major political parties that participated in Nigeria 2023 general elections: the All Progressives Congress (APC), the Peoples Democractic Party (PDP) and the Labour Party (LP).

Figure 6:

Labor.

In Figure 6, the text producer positively represents the Labour Party while the APC and PDP are negatively represented. The negative representation of these two opposition parties is done by placing their party logos on the verbal resource “thief”. Obidients deploy religious themes to legitimize the presidential aspiration of Peter Obi. This is achieved through the reference to the Holy Bible, Ephesians 4:28. The text producer puts salience on the word “LABOR” in the Bible verse to indicate that God approves of the mandate of the Labour Party. This is reinforced by the verbal resource “let him labor” which is a divine commandment and a prerequisite to happy living. While the biblical pronouncement on the Labour Party is an affirmation, the pronouncement on the thief (APC and PDP) is that of negation and disapproval “let the thief no longer steal”. In a related vein, the picture of a crowd holding Nigerian flags is placed beside the Bible verse that is used to validate the presidential ambition of Peter Obi. This layout echoes the Latin phrase: vox populi, vox dei meaning [the voice of the people is the voice of God]. This is an attempt by the Obidients to claim that the heaven and earth, spiritual and physical forces have approved of the candidacy of Obi. Moreover, referencing a Bible verse in order to validate the presidential ambition of Peter Obi reinforces the socio-cultural religious politics that holds sway in Nigeria. Oftentimes, political stakeholders deploy religion to whip up sentiments/appeal to the sensibilities of the electorate in order to gather votes at the polls.

5.1.7 The Obidient movement is a threat

Figure 7 is a collective frame which also contains all the major political parties in the 2023 general elections as represented participants.

Figure 7:

Atiku and Tinubu.

Figure 7 comprises both verbal and visual compositional value. It is reproduced to positively represent Peter Obi and the Obidient movement as a valid alternative to the PDP and APC. The meme is reproduced from the remixed images of the presidential candidates of the PDP and APC, Atiku Abubakar and Bola Tinubu while the third represented participant is verbally specified in the keyword “Obidient movement”. Figure 7 is taken at a frontal angle which indicates involvement, and close social distance to show that the two visually represented participants share an intimate relationship. The intimate social distance is reinforced by the eye-level angle from which the two presidential candidates are presented. The eye-level angle indicates equality between the two participants. The intimate social distance as well as equality established in this image may not be unconnected with the reference to the two political parties, and by extension their candidates, as “thief” in Figure 6. Hence, the text producer projects that the two candidates have similar ideologies of corruption. In addition, while there is no social distance between PDP and APC, there is a social distance between the two parties and the third, LP, represented as the Obidient movement. Atiku and Tinubu are visually placed together with an empty space separating them and the verbal resource: Obidient movement. This suggests that an impersonal relationship exists between the two parties and the Obidients. This argument is plausible because while the PDP and the APC have a reputation of always participating in and producing Nigeria President in successive presidential elections, the LP is somewhat new to national politics in Nigeria. For example, the PDP presidential candidates ruled Nigeria from 1999 to 2015, 16 unbroken years of democracy in Nigeria while the candidate of the APC ruled for eight years, from 2015 to 2023. However, this is the first time, since Nigeria returned to democratic governance in 1999, that there will be a third viable political party whose emergence will have such a significant effect, and whose existence will challenge the almost established, albeit unconstitutional, two-party system in the country. Also, the combined 23 years of PDP and APC rule is largely perceived as corrupt, anti-people and anti-progress (Bello and Famoroti 2023; Ogbulafor 2018). Hence, the meme producer seeks to portray the Obidient as a breath of freshness that will interrupt the 23 years of perceived democratic misrule.

The frame: the Obidient movement is a threat, is visually constructed in the expression of worry on the faces of the PDP and APC candidates. Atiku of the PDP is portrayed wearing a stern look while the unhappy countenance of Tinubu is buttressed by the posture of putting one hand under the chin in a manner that suggests deep thinking. This is reinforced by the verbal resource “united to stop Obidient movement”. The need for the candidates of the two major political parties in Nigeria to “unite” to be able to stop the Obidients underscores the formidability of the movement. The need for the PDP and the APC to unite to be able to dislodge the Obidient movement is emphasised in: “as one, we can get it done”. Hence, the meme producer suggests that a combination of the two major political parties in Nigeria cannot boast of the political strength of the Obidient movement.

5.1.8 Obidients (Peter Obi) will bring succour

Figure 8 is another collective frame. Like the previous collective frames already analysed, it seeks to give a positive representation to the Obidient movement, vis-à-vis, the Labour Party and its presidential candidate in the 2023 presidential election. Like in the previous memes too, the three major contending political parties in the election, APC, LP and PDP are the represented participants in the meme.

Figure 8:

PDAPC.

The low-level angle is used to indicate participant power in Figure 8. The positioning of the face of the character labelled Obidient above the head of the second participant labelled PDAPC seeks to extend unequal power relations between the represented participants, and essentially, the superiority of the Obidient or Labour Party to the other major political parties in Nigeria 2023 presidential election. Also, the text producer uses the frontal and oblique angles together to reinforce unequal power relations. The participant labelled Obidient is presented in a frontal angle to show control, popularity and prominence. This is supported by the use of the face of a popular Nigerian celebrity and brand influencer, Osita Iheme. In contrast, the candidate labelled PDAPC is portrayed in an oblique angle and is also visually represented by an unpopular face and blurry image. This is a strategy employed by the meme producer to obscure the represented participant(s); i.e., the PDP and APC. More important, the text producer abbreviates the acronyms for the two major political parties, PDP and APC to form PDAPC. Thus, the meme producer adopts linguistic blending as a discursive strategy to shrink the identity of the two major political parties in Nigeria. This is a further attempt by the meme producer to portray the PDP and APC as less powerful and to show that a combination of both political parties is still no match to the Obidient or the LP.

Furthermore, the representation of the two major parties in the Nigerian political space as a keyword PDAPC reinforces the earlier interpretation of Figure 6 where it is argued that the text producer, plausibly, sees the PDP and the APC as partners in progress in terms of political ideology [of corruption and misrule]. The frame: Obidient (LP) will bring succor, is constructed verbally in Figure 6 through the repetition of “don’t cry”. This is visually reinforced by the gesture of using a white handkerchief to wipe the tears of the participant labelled PDAPC. Also, the participant labelled Obidient is portrayed in a white apparel. The colour white, in this context, arguably, connotes purity, perfection, honesty, cleanness and new beginnings. On the contrary, the clothing of the second participants is blurry. This, arguably, connotes lack of distinct or clearly-defined identity/ideology. Like the white handkerchief, the verbal expression “don’t cry” is presented in a white background to create a difference between the verbal resource and the general blurry background of the image. The salience of colour white in the representation of participant labelled Obidient further suggests new beginnings, something different from the regular occurrence. It captures the expectations from many quarters in Nigeria, during the 2023 electioneering period, that the emergence of Peter Obi as the president of Nigeria will bring about positive change and a break from the status quo. It is noteworthy that the participant labelled Obidient is somewhat dressed like a medical doctor. A doctor connotes a physician, healer and one who is qualified to treat illnesses and diseases. By representing Obidient in the outfit of a medical doctor, the text producer creates the metaphor of Nigeria as a sick nation and the Obidient or Peter Obi as the healer. Apart from positively representing Peter Obi or the Obidient movement, the meme creator negatively represents the other political parties, PDP and APC as losers. This is visually represented by the gesture of weeping in the image.

5.1.9 Obi is the preferred candidate

The ninth collective frame analysed in this study seeks to positively represent the presidential candidate of the LP, Peter Obi, as the preferred candidate in Nigeria 2023 election.

Figure 9 is a stacked still image containing the pictures of the presidential candidates of the APC and LP and their spouses. The meme constructs the frame Peter Obi is the preferred candidate. To achieve this, the meme producer uses the frontal and low-level angles to indicate participant power. Peter Obi and his wife are presented in the frontal angle and a close shot in such a manner that their image gained more salience than that of Bola Tinubu and his wife. This represents unequal power relations and the dominance of/preference for the former couple. The verbal expression “what we ordered” reinforces the preference for Peter Obi. The use of pronoun polarization we versus they indicate inclusion and exclusion respectively. The pronoun we, plausibly, refers to the electorate, especially those who voted for Peter Obi, the Obidients and those who expected him to win the presidential election. However, the pronoun they, plausibly, refers to the electoral umpire, INEC, who has the constitutional right to declare a candidate as winner or otherwise in an election. The verbal expression “what they are imposing on us” suggests that the meme producer feels that the emergence of Tinubu as the winner of the presidential election is an imposition rather than the product of a democratic process. This is an attempt by the text producer at questioning the credibility of the electoral umpire.

Figure 9:

What we ordered.

5.1.10 Obi is a patriot

Figure 10 is the sixth collective frame in this study. This frame, like the others, seeks to advertise the political character of the LP presidential candidate.

Figure 10:

Atiku, Obi, Tinubu.

The compositional value of Figure 10 contains visual and scanty verbal resources. The meme is a remixed image and the represented participants are the presidential candidates of the PDP, LP and APC. The meme is narrative in composition. It narrates the political character of the three major candidates in Nigeria’s 2023 presidential election. Atiku, of the PDP, is captured with a lot of money in his hands. The PDP presidential candidate is renowned for his capitalist disposition. He was believed to have supervised the privatisation of Nigeria’s major companies when he was Vice-President to Olusegun Obasanjo between 1999 and 2007. It was widely believed that if Atiku wins the presidential election, he would run the country like a merchandise and focus only on profiting from the country’s resources. Tinubu of the APC is pictured holding some corns. During the electioneering campaigns, the APC presidential candidate promised an agricultural revolution focusing on the massive production of cassava and maize. His campaign mantra was, consequently, changed to agbado (maize) revolution by people who felt that the APC candidate was bereft of feasible developmental ideas. Unlike the other presidential candidates, Peter Obi is captured holding a love-shaped item decorated with the Nigerian flag. The flag is a national symbol. Thus, the frame: Obi is a patriot is depicted from the visual representation of the LP candidate. A patriot is someone who loves their country and is willing to defend its cause. Furthermore, Figure 10 demands and offers. It demands that the interactive participants/target audience take informed decisions based on what the presidential candidates have to offer: political profiteering, patriotism or unrealistic campaign promises. This is reiterated by the keywords “choose wisely”.