#10116. Coercive persuasion in the rebranding Nigeria campaign discourse

September 2026publication date
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Abstract:
This article examines the discursive practices of coercive persuasion deployed by Nigeria’s Minister of Information and Communications to justify the rebranding Nigeria campaign as a policy designed for value reorientation of the citizenry in the wake of the country’s image crisis both domestically and internationally. Sampling data from select addresses and interviews of the country’s chief image maker during the campaign, the study analyses some discourse structures and strategies in the public discourse, drawing theoretical insights from van Dijk’s Critical Epistemic Discourse Analysis to re-examine and re-interpret meaning in relation to knowledge claims in the organised persuasive communication.
Keywords:
Coercive persuasion; discourse; knowledge; nation branding; Nigeria; power

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