Media, Politics and Economy: Shaping Narratives, Shaping Nigeria.

Media, Politics and Economy: Shaping Narratives, Shaping Nigeria.

From Campaign Narratives to Governance Realities

By Dr. Eddy A. Ademosu, Ph.D

On Friday, October 17, Dr Edward Adegbite ADEMOSU; a media scholar, corporate communication expert and Public Relations guru, was a guest lecturer at the public symposium organized by the 1995 Set of the Association of Mass Communication Students (AMACOS), Moshood Abiola Polytechnic, Abeokuta.

The symposium was part of the 30th Graduation Anniversary activities, which the Deputy Governor of Ogun State, Engr. Noimot Salako-Oyedele, former governor of Ogun State, Aremo Olusegun Osoba, the first female Accountant General of the Federation, Dr Oluwatoyin Shakirat Madein, Professor Dele Odunlami from the Olabisi Onabanjo University, Ago Iwoye, Ogun State, and many other dignitaries, which AMACOS '95 members attended.

Successful People Magazine hereby present to you the abridged version of the lecture. And you can read the full lecture here.

A Nation in the Mirror of its Narratives

Every nation tells stories about itself—stories of hope, unity, progress, and democracy. But in Nigeria, between what is promised and what is performed lies a troubling gap. Our campaign narratives often sing symphonies of transformation, yet our governance realities hum an all-too-familiar tune of disappointment.

As Nigeria marks over six decades of independence, and nearly three in the Fourth Republic, it becomes imperative to interrogate how media, politics, and economy interact to shape national destiny. For in the words of renowned media scholar Asaju (2018), “the Nigerian media has always been both watchdog and megaphone—at once the conscience of democracy and the amplifier of its contradictions.”

the Nigerian media has always been both watchdog and megaphone—at once the conscience of democracy and the amplifier of its contradictions.”

This, precisely, is the spirit of the discourse: Media and Politics—From Campaign Narratives to Governance Realities.

The Media as Mirror and Marketplace

From the colonial era through the independence struggle to modern democracy, the Nigerian media has played a formidable role in shaping public opinion and influencing policy direction. Yet, as Dr. Ademosu emphasizes, the reality of media economics has transformed this noble watchdog into a contested marketplace—one often caught between social responsibility and financial survival.

Private ownership, political influence, and market pressures frequently determine not just what is reported but how it is reported. As Popoola (2018) observes, “the news media now function in tune with ideological and market-driven variables,” operating under what scholars call the Political Economy of Media (PEM).

the news media now function in tune with ideological and market-driven variables

This context is key. For as long as our democracy is mediated through economically compromised institutions, political narratives—especially during campaigns—will reflect not pure ideology, but power interests.

Campaign Narratives Through Nigeria’s Republics

Nigeria’s political evolution, from the First to the Fourth Republic, tells a story of recurring promises, shifting alliances, and enduring struggles for stability.

The First Republic (1960–1966):

Fueled by ethnic nationalism and regional pride, the campaigns were built on promises of unity and progress—but were undermined by sectional rivalries. Leaders like Sir Tafawa Balewa, Dr. Nnamdi Azikiwe, and Chief Obafemi Awolowo embodied hope, but the politics of identity eclipsed the politics of development.

The Second Republic (1979–1983):

With a new presidential system came renewed optimism. Shehu Shagari’s campaign for national unity resonated deeply, yet governance realities—corruption, electoral malpractice, and economic mismanagement—quickly eroded faith. The military returned.

The Third Republic (1992–1993):

This short-lived transition, best remembered for M.K.O. Abiola’s Hope ‘93 campaign, remains Nigeria’s most symbolically democratic moment. Abiola’s pan-Nigerian message cut across tribe and creed, but the annulment of his victory reaffirmed how fragile Nigeria’s democratic project could be.

The Fourth Republic (1999–Present):

Here lies the heart of our democratic experiment. From Obasanjo’s rebirth agenda to Buhari’s anti-corruption mantra and Tinubu’s Renewed Hope, the Fourth Republic has been rich in narratives but lean in delivery.
Ethnic balancing, personality politics, and digital propaganda now dominate campaigns, while the realities of governance—corruption, insecurity, weak institutions, and economic hardship—tell a sobering tale.

Governance Realities: Between Rhetoric and Results

Nigeria’s governance space since 1999 has been characterized by paradox. Campaigns promise unity, prosperity, and reform; governance delivers tension, stagnation, and recycling.

The core challenges remain painfully consistent:

Corruption that undermines growth and public trust.

Ethnic and regional divisions that distort policy direction.

Insecurity that weakens national cohesion.

Legislative-executive friction that hinders reform.

As Dr. Ademosu notes, the mismatch between campaign promises and governance realities has bred public apathy. Voter turnout continues to decline; citizens grow weary of recycled promises. The 2023 elections, for instance, marked a historic surge in youth involvement—yet also reflected deep disillusionment when change again seemed deferred.

Learning from Africa’s Better Stories

Some African nations have demonstrated that campaign narratives and governance outcomes can indeed align.

Ghana, for instance, has institutionalized credible elections and peaceful power transitions.

Botswana remains a model of economic prudence and political stability.

Mauritius thrives on transparent institutions and low corruption levels.

Rwanda’s focus on technology and discipline in governance underscores what visionary leadership can achieve.

And South Africa, despite its challenges, maintains a robust democratic framework through its Independent Electoral Commission.

Their secret? Strong institutions, credible electoral bodies, civic engagement, and technological innovation—all of which Nigeria must urgently emulate.

Bridging the Gap: From Narratives to Realities

To realign Nigeria’s political communication and governance, Dr. Ademosu offers clear, actionable reforms under five pillars:

1. Media and Politics Handshake

Promote media literacy to help citizens critically interpret campaign messages.

Support independent fact-checking to combat misinformation.

Ensure digital transparency in political advertising.

2. Authentic Campaign Narratives

Shift from personality politics to issue-based campaigns.

Involve civil society and youth groups in shaping realistic promises.

Prioritize feasible, measurable commitments.

3. Strengthened Governance Frameworks

Empower institutions—judiciary, legislature, anti-corruption agencies—to check excesses.

Mandate public disclosure of campaign financing and assets.

Create open feedback platforms between government and citizens.

4. Tackling Systemic Weaknesses

Encourage genuine dialogue on restructuring and decentralization.

Adopt holistic, intelligence-driven approaches to insecurity.

Institutionalize youth participation in governance.

5. Accountability Loops

Develop governance scorecards monitored by media and civil society.

Tie campaign success to measurable Key Performance Indicators (KPIs).

Reform INEC for greater credibility and citizen confidence.

The Way Forward

Nigeria stands at a crossroads. The future of our democracy depends on whether we can transform rhetoric into reality. The media must rediscover its conscience; politicians must rediscover integrity; and citizens must reclaim agency.

 

The quest for synergy between campaign narratives and governance realities is not a task for politicians alone.

As Dr. Ademosu concludes,

“The quest for synergy between campaign narratives and governance realities is not a task for politicians alone. It is a collective national duty—of the media, of civil society, and of every Nigerian who dares to demand truth, accountability, and hope that works.”

In the end, shaping Nigeria begins with shaping the narratives that shape us.

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