Branding Democracy in the Digital Age: Political Marketing, Identity, and the Mediatization of Politics in Nigeria

Abstract

Political communication in Nigeria has undergone a fundamental transformation in the past decade, with the rise of social media platforms reshaping how political actors engage the electorate. What was once primarily a field of policy persuasion and ideological contestation has evolved into a market of personality, image, and identity. This article examines how political marketing and image-making have become defining features of Nigeria's democratic process, particularly during the 2023 general elections. The study situates Nigeria within the broader African experience of digital democracy, arguing that the adoption of marketing logics, rooted in advertising, branding, and influencer culture has redefined the meaning of political participation and representation. Drawing on Political Marketing Theory (Lees-Marshment, 2001) and the Mediatization of Politics framework (Mazzoleni & Schulz, 1999), the paper critically analyses how Nigerian politicians deploy digital platforms to construct appealing personal brands and mobilise affective identities among citizens. Empirical observations from recent electoral cycles demonstrate that campaign communication often privileges image over ideology and emotion over deliberation (Abubakar, 2023; Ojebode & Akinola, 2022). For instance, Peter Obi's 'Obidient' movement, Bola Tinubu's 'Emilokan' rhetoric, and Atiku Abubakar's 'Unified Nigeria' slogan illustrate how digital messaging translated political choice into identity performance, where affiliation to a candidate symbolised belonging to a cultural or generational bloc (Olorunnisola, 2024). While political marketing has expanded participation, especially among young voters, it has also deepened Nigeria's politics of spectacle. Studies show that social media campaigns frequently accentuate ethno-religious symbols and celebrity endorsement, reinforcing affective polarisation and diminishing policy substance (Odeyemi & Mosan, 2023; Ezeibe et al., 2024). The absence of strong media

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