Issue 11 – December 2025

Logos et Littera – Journal of Interdisciplinary Approaches to Text

ISSN: 2336-9884

A Critical Discourse Analysis of President Tinubu's 2025 New Year Speech

Francis Yede², Folasade Ojetunde³, Opeyemi Rifqat⁴, Lagos State University of Education,

Oto/Ijanikin, Nigeria

Abstract: This study undertook a Critical Discourse Analysis (CDA) of Nigerian President Bola Ahmed Tinubu’s

2025 New Year speech. The aim is to bring out the ideological meanings hidden in the speech. The research

examined how language is used to express socio-political ideas, strengthen power relations and gain public

support. Fairclough’s three-dimensional model of CDA, which focuses on text analysis, discourse practice and

social practice was adopted as an analytical framework. The analysis revealed three main findings. First, the

speech uses metaphors and symbols to promote national unity and highlight economic reforms. Second, rhe-

torical strategies are employed to present Tinubu’s administration as a stabilizing force during a period of uncer-

tainty. Third, contrastive framing is used to justify government policies and build a sense of shared national

purpose. The study holds that political speeches function as an influential tool designed to inspire hope, promote

trust in the government and reinforce an administration’s legitimacy. It concluded that language can be strategi-

cally used to influence public opinion, strengthen authority and shape political reality.

Keywords: Critical Discourse Analysis, President Tinubu, New Year Speech, Power Relations, Ideology.

1. Introduction

Language plays a crucial role in political communication. It is a powerful tool for expressing opinions,

ideologies and social perspectives. In politics, language is often used to influence, persuade and shape

public opinion. Political leaders carefully choose their words to communicate social, political and eco-

nomic ideas in ways that can affect how people think and feel. Bayode (2010, 35) explains that “lan-

guage offers many possibilities for speakers to express their views effectively,” while Salami (2010, 47)

notes that “language not only shapes thoughts and beliefs but can also control them.” These views

highlight the centrality of language to political discourse and show that linguistic choices can determine

how political messages are interpreted by the public.

Political speeches are one of the most common ways through which politicians express their ideologies

and represent societal interests. According to Van Dijk (2001, 78), “political discourse expresses group

ideologies and beliefs and often reflects the collective aspirations of the society.” At the same time,

each political speech carries a personal imprint that reveals how individual leaders frame these shared

beliefs. Van Dijk (1998b, 17) further observes that political communication involves not only politicians

but also citizens, interest groups and the wider public, making it a complex arena where language

shapes perception and power relations.

²ORCID: 0009-0009-7320-5399, email: yedefrancis967@gmail.com .

³ORCID: 0000-0004-8411-0708, email: folasade.ojetunde@yahoo.com .

⁴ORCID ID 0009-0008-0408-0904, email: opesan03@yahoo.co.uk .

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Issue 11 – December 2025

Given these roles of language in political communication, it becomes important to investigate how such

strategies manifest in contemporary political discourse, particularly in speeches that aim to set national

agendas and influence public trust. Despite the abundance of studies on political rhetoric in Nigeria,

there is limited scholarly attention on the ideological framing and persuasive strategies in President

Bola Ahmed Tinubu’s public addresses. His 2025 New Year speech is particularly significant because

it outlines the administration’s “Renewed Hope” agenda at a critical moment of economic reforms,

public skepticism and heightened national expectations. Examining the linguistic and rhetorical choices

in this speech helps illuminate how the administration attempts to justify its policies, negotiate power

relations and build legitimacy.

This study therefore, critically examines the ideological meanings embedded in President Bola Ahmed

Tinubu’s 2025 New Year speech. Using insights from Norman Fairclough’s three-dimensional model

of CDA (text, discursive practice, social practice), it explores how language is deployed to shape public

perception, construct authority and reinforce the administration’s political vision. Specifically, the study

identifies the rhetorical techniques used in the speech, analyzes how these techniques reflect under-

lying power relations and evaluates how the discourse attempts to influence public confidence in the

government. Through this approach, the study provides a clearer understanding of how political com-

munication functions as a strategic tool for persuasion and governance in contemporary Nigeria.

1.1. Background on President Bola Ahmed Tinubu

Bola Ahmed Tinubu was born on March 29, 1952. He began his political career in 1993 when he was

elected Senator for Lagos West in Lagos State, Nigeria. As one of the founding members of the Na-

tional Democratic Coalition (NADECO), Tinubu played a major role in the fight for democracy and in

seeking international support for the recognition of the June 12, 1993 election results. Because of his

involvement in this movement, he went into exile in 1994 and returned to Nigeria in 1998 after the death

of the military ruler, General Sani Abacha.

After his return, Tinubu was elected Governor of Lagos State in 1999 and served until 2007. During his

tenure, he displayed strong political leadership and became known for his strategic political skills. He

was a key figure in the formation of the Action Congress of Nigeria (ACN), which later merged with

other parties to form the All Progressives Congress (APC).

Tinubu is known for his ability to negotiate, share power and build political alliances. His focus on long-

term goals rather than immediate rewards helped him unite different political groups under one plat-

form. This strategy contributed to the rise of the APC, which has become one of Nigeria’s most influ-

ential political parties.

In February 2023, Bola Ahmed Tinubu was elected President of Nigeria. He was sworn in on May 29,

2023, as the 16th President of the Federal Republic of Nigeria. His political journey reflects his reputa-

tion as a skilled strategist who can bring diverse groups together to achieve common goals. Today, he

remains one of the most prominent figures in Nigeria’s political history.

2. Literature Review

The interaction between language and politics has long been agreed by scholars on the ground that

language serves as a critical tool in political communication. Political actors skillfully manipulate lan-

guage to shape perceptions, consolidate power and ensure the loyalty of their audiences. The literature

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on discourse analysis highlights how political discourse is crafted and employed to achieve specific

ideological and strategic goals. Through the use of rhetorical strategies, figurative language and other

linguistic tools politicians convey their messages, exert influence and maintain control over the social

and political spheres.

The inseparability of language and politics is situated in the realm where political actors rely on lan-

guage not just for communication but for the acquisition and maintenance of power. Larswell (1965,

27) defines politics as "the science of power." This implies that political success is contingent on the

ability to influence others. The comment above underscores the pivotal role that language plays in the

political arena. It should be noted that politicians use language to assert dominance, challenge oppo-

nents and build alliances. The effectiveness of a politician, therefore, often hinges on their mastery of

linguistic tools which they use to shape public discourse, create narratives and influence societal atti-

tudes.

Ayeomoni (2004, 67) observes that “politicians frequently use figurative or metaphorical language to

convey their intentions in a way that resonates with the public.” Metaphors, similes and other rhetorical

devices are seen in this context not as instruments of mere embellishment but as the useful tools

employed with strategic intent. Hence, politicians leverage these figures of speech to evoke emotions,

excite their audience and solidify their support base. According to Ayeomoni(ibid), “such language

choices leave a lasting impact which ensures that the political message lingers in the minds of listen-

ers.” This strategy is particularly effective in evoking collective excitement and mobilising followers be-

cause it taps into shared values, historical references, and cultural symbols. In this way, language

serves as a vehicle for both communication and persuasion in the political arena.

Language in politics serves diverse purposes depending on the speaker's objectives. Political dis-

course can be manipulative and persuasive. Emphasizing this, Benaiah (2024, 29), argues that “mes-

sages in political contexts are often infused with religious colouration and even outright lies.” The in-

tention behind such psychological and mental manipulation is to steer public opinion in favor of the

speaker's agenda. In this sense, political language is not neutral; rather it is imbued with power relations

and ideological intent. Politicians often craft their language to conceal or distort certain realities. They

frame issues in a way that serves their political objectives. This manipulation of religious sensibility is

a recurring issue in the literature on political discourse, where scholars have constantly navigated the

realms where language and religion are used to reinforce power structures and legitimize authority.

Scholars have further explored the concept of political discourse by highlighting its reflexive nature.

According to Van Dijk (1998, 23), “political discourse is shaped by political systems, ideologies, institu-

tions, processes, actors and events.” This means that political discourse is not only the product of

political actors but also a deep reflection of the broader political environment in which it is produced.

Political discourse, therefore, serves as a battleground for competing ideologies, where politicians ad-

vocate for their policies while also challenging existing power structures. This dual function of political

discourse, as a tool for both advocacy and opposition, demonstrates the dynamic nature of language

in a specific political landscape.

Ideology plays a central role in political discourse. It frames beliefs, values, and assumptions that un-

derpin political actions and policies. Critical Discourse Analysis (CDA) views all forms of discourse as

carriers of ideological values. The notion that discourse and ideology are intertwined is a recurring

theme in CDA literature. Ideology, although difficult to define, generally refers to a system of beliefs that

helps justify the actions of those in power. Crouteau and Hoynes (2003, 73) argue that “ideologies often

serve to distort and misrepresent reality in ways that benefit the ruling class.” Ideological perspectives

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create a mental framework that shapes how individuals perceive the world, thereby influencing their

belief systems, behaviors, and political choices.

Flowerdew (2024, 29) elaborates on the function of ideology by noting that “it is expressed through

language, concepts, categories and images of thought.” Ideologies are embedded in language use,

which guides how people interpret and understand complex social and political phenomena. In political

discourse, ideologies are not only overtly stated but may also be implicit. They are embedded in the

language choices and rhetorical strategies employed by political actors. Therefore, the use of implicit

ideologies serves to maintain the status quo, which strengthens existing power structures while pre-

senting them as natural or inevitable.

Wodak (2020, 147) accounts for the role of ideology in political discourse by pointing out that “political

speeches often reflect the ideological identities of the speaker.” On this note, politicians use discourse

not only to communicate policy but also to project their ideological positions. This projection of ideolog-

ical position can be explicit when a politician openly advocates for a particular policy or belief system.

It can also be implicit when ideological assumptions are embedded in language choices like metaphors

and rhetorical strategies. Jatau (2023, 79) accentuates the above by arguing further that political dis-

course is key to reproduction of ideology because it serves to legitimise the actions and policies of

those in power.

The relationship between ideology and discourse is particularly significant in political contexts, where

language is used to shape public perceptions and maintain power relations. Fairclough (2001,102)

emphasises the importance of language as a tool in political behavior. He notes that the connection

between language and politics is a critical area of inquiry for discourse analysts. Accordingly, political

discourse is often structured in such a way that favor certain ideologies over others, thereby subtly

reinforcing the dominance of the ruling class while marginalising alternative perspectives. Fairclough's

work highlights how language is used to naturalise power relations and make them appear normal or

unquestionable.

While much of the literature emphasises how political actors use language to assert power, shape

ideology, and manage public perception, fewer studies focus on New Year speeches or the temporal

framing used by political leaders at the start of a new administrative cycle. These speeches are ana-

lytically significant because they function as agenda-setting moments in which presidents outline policy

directions, reaffirm their legitimacy, and attempt to stabilise public confidence. They also serve as sym-

bolic recalibration points where leaders try to frame national challenges, justify ongoing reforms, and

project the ideological identity of their administration. Despite their importance, New Year speeches in

Nigeria remain under-examined, particularly in relation to how they construct hope, solidarity, and po-

litical legitimacy during periods of economic uncertainty and public skepticism. This gap makes it nec-

essary to analyse how President Bola Ahmed Tinubu uses language to negotiate authority and shape

collective expectations under the “Renewed Hope” agenda.

This study therefore draws together the theoretical strands of power, ideology, discourse and rhetorical

strategy to analyse the ideological work performed in the speech. It applies Norman Fairclough’s three-

dimensional model of Critical Discourse Analysis by operationalising these concepts at each stage of

the framework. At the textual level, the study identifies specific linguistic choices, rhetorical devices

and ideological markers embedded in the speech. At the level of discursive practice, it examines how

the speech is produced and circulated, and how it draws on existing narratives and intertextual re-

sources within Nigerian political communication. At the level of social practice, it interprets how these

discursive patterns relate to broader structures of power, governance and public trust under the Tinubu

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administration. Through this synthesis, the study responds to the need for context-sensitive, discourse-

driven analysis of how political leaders use language to shape national realities and legitimise their

authority.

3. Theoretical Framework

One of the most influential models in CDA is Norman Fairclough’s (1995) Three-Dimensional Model.

This model offers a clear and systematic approach to understanding how discourse operates across

different levels of meaning. It consists of three main components: text, discourse practice, and social

practice. Each of these dimensions contributes to a deeper understanding of how language functions

within political communication. The first dimension focuses on the analysis of the text itself. This in-

cludes examining linguistic features such as vocabulary, grammar, sentence structure, and the use of

metaphors or symbols. These elements do more than organize the message—they reveal the

speaker’s attitudes, intentions, and ideological leanings. Through textual analysis, the researcher can

identify how specific language choices are used to influence perception, emphasize certain values, and

conceal or highlight particular meanings. The second dimension, known as discourse practice, exam-

ines how texts are produced, distributed, and consumed. It focuses on the processes that shape how

discourse is created and understood by different audiences. In political contexts, this means analyzing

how political speeches are written, how they are delivered, and how the public interprets them. This

component recognizes that discourse is not created in isolation; it is shaped by the relationship between

the speaker, the audience and the media through which the message is conveyed. The third dimension,

social practice, situates discourse within its wider social, cultural and political context. It examines the

power structures, ideologies and institutional influences that affect both the production and interpreta-

tion of discourse. This dimension highlights how political speeches are connected to broader social

realities such as governance, inequality and public trust. It also shows how language can reinforce or

challenge existing power relations within society. Fairclough’s three-dimensional model is particularly

suitable for this research because it provides a comprehensive way to study both the linguistic features

of President Bola Ahmed Tinubu’s 2025 New Year speech and the social context in which it was deliv-

ered. By applying this model, the study investigates how language is strategically used to project ide-

ology, shape public opinion, and reinforce political power.

4. Research Methodology

This study adopts Norman Fairclough’s three-dimensional model of Critical Discourse Analysis (CDA)

as its analytical framework. Fairclough’s framework examines discourse at three interconnected levels:

the textual level focuses on linguistic features; the level of discursive practice explores the production,

distribution and consumption of the text; and the level of social practice connects the discourse to

broader ideological and socio-political structures. Using this model ensures a systematic approach to

identifying how linguistic choices within the speech reproduce power relations, shape public perception

and reflect wider political realities. The study undertook a detailed analysis of President Bola Ahmed

Tinubu’s 2025 New Year speech, which contains 836 words and was divided into 24 extracts for ease

of analysis. The speech was delivered orally in English and broadcast nationwide on January 1, 2025.

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The full text was retrieved from Vanguard News.⁵This speech serves as the primary data for the re-

search. A descriptive and interpretive research approach was employed to examine both the linguistic

and contextual features of the discourse. Purposive sampling was used to select the speech because

of its relevance, richness and agenda-setting significance. This sampling technique allows the re-

searcher to focus on a text that is ideologically dense and strategically crafted, making it suitable for

discourse analysis. At the textual level of analysis, the study identified and described linguistic features

such as lexical choices, sentence structures, figurative expressions and rhetorical techniques. This

descriptive phase provided the foundation for understanding how the text is constructed and how

meaning is encoded linguistically. At the level of discursive practice, the study examined how the

speech was produced and disseminated, as well as how it draws on intertextual references and estab-

lished patterns within Nigerian political communication. This interpretive stage enabled a deeper un-

derstanding of how the speech positions itself within existing narratives of governance, reform and

national unity. At the level of social practice, the analysis connected the linguistic and discursive pat-

terns to broader ideological structures, including the political climate under the “Renewed Hope”

agenda, economic reforms and issues of public trust. This stage revealed how President Tinubu’s lan-

guage choices function to legitimise authority, manage public perception and shape national identity.

By integrating description with interpretation through Fairclough’s model, the study provides a rigorous

and coherent account of how language operates as a tool of power in political discourse.

5. Analysis

Fairclough’s (1995) three-dimensional model of Critical Discourse Analysis (CDA) frames language as

a form of social practice and emphasizes the interconnections of three dimensions or three interrelated

components: textual analysis (description) which focuses on the specific language used in the speech,

discourse practice (interpretation) examines the production, dissemination and consumption of the

speech while social practice (explanation) analyses understanding of the broader social and ideological

context in which the discourse is situated. The speech was carefully divided into extracts 1–24 to enable

an in-depth analysis.

5.1.Textual Dimension

This analysis focuses specifically on the textual dimension, which examines the lexical choices, gram-

matical features, rhetorical and discursive Strategies of President Tinubu’s 2025 New Year Speech.

Analysis explores how these features reflect power, ideology and social relations.

5.1.1. Lexical Choices looks at the use of specific vocabularies by the speaker to build desired realities

in the minds of the listeners. The analysis of lexical choices in the speech is done in relation to the

under-listed considerations:

a. Constructing Hope and Positive Reality.

Use of adjectives and noun phrases such as happy, prosperous, great promise, brighter days,

positive and encouraging outlook (Extracts 1–5) are crafted to create an optimistic tone. This

⁵Link: https://www.vanguardngr.com/2025/01/full-speech-president-tinubus-new-year-message-to-nigerians/.

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use of lexis of positive reality is a deliberate attempt to establish government credibility and

public trust after a challenging period.

Also, the use of metaphor in dawn of a new year (Extract 2) symbolically frames year 2025 as

a fresh opportunity which corresponds with nation-building ideologies.

b. Use of Technical and Economic Terminology.

Employment of economic terms such as foreign trade surpluses, foreign reserves, stock market

growth, inflation, 34.6% to 15% (Extracts 4, 5, 6,8, 13) is to establish policy driven authority

which presents the administration as data-driven with adequate knowledge of the quantitative

approach and competence capable of driving virile economy.

Therefore, the noun phrase; recorded foreign trade surpluses in three consecutive quar-

ters (Extract4) is crafted to construct economic competence.

c. Collective Identity Construction.

The use of repetition in intoning inclusive pronouns such as we, our, us (Extracts 1–24) helps to

build a sense of collective responsibility and national unity. For example:

“We will fulfill our collective desires” (Extract 2)

“Let us stay focused and united” (Extract 13)

The use of this strategy implants the ideology of shared sacrifice that orientates citizens with

governmental goals.

5.1.2. Grammar and Structures consider the use of imprints of grammar like modality, active construc-

tions and use of complex sentences by the speaker to establish his political will, assert his intentions

and demonstrate his administrative policy to the listeners. The analysis of grammar and structures in

the speech is to assess the following functions:

a. Expression of Certainty.

The intentional selection and use of modals like will, must, shall are meant to establish strong

political will and assertiveness:

We will continue to embark on necessary reforms… (Extract 12)

We must become better citizens… (Extract 15)

The use of modality in the construction above illuminates assertion of institutional power and

future-oriented control.

b. Expression of proactive political commitment.

The use of non-passive voice allows the speaker to maintain active agency and establish

autoritative willingness in constructions like I will unveil…, the government will estab-

lish…(Extracts 8,17) It is noted that the use of active voice in the italicised constructions

portrays the speaker as intentional and proactive.

c. Expression of concern and empathy.

The use of compound and complex sentences indicates a combination of formal and authorita-

tive tone suited for political rhetoric. Its use allows significant framing such as balancing praise

with concern:

Nevertheless, the cost of food and essential drugs remained a significant concern… (Ex-

tract 5)

5.1.3. Rhetorical and Discursive Strategies looks at the use of appeal tone, contrastive framing, face-

saving strategies and use of metaphorical and symbolic language to cultivate cultural expectations,

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add moral legitimacy, strengthen the ethos of leadership and reinforce positive ideology and public

expectations. The analysis of Rhetorical and Discursive Strategies in the speech is done through the

under-listed considerations:

a. Appeal to Religion and Patriotism.

The use of religious expressions like by the grace of God, God bless you all (Extracts 2 and 24)

justify embedded cultural and religious expectations in a country where religion and politics have

become intertwined to the extent of their being used as a mark of moral legitimacy.

Also, the use of patriotic expression in let us stay the course of nation-building (Extract 22) elicit

affective action and sense of national unity.

b. Contrastive Framing

Use of Contrasts such as though 2024 posed numerous challenges… the new year will bring

brighter days (Extract 3) focuses the citizen expectations on the reform narrative by juxtaposing

past hardship with future relief.

Similarly,the use of expressions such as as far-reaching as our reforms are… only through

shared values (Extract 18) appeals to the citizens to go into a moral contract with the govern-

ment.

c. Strategic Gratitude and Humility

The use of phrases like your trust humbles me and thank you for placing your confidence in me

(Extract 11) are examples of face-saving strategies that fills the gap of social distance and

strengthen the dimension of leadership.

d. Metaphorical and Symbolic Language

The use of expressions like of dawn, bright future, stay the course as the symbols of the journey

metaphor help to convey the desired progressive movement despite challenges.(Extracts 2, 22 )

5.1.4. Ideological Implications looks at ideologies embedded in the use of language by the speaker to

achieve specific ideological and strategic objectives. It assesses how it circulates within public dis-

course and how it interacts with existing power structures. The analysis of ideological implications in

the speech reflects the under-listed sensibilities:

a. Neo-liberal economic ideology that is channeled towards promoting credit access, financial institu-

tions and private sector engagement (Extracts 8).

b. A shared sense of National integration and depoliticisation that can be used to fight against division

based on politics, ethnicity, region and religion (Extract 14).

c. An ideology of Moral rearmament and civic responsibility which serves as the pivot for ethical prin-

ciples, shared values and better citizens (Extracts 22–24).

The speech maintains a pragmatic approach to achieving these ideologies which significantly help in

aligning with the Renewed Hope Agenda.

5.2. Discourse Practice

Analysis of Discourse practice in texts considers three key components: Production – how the text is

constructed; Dissemination – how the text circulates across different media and Consumption – how

audiences interpret and interact with the text. This model is applied to enable an in-depth assessment

of the imprints of discourse practice in the President’s New Year message

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5.2.1. Production of the Speech

The production of the speech involves a highly institutionalized and collaborative process:

a. Authorship and Institutional Influence (Extracts 4, 5, 13):

The speech is put together by professional speechwriters, economic advisers and public communica-

tion experts in the presidency. Language choices like economic indicators point to a positive and en-

couraging outlook, record growth... trillions of naira in wealth suggest collaborative technocrats' influ-

ence in shaping a favorable national narrative.

b.Intertextuality and Interdiscursivity (Extracts 6, 8):

The speech takes from areas such as government policy discourse, economic reports and religious

appeals and thereby blends them to resonate with a broad audience. The references to the National

Credit Guarantee Company and inflation reduction from 34.6% to 15% reflect deliberate economic

reform discourse.

b. Ideological Framing (Extracts 11, 13,14):

The use of language in phrases like your trust humbles me... I promise to serve diligently frames

the President as a servant-leader and also, the use of phrases like we are on the right path and

let us stay united…. calls for a shared national identity. This pattern of use positions the speaker

as both authoritative and empathetic.

c. Linguistic Strategies:(Extracts 1, 6, 8)

Vocabulary choices reflect hope-laden political world views like brighter days, fulfill our collective

desires, great promise and also, the use of assertive policy language in we will establish, we are

committed to, we will reduce inflation,etc, help to assert credibility and legitimacy.

5.2.2. Dissemination of the Speech

The dissemination was done through multi-channel circulation consistent with modern presidential

communication:

a. Media Channels (Extracts 1–24)

The speech was broadcast live on national television, radio, and social media e.g., NTA, Radio Nigeria,

Twitter/X, Facebook, YouTube and private media stations in the country. This wide dissemination en-

sures access across socioeconomic class and literacy lines which beef up presidential visibility.

b.Textual Forms:

The message exists in spoken form (oral broadcast) and written form (text publications in newspapers

and online platforms). These dual forms increase the speech’s durability and allow for further repro-

duction in news reports, commentary and public discussion.

c.Re-contextualisation:

News agencies, commentators and opposition voices may reframe parts of the speech e.g., inflation

at 34.6% or trust in me as your president either to validate or critique the administration. These re-

contextualisations influence the public’s perception and ideological alignment with the message.

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5.2.3. Consumption of the Speech

Consumption refers to how different listeners interpret and engage with the speech from diverse soci-

oeconomic and political backgrounds:

Reflection of One Nation, Diverse Audience and Different Interpretation (Extracts1–24):

The speech addresses “fellow Nigerians” broadly, but the reception varies among different socio-eco-

nomic classes, ethnic groups, political affiliations and age brackets: The political elite may view it

through the lens of performance assessment and power alignment. The urban middle class might

focus on economic indicators and policy promises. Rural populations may connect more with refer-

ences to food prices and agricultural output and also, the president’s appeals to unity and morality.

Youth groups may pay attention to the Youth Confab and issues of employment and inclusion. For

example:

Negotiation of meaning which points to the invocation of shared value patriotism and national identity

may be accepted by some as a call for unity while others may read it critically as rhetorical masking of

hardship. Similarly, the clause, your sacrifices have not been in vain might evoke either trust or skep-

ticism which depends on individual experiences of 2023 and 2024.

Media commentary and citizen response rests on online platforms (e.g., Twitter/X) which allow citizens

to respond in real-time. Some of these responses come with support while others come with memes,

lampoon or protest hash-tags. This transforms a top-down message into a communication exchange

space where meaning is constantly reshaped.

Therefore, the discourse practice of President Tinubu’s 2025 New Year message utilizes the means of

multimodal dissemination of information across media platforms to enhance accessibility and influence.

It is a top-down and state-sponsored discourse which was planned to promote national unity, gain

confidence in governance and support policy direction. Also, the speech projects a carefully crafted

interdiscursive production which draws from economics, nationalism, religion and reform rhetoric to

enhance diverse consumption by different social groups and thereby revealing ideological fault lines

that prompts negotiated meanings based on perceived realities.

5.3. Social Practice

Analysis of social practice of President Bola Ahmed Tinubu’s 2025 New Year Message was done in

relation to understanding how the text both reflects and helps reproduce or challenge existing social

conditions and ideologies. The analysis is done under the following considerations:

5.3.1. Political Context and Power Relations

President Tinubu’s speech is shaped and informed by the political context of Nigeria in 2025 which was

a period marked by economic hardship, citizens’ discontent, security challenges and calls for account-

ability.

The speech makes effort to reaffirm state authority and legitimise the ruling government’s power; a

reflection of a hegemonic discourse where the state presents itself as the guardian of progress, unity

and reform.

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On a personal note, thank you for placing your confidence in me as your president. Your trust humbles

me…(Extract 11)

This line echoes an ideology of paternalistic leadership which reinforces the President’s role as a cen-

tral figure of trust and direction in an attempt to naturalise authority and obedience.

5.3.2. Neoliberal Economic Ideology

A careful look at the dominant ideological imprint in the speech reveals a neo-liberal approach to

economic reform. This is made evident in:

We will establish the National Credit Guarantee Company… a partnership of government institutions...

private sector, and multilateral institutions.(Extract 8)

The use and emphasis on the phrases like market growth, foreign direct investment, private-sector

partnerships, credit expansion sheds light on the marketisation of governance, where public services

and social reforms are framed in economic terms. It becomes evident here that the role of the state is

to facilitate capital but not to redistribute wealth equitably. This is a pointer to the reproduction of a neo-

liberal logic that may marginalise the poor or the informal sectors.

5.3.3. Nationalism and Moral Renewal

President Tinubu’s call for moral rectitude, patriotism, and shared values is a reflection of an ideology

of revival of national, cultural and moral patriotism:

“Let us not get distracted by a tiny segment… that still sees things through politics, ethnicity, region,

and religion.” (Extract 14)

The tone in the line above and the use of the following clauses; promotes unity over diversity, delegit-

imises dissent, reinforces a monolithic national identity in the speech marginalises diversity of opinions

and clinical democratic criticism. This orientation frames the state as the moral arbiter which discredits

alternative voices as divisive or backward thereby enabling reproduction of hegemonic control over

national narratives.

5.3.4. Youth and women Inclusivity Discourses

The use of the phrase Youth Confab and the mention of the inclusion of women and youth in govern-

ance and government financial plans signal a yield to the growing youth activism and calls for repre-

sentation.

The Youth Confab… a testament to our commitment to youth inclusiveness…(Extract 19)

The speech displays progressive ideology on the surface. However, it fails to reflect deep structural

reform in youth empowerment thereby leaving the room for the interpretation that it operates within a

symbolic inclusion frame which serves as an agent used in co-opting dissenting groups into state-

sponsored programs where prospective oppositions are neutralised.

5.3.5. Religion and Divine Legitimacy

Appeal to the acute religious sensibilities of Nigerians is procured in the speech by making references

to God through the use of familiar religious phrases like:

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By the grace of God, With God’s help… (Extract 2)

The use above reinforce a religious discourse that imbues governance with divine authorisation. This

appeals to a religiously-inclined population contributes to the naturalisation of the leader’s role which

presents governance as part of a divinely ordained process. The implication of this is that political office

holders use their rhetoric as a means of compressing the thinking pattern of the populace and reducing

the room for rational critique.

5.3.6. Social Practices of Blame-Deflection and Sacrifice

The speech showcases the ideology of collective sacrifice by painting a vivid picture of positive future

expectations and a better tomorrow

Your sacrifices have not been in vain…

Together, let us stay the course…(Extract 22)

The line above trivializes hardship by infusing it in a moral framework of national renascence and a

future devoid of lack and suffering. It shifts responsibility from government inaction and inability to live

up to expectations by constructing suffering as noble, shared and necessary for national development.

5.3.7. Technocratic and Reform-Oriented Discourse

The speech utilizes a technocratic style in some parts of the speech by making references to :

statistics -34.6% inflation, (Extract 6)

reforms and policy tools - CNG and credit companies. (Extract 21)

The use of technocratic terms above creates a discursive distance between the ruling elite and the

everyday citizen, thereby promoting a top-down approach to problem-solving. Use of technocratic style

may sometimes be employed to dazzle the citizens as well as to project competence. On the other

hand, technocratic discourse may be interpreted as an attempt to conceal lack of democratic consul-

tation and grassroots participation which may lead to exclusion of alternative knowledge or local agency

systems.

Analysis through the lens of Fairclough’s social practice model reveals that President Tinubu’s 2025

New Year speech reproduces dominant ideologies of neo-liberalism, nationalism and moral authority.

The use of language works to legitimise the current power structure. It frames hardship as shared

sacrifice and uses religious and patriotic appeals to reduce dissent. While the speech offers hope and

promises reform, it does not fully address deep structural causes of inequality and hardship. Thus, the

discourse helps sustain the status quo even as it projects a reformist image.

6. Conclusion

The application of Fairclough’s (1995) three-dimensional model of Critical Discourse Analysis to Pres-

ident Bola Ahmed Tinubu’s 2025 New Year speech has provided a clearer understanding of how lan-

guage is used to encode ideology, exercise power and shape public perception. The analysis ad-

dresses the study’s objectives by identifying the speech’s key rhetorical techniques, demonstrating

how these techniques reflect power relations and evaluating how they work to influence public confi-

dence in the government.

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The findings show that the speech articulates three dominant ideological positions. First, it advances a

neoliberal economic ideology that promotes credit expansion, financial institutions and private-sector

partnerships as central drivers of national development. Linguistic choices present governance as data-

driven and market-oriented, reinforcing the administration’s commitment to economic reform. Second,

the speech projects an ideology of national integration by calling for unity across political, ethnic and

religious divides. This framing positions the government as a unifying force while subtly discouraging

dissent. Third, it reflects an ideology of moral rearmament and civic responsibility through appeals to

ethical conduct and disciplined citizenship aligned with the “Renewed Hope” agenda.

The analysis also confirms that the speech’s multimodal dissemination through television, radio and

online platforms enhances its reach and reinforces its agenda-setting function. As a state-sponsored,

top-down discourse, it aims to inspire unity, legitimise ongoing reforms and strengthen public trust in

leadership. Overall, the findings show that the speech reproduces dominant ideologies of neoliberal-

ism, nationalism and moral authority. It frames present hardships as patriotic sacrifice and promotes a

technocratic narrative that portrays leadership as efficient and reform-focused, even as it downplays

deeper structural inequalities.

The research shows how rhetorical strategies, ideological framing and discursive practices combine to

shape citizens’ interpretation of political leadership. The study demonstrates the value of CDA in ex-

posing how meaning, ideology and power are negotiated in political communication.

The study, however, focuses on a single speech, which restricts the scope of generalisation. A wider

corpus of presidential or governmental speeches would allow for a more comprehensive analysis of

evolving ideological patterns. Additionally, the analysis relies on publicly disseminated text, which can-

not fully capture audience reception or alternative interpretations across different social groups.

Despite these limitations, the study makes an important scholarly contribution. It advances understand-

ing of how political discourse operates within the contemporary Nigerian context by showing how lan-

guage is used to justify state action, shape public expectations and reinforce authority. It also illustrates

the usefulness of Fairclough’s CDA model for examining the interplay between text, discourse pro-

cesses and socio-political structures in Nigerian political communication.

Future studies can extend this work by analysing other presidential addresses, legislative speeches or

campaign rhetoric to further explore how language shapes political realities in democratic societies.

References

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Forge Press.

Fairclough, Norman. 1989. Language and Power. London: Longman.

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tions. Journal of Corpora and Discourse Studies 7 (1): 22–41.

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Appendix

https://www.vanguardngr.com/2025/01/full-speech-president-tinubus-new-year-message-to-nigeri-

ans/

The text of the speech was broken into 24 extracts as presented below for ease of analysis.

1. As we enter 2025, I wish everyone a happy and prosperous New Year. May you be rich in joy, suc-

cess, and good health.

2. As the new year dawns, it brings many hopes, aspirations, and prospects for better days. By the

grace of God, 2025 will be a year of great promise in which we will fulfill our collective desires.

3.Though 2024 posed numerous challenges to our citizens and households, I am confident that the

New Year will bring brighter days.

4. Economic indicators point to a positive and encouraging outlook for our nation. Fuel prices have

gradually decreased, and we recorded foreign trade surpluses in three consecutive quarters. Foreign

reserves have risen, and the Naira has strengthened against the US dollar, bringing greater stability.

5. The stock market’s record growth has generated trillions of naira in wealth, and the surge in foreign

investment reflects renewed confidence in our economy. Nevertheless, the cost of food and essential

drugs remained a significant concern for many Nigerian households in 2024.

6. In 2025, our government is committed to intensifying efforts to lower these costs by boosting food

production and promoting local manufacturing of essential drugs and other medical supplies. We are

resolute in our ambition to reduce inflation from its current high of 34.6% to 15%. With diligent work

and God’s help, we will achieve this goal and provide relief to all our people.

7. In this new year, my administration will further consolidate and increase access to credit for individ-

uals and critical sectors of the economy to boost national economic output.

8. To achieve this, the federal government will establish the National Credit Guarantee Company to

expand risk-sharing instruments for financial institutions and enterprises.

9. The Company—expected to start operations before the end of the second quarter—is a partnership

of government institutions, such as the Bank of Industry, Nigerian Consumer Credit Corporation, the

Nigerian Sovereign Investment Agency, and Ministry of Finance Incorporated, the private sector, and

multilateral institutions.

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10. This initiative will strengthen the confidence of the financial system, expand credit access, and

support under-served groups such as women and youth. It will drive growth, re-industrialisation, and

better living standards for our people.

11. On a personal note, thank you for placing your confidence in me as your president. Your trust

humbles me, and I promise to continue serving you diligently and wholeheartedly.

12. We will continue to embark on necessary reforms to foster sustainable growth and prosperity for

our nation.

13. I seek your cooperation and collaboration at all times as we pursue our goal of a one trillion-dollar

economy. Let us stay focused and united.

14. We are on the right path to building a great Nigeria that will work for everyone. Let us not get

distracted by a tiny segment of our population that still sees things through the prisms of politics, eth-

nicity, region, and religion.

15. To achieve our national goals and objectives, we must become better citizens and uncompromising

in our devotion and allegiance to Nigeria.

16. Citizens’ moral rectitude and faith in our country are fundamental to the success of the Renewed

Hope Agenda. In 2025, we will commit to promoting adherence to ethical principles, shared values,

and beliefs under the National Identity Project.

17. I will unveil the National Values Charter, already approved by the Federal Executive Council, in the

first quarter of 2025. I will launch an ambitious national orientation campaign that fosters patriotism and

love for our country and inspires citizens to rally together. The Charter will promote mutual commit-

ments between the government and citizens and foster trust and cooperation among our diverse pop-

ulation and between the government and the citizens.

18. As far-reaching and foundational as our reforms are, they can produce the desired outcomes only

through shared common values and identities and unconditional love for our country.

19. The Youth Confab will begin in the first quarter of 2025, a testament to our commitment to youth

inclusiveness and investment as nation-builders. The Ministry of Youth will soon announce the modal-

ities for selecting the conference’s representatives from our diverse, youthful population.

20. Dear Compatriots, I urge you to continue believing in yourselves and keeping faith in our blessed

country.

21. Let me use this New Year’s message to urge our governors and local council chairpersons to work

closely with the central government to seize emerging opportunities in agriculture, livestock, and tax

reforms and move our nation forward. I commend governors who have embraced our Compressed

Natural Gas initiative by launching CNG-propelled public transport. I also congratulate those who have

adopted electric vehicles as part of our national energy mix and transition. The Federal Government

will always offer necessary assistance to the states.

22. To all citizens, your sacrifices have not been in vain over the past 19 months. I assure you they will

not be in vain even in the months ahead. Together, let us stay the course of nation-building.

23. The New Year will bring us closer to the bright future we all desire and the Nigeria of our dreams.

24. God bless you all, and may God bless our beloved country, Nigeria.

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Biography of the Authors

Dr. Francis Setonji Yede is an Associate Professor of Linguistic Stylistics and Media Studies in the Department of Language

Arts and Communication at Lagos State University of Education, Oto/Ijanikin, Lagos, Nigeria. His work spans applied lin-

guistics, language pedagogy and media discourse. He has published widely and continues to contribute to scholarship at

both national and international levels.

Dr. Cecilia Folasade Ojetunde is a Professor of Syntax and Applied Linguistics in the Department of English Language

Education at Lagos State University of Education, Oto/Ijanikin, Lagos, Nigeria. Her academic career focuses on language

pedagogy, syntactic theory and general linguistics. She has an extensive record of publications and has made significant

contributions to the global discourse on language education.

Dr. Rifkat Opeyemi Sanni is an Associate Professor of Yoruba Language and Literature in the Department of Nigerian

Languages at Lagos State University of Education, Oto/Ijanikin, Lagos, Nigeria. Her research interests cover applied lin-

guistics, indigenous language studies and language pedagogy. She has published widely and has enriched the field through

her contributions to both national and international scholarship.

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