News Rendezvous

As Nigeria approaches the 2027 general elections, one truth is becoming increasingly evident: elections are no longer won solely by political structures, but by the power of professionally crafted narrative.

THE SHIFT FROM STRUCTURE TO PERCEPTION

The 2023 elections is proof that perception and narrative are the modern gold mine for gaining significant advantage over the opposition. The concept of Obedient movement is the literal example of perception into election and voter turnout. The viral claim that Peter Obi did not have structure was just a coinage of the opposition meant to upset Obi’s followers and cast aspersion on his candidacy but his opponents know that “The Obedient Movement” altered significantly the political landscape of Nigeria and ushered us into a powerful era of “Perception Power” and every sensible politician who wants to make in roads at any political level must pay attention. The early showing of the ruling party in Nigeria suggests they have taken note and the demise of PDP means, they ignored or failed at the craft of perception and media narratives.

Historically, political success in Nigeria relied heavily on party strength, incumbency, and grassroots networks. While these factors remain relevant, the modern voter is influenced by perception, and well crafted narratives, which means voter pay much attention to what they want to see, hear, and believe. The contest in 2027 will be significantly influenced by a generation that attained voting age between 2023 – 2027. Largely unregistered, disinterested in elections but crazily active netizens. Who win or loose in 2027 depends on who convinces them to move away from the phone to register and drag them to the polling unit to vote and crack the code of their lingua franca.

THE ROLE OF MEDIA IN POLITICAL OUTCOMES

Media is no longer just a reporting tool; it is a battlefield. Political actors who understand how to shape narratives, control messaging, and dominate media cycles will have a significant advantage at the polls.

CRISIS COMMUNICATION AS A DECIDING FACTOR

Many political careers have been damaged not by the crisis itself, but by poor communication during the crisis. Strategic response, timing, and tone are critical. Recently, President Bola Ahmed Tinubu visited the Plateau to correct the perception problem of “a Commander-in-Chief” who fails to show up at the place of crisis. It was a visit designed to address a communication and perception problem of the president minding politics over the lives of his people!

Before his visit, the state governor, Barr Caleb Muftwang, went on an epic PR disaster by displaying one of the biggest act of cowardice and disrespect for his people, showing up at the scene of the killing of his people in an armoured truck as if to say his life matters more!!! It was a massive communication flop and a perception disaster. They both failed lavishly. First he invited the victims to the airport and at the airport, announced that he would be spending only ten minutes, and instead of ignoring the electricity problem, he became the announcer. The 10mins notice was a subtle suggestion that he has more important things to do than to tend to the woulds of victims of terrorist attack or that he has better things to do than staying and listening to the people he govern, that was a perception delivered and well received received. They have since been working tirelessly to clean up such hauler.

THERE MUST BE A STRATEGY

Behind every successful campaign is a communication strategist who understands voter psychology, media dynamics, and message framing.The 2027 elections will not just be a contest of candidates, but a contest of narratives.

Those who master the art of strategic communication will not only influence voters, they will define the outcome.

AUTHOR: Billy Graham Abel, is a Media and Political Strategy Consultant specialising in Public Perception and Campaign Communication. Writes from Numan-Lamurde Axis.