Rhetorical Strategies in President Tinubu’s End-Bad-Governance Address

Citation: Kasimawo Ramoni STEPHEN & Okiemute Jacinta UGE (2025). Rhetorical Strategies in President Tinubu’s End-Bad-Governance Address. Yobe Journal of Language, Literature and Culture (YOJOLLAC), Vol. 13, Number 1. Department of African Languages and Linguistics, Yobe State University, Damaturu, Nigeria. ISSN 2449-0660

RHETORICAL STRATEGIES IN PRESIDENT TINUBU’S END-BAD-GOVERNANCE ADDRESS

By

KASIMAWO RAMONI STEPHEN

OKIEMUTE JACINTA UGE

Abstract

Copious strategies and styles intended to manipulate the audience towards changing their opinions about the speaker, a situation, or influence a decision abound in political discourse. This paper investigates the choice and deployment of rhetorical strategies in President Tinubu address during the end-bad-governance protest in order to uncover how, through his language use, he constructed power dynamics, promoted ideologies, and shaped social opinions of Nigerians to quell the agitation of angry Nigerian youths to make them sheathe the sword of their end-bad-governance protest against his administration. The text is analyzed using the analytical tools for rhetorical strategies provided in Johnstone & Andrus (2024). The text featured predominantly presentational persuasion, featuring in 33 of the 38 paragraphs and in 82 of 96 sentences of the entire address, and logos featuring in 13 of the 38 paragraphs and 52 of the 96 sentences of the entire text. The rhetorical strategies deployed, however, did not achieve the desired result of quelling the agitations. It is recommended that the selection of rhetorical strategies be predicated on observed pre-acknowledged differences of views of both the situation and the audience.

Keywords: rhetoric, strategies, discourse analysis, text, manipulation, persuasion.

1.0 Introduction

Language in political context is replete with strategies and styles intended to manipulate the audience to change their thoughts about the speaker, a situation or influence a decision (Aschale, 2013; Fairclough, 1989; Lin, 2011; Mills, 2004; Nnamdi-Eruchalu, 2018). Nnamdi-Eruchalu (2018) avers that words are ideologically motivated and manipulative. The discursive structures selected in political texts and rhetoric is highly esteemed as an instrument of persuasion or manipulation (Nnamdi-Erchalu, 2017). This paper investigates the choice and deployment of rhetorical strategies in President Tinubu address during the end-bad-governance protest in order to uncover how, through his language use, he constructed power dynamics, promoted ideologies, and shaped social opinions of Nigerians to quell the agitation of angry Nigerian youths to make them sheathe the sword of their end-bad-governance protest against his administration. End-Bad-Governance-Protest was a nationwide protest over the rising cost of living since the beginning of President Bola Ahmed Tinubu’s administration in May 2023. The protests were mainly over fuel subsidy removal, hike in electricity tariffs and customs duties, hunger and insecurity among others (Udousoro, Daniel, & Iton, 2024).

As noted by Johnstone & Andrus, (2024), an understanding of discourse is necessary for anyone who wants to comprehend human beings; personal identity, social identification, ethnicity, how people define and create lifespan processes, how decisions are made, resources allocated, and social adaptation or conflict accomplished in public and private life. Sara Mills (2004) opines that linguistic items can be deliberately manipulated to achieve different intentions. She posits that language is a vehicle by which people are forced to believe ideas which are not true or in their interests through careful choice of linguistic tools. Language is labelled as the conveyor belt of political power, which moves people to vote, debate, or revolt (Ademilokun & Olateju, 2015; Ayoade, 1982; Beard, 2000; Djik, 2001), and that linguistic resources are given various shapes and manipulated in ways that will enable politicians achieve their aim of wielding power (Ademilokun and Olateju, 2015; Ayoade, 1982; Beard, 2000; Djik, 2001; Kasimawo, 2012)

2.0 Political Discourse

Discourse analysis generally follows two perspectives of politics; politics as a struggle for power (between those who seek to assert and maintain their power and those who seek to resist it), and politics as cooperation (as the practices and institutions that a society has for resolving clashes of interest over money influence, liberty, and the like) (Eichstätt, 2020). Van Dijk (1977a) also points out that there is not a single and unambiguous definition of what ‘politics’ is. He categorizes the main structures and properties that constitute the broad domain of politics as predominantly considered by studies in political science. He provides the background against which the different parts and players involved in political discourse can be framed and understood.

The categorization begins with abstract and ends up with the more specific properties – passing through an intermediate set of more or less abstract categories (Eichstätt, 2020), as illustrated by Figure 1.0 below. His position is that any sound definition of Political Discourse Analysis (PDA) should draw, as it possibly can, from these categories in such a way that will be valid not only to discourse studies but also to political science and other social sciences. This suggests that PDA should be able to answer genuine and relevant political questions similar to those usually discussed in political science.

Political discourse is expected to take into account the participants involved, the types of political events as well as the kind of socio-political activities typically carried out. In the classical sense of politics, political actors might be limited only to career politicians or certain professionals who are duly voted or mandated by some acting political institution or authority (Eichstätt, 2020; Llorca, 2016). But political actors in some cases may also include citizens in their roles as voters, or even members of pressure and issue groups, demonstrators and dissidents, and so on (Dijk, 1977). Dijk (1977) argues that political discourse is identified by its actors or authors, the politicians. The larger part of works on political discourse is drawn on the text and talk of politicians and political institutions as well as presidents, prime ministers and other members of government, parliament or political parties, both at the local, national and international levels. Some of these works take a discourse analytical approach (Carbó, 1984; Dillon et al. 1990; Harris, 1991; Holly, 1990; Maynard, 1994; Seidel, 1988 cited in Dijk, 1997).

Politicians here are the group of people who are categorized as political office holder or aspirants of such offices, especially during election period. Those appointed by these into offices (or self-designated) are also in this category. Political activities and the political processes however involve different categories people – citizens and voters, groups of people representing members of pressure and issue groups, demonstrators and dissidents, masses, the mass media, et cetera (Verba, et al., 1993; Young, Becker, & Pike, 1970). All these often take part in the political processes making them actively involved in political discourse. The method of defining political discourse is hardly different from that of defining medical, legal or educational discourse with the respective participants in the domains of medicine, law or education. Therefore, the delimitation of political discourse to its principal actors is insufficient and needs to be extended to include all its relevant participants though some may be passive participants in the whole process (Dijk, 1977b; Eichstätt, 2020).

3.0 Rhetorical Aims, Strategies, and Styles In Discourse

The word rhetoric can be explained as the art of effective or persuasive speaking or writing. It is derived from the Old French rethorique via Latin from Greek rhētorikē, meaning ‘art of public speaking’ (Umbreht, 2018). Rhetoric generally refers to the art or skill of persuasion. It is one of the three ancient arts of discourse (trivium), along with grammar and logic/dialectic. The goal of rhetoric as an academic discipline is to study the techniques that language users deploy to inform, persuade, and motivate their audiences (Corbett, 1990; Johnstone & Andrus, 2024). It also affords heuristics for understanding, discovering, and developing arguments for given situations.

Aristotle explained rhetoric as the faculty of studying or investigating the available means of persuasion, and the combination of the science of logic with the ethical branch of politics (Burke, 1969; Corbett, 1990). Aristotle also identified three persuasive audience appeals: logos, pathos, and ethos. The five canons of rhetoric, or phases of developing a persuasive speech, were first codified in classical Rome: invention, arrangement, style, memory, and delivery (Analyzer, 2024; Corbett, 1990). Rhetoric has played a central role in Western education and Islamic education in the training of orators, lawyers, counsellors, historians, statesmen, and poets, from Ancient Greece to the late 19th century (Conley, 1991).

Rhetorical strategies are techniques deliberately deployed in discourse to persuade, influence, or engage an audience. In discourse analysis, these strategies are studied to understand how speakers and writers use language to achieve specific communicative goals. The strategies include the use of appeals (to logic, emotion, or credibility), framing, metaphor, repetition, and other linguistic tools that contribute in shaping meaning, in conveying authority, and influencing public opinion. Analyzing these strategies in discourse helps uncover how language constructs power dynamics, promotes ideologies, and shapes social interactions (Analyzer, 2024; Johnstone & Andrus, 2024; Nnamdi-Erchalu, 2017). Rhetorical strategies are used in different contexts — in political speeches, media, advertisements, and everyday conversation — to achieve particular communicative goals and effects (Analyzer, 2024). Politics and rhetoric are interrelated, and rhetoric is highly considered as an instrument of persuasion or manipulation in politics. All discourse is rhetorical since all discourse is oriented toward creating ‘identification’ with audiences (Burke, 1969; Johnstone & Andrus, 2024). According to Nnamdi-Erchalu (2017), the discursive structures in linguistic texts are, however, determined by prevalent situations in which they are used.

According to Johnstone & Andrus (2024), most works on discourse analysis have paid more attention to spontaneous talk than to planned and prepared talk. In their opinion, analyses of discourse designed to persuade has proven useful in understanding how misunderstandings arise and how they are addressed. This is because there is huge difference in what people consider as persuasive in different contexts. In the United States for instance, public debate in mainstream contexts is expected to feature rationality and logic, and while displays of emotion are often considered as a sign that the speaker lacks self-control or is attempting to manipulate the audience unfairly.

A given persuasive strategy that proves effective and acceptable in one situation may fail in another, especially if pre-acknowledged differences of view make people disinclined to do the interpretive work required to figure out what the interlocutor is trying to do. In the Western tradition, logic (some evidence of logic) is usually understood to be superior to other persuasive methods, and carefully crafted arguments in public arenas often draw on the language and structure of formal, syllogistic reasoning (Johnstone & Andrus, 2024). The excerpt below (from ‘Letter from a Birmingham Jail’ by Martin Luther King, Jr.), demonstrates this persuasive strategy. Its passage draws structurally and linguistically on formal logic.

Now what is the difference between [just and unjust laws]? How does one determine when a law is just or unjust? A just law is a man-made code that squares with the moral law or the law of God. An unjust law is a human law that is not rooted in eternal and natural law. Any law that uplifts human personality is just. Any law that degrades human personality is unjust. All segregation statutes are unjust because segregation distorts the soul and damages the personality.

(Culled from Johnstone & Andrus, 2024; p. 95)

The fundamental argument here is a logical syllogism that has a major premise (a truth that is assumed to be generally acknowledged: of the form all p are q, where p stands for laws that damage human nature and q stands for unjust laws), a minor premise (a particular truth: r are p, where r stands for segregation laws) and a conclusion that presents a new true proposition by merging the major and minor premise via the rules of logic (therefore, r are q) (Johnstone & Andrus, 2024). In other words, the argument is this:

Premise 1: Laws that degrade human personality are unjust. (p)

Premise 2: Segregation laws degrade human personality. (r = p)

Conclusion: Therefore, segregation laws are unjust. (r = q)

Johnstone & Andrus (2024) identified quasilogical argument as a rhetorical strategy. The word ‘quasilogical’ is used by Perelman and Olbrechts-Tyteca (1969) to explain arguments that take after the structure and wording of argumentation in formal logic or mathematics, but which are not logical in the real sense. An instance of this is: ‘Let’s tell Ben to come today’. He and Bayo would probably get along, since they’re both Chuck’s friends.’ Here. the speaker has created what looks like an argument based on the logical principle of ‘transitivity’: if A implies B and B implies C, then A implies C. But friendship is not a transitive relationship – the fact that person A likes person B and person B likes person C does not mean that person A will necessarily like person C. This makes the argument is quasilogical – partly or almost logical.

Johnstone & Andrus (2024) also identified rhetorical enthymeme as another persuasion strategy. An enthymeme is an argument in which one premise is not explicitly stated. In their explanation, this strategy is similar to a quasilogical argument in some way. A syllogism (an argument) is a logical structure in which two propositions (premises) lead to the same valid conclusion. The classical example of this is:

Premise 1: All humans are mortal,

Premise 2: Socrates is human;

Conclusion: Therefore, Socrates is mortal.

An enthymeme presents only one proposition (instead of two) on which the conclusion is based, leaving the audience to fill in the other one. The idea is that the audience will depend on shared knowledge and belief in order to come to the intended conclusion. As with quasilogical arguments, those who accept the given proposition or premise are presumed to already know the missing proposition and therefore accept the conclusion. Enthymemes are especially useful persuasive strategy because they operate implicitly – connecting to cultural norms and values in ways that the audience are not explicitly aware of but to which they positively respond. For example, the enthymeme Kind-hearted Dick is a donkey, therefore he’s obviously a mammal omits the premise donkeys are mammals, which is uncontroversial. But Kind-hearted Dick is the mascot of Bayero University, so he’s definitely smart relies on the missing premise that university mascots embody the stereotypical characteristics of the university’s students, which is questionable (Johnstone & Andrus, 2024).

Presentational persuasion is another category of persuasive strategy (Johnstone, 1989; Johnstone & Andrus, 2024). This category can be explained as based on the supposition that being persuaded is being enthused, being swayed away by a rhythmic flow of words and sounds. Presentational persuasion aims to make the claim of an argument present in the audience’s consciousness as much as possible by repeating it, paraphrasing it, and/or calling aesthetic attention to it. Presentational persuasion is characterized by its rhythmic language and paratactic flow. The audience is often carried away by parallel clauses connected in coordinate series. Visual metaphors often also contribute in making a claim seem present. They are often asked to look, see, or behold (Johnstone & Andrus, 2024). Presentational discourse features linguistic items that create interpersonal involvement contrary to the style of quasilogical discourse. Rhetorical deixis is another tool of presentational persuasion (Lakoff, 1974) – the use of words such as here, now, and this, from the realms of space and time, about ideas. Deixis refers to the function or use of deictic words or forms. Deictic denotes a word or expression whose meaning is dependent on the context in which it is used, relying on the speaker's and listener's shared knowledge of the situation. Examples include personal pronouns, spatial markers, and temporal expressions (Lakoff, 1974). These are considered further below.

1. Personal Deixis: This refers to the people involved in the communication, using pronouns like I, you, he, she, we, and they. 

2. Spatial Deixis: This relates to the location of the speaker and the listener, using words like here, there, this, and that. 

3. Temporal Deixis: This helps indicate the time of the utterance or event, using expressions like now, then, today, yesterday, and tomorrow. 

Another rhetorical strategy for persuasion is the use of analogies – stories from the bible, stories from other religious texts, fleeting analogies in the form of proverbs and maxims serving as attempts to persuade. Analogical rhetoric persuades by teaching, drawing the attention of the audience to time-tested values by having them make lateral leaps between past events and the lessons learned from them, and current matters. Analyzer (2024) explains the following and describes them as key rhetorical strategies.

1. Ethos (Appeal to Credibility): This is the strategy of establishing the speaker or writer’s credibility, authority, or trustworthiness. This strategy is often used to convince and persuade the audience that the speaker is knowledgeable, ethical, and reliable, thereby strengthening his argument.

A politician, for instance, might highlight his experience and past achievements to build ethos. Phrases like As someone who has served this country for 20 years… or ‘I’ve always stood up for the working class’ portray the speaker as an expert who shares the audience’s values.

2. Pathos (Appeal to Emotion): This strategy involves appealing to the audience’s emotions – emotions of fear, hope, anger, or compassion – for persuasion purposes. Pathos appeals are used to evoke feelings that align with the message and inspire the audience to adopt certain viewpoints. In humanitarian campaigns, pathos is often used to inspire compassion.

3. Logos (Appeal to Logic): Logos is the rhetorical strategy of using logical arguments, facts, statistics, or evidence to persuade the audience. By presenting clear reasoning and reliable data, a language user builds a logical case that appeals to the audience’s sense of rationality.

4. Framing: Framing is concerned with how information is presented or arranged to shape the audience’s perception of an issue. By framing issues in particular ways, language users can emphasize given areas while downplaying others, influencing how the audience understands and responds to the topic. In a media discourse, for instance, a government’s budget cuts might be framed as ‘necessary fiscal responsibility’ or as ‘harmful austerity measures,’ depending on the political point of view of the text.

5. Metaphor: Metaphor compares two dissimilar things, often to help the audience understand complex or abstract concepts through familiar terms. Metaphors often shape the way people think about and how they interpret issues by highlighting certain similarities or qualities between the two compared items. In a political discourse, the economy might be described as a machine that needs to be repaired or fine-tuned. This metaphor suggests that the economy is something technical that can be controlled or fixed by experts. Discourse analysis examines how metaphors like these influence the audience’s understanding of economic issues and policy solutions.

6. Repetition: Repetition is a rhetorical strategy used for emphasis. It is used to emphasize key points, making them more memorable and reinforcing the message. Repeating certain words, phrases, or themes, help create a sense of importance and urgency around specific ideas. In Martin Luther King Jr.’s I Have a Dream speech, for instance, the repeated use of the phrase I have a dream reinforces the central message of equality and justice, creating a powerful emotional impact.

7. Polarization: This strategy creates a blunt division between two differing groups or ideas, often presenting one as morally superior and the other as undesirable, bad, or even dangerous. This rhetorical tactic simplifies complex issues and persuades the audience to take sides. In populist rhetoric, for instance, leaders often polarize the discourse by framing the struggle as between the masses or the poor and the elite or corrupt politician. 

8. Rhetorical Questions: Rhetorical questions are questions that do not require an actual response; rather, they encourage the audience to reflect on a particular issue. This strategy is usually used to guide the audience toward a desired conclusion.

9. Anecdotes and Personal Stories: This strategy humanizes abstract issues by providing real-life examples. It makes arguments relatable and emotionally resonant; it often bridges the gap between facts and the audience’s experiences. For instance, the language user may share a story about a family who could barely afford to pay for medical treatment, using this example to argue for reform.

10. Parallelism: This strategy involves using similar grammatical structures in a series of related phrases or sentences, thereby creating a rhythm and reinforcing the speaker’s message. This is usually deployed to emphasize key points and make the discourse more persuasive and memorable. An example of this is John F. Kennedy’s famously used parallelism: Ask not what your country can do for you — ask what you can do for your country. 

4.0 METHODOLOGY

The text analyzed is the address presented by the incumbent President and Commander-in-Chief of the Armed Forces of the Federal Republic of Nigeria, President Bola Ahmed Tinubu on 4 August 2024 to tell the protesting youth to stop the ongoing nationwide protest against his administration. The full text of the address was culled from the website of The Cable on 4 May 2025. The address is made up of thirty-eight paragraphs and ninety-six sentences. The analysis is carried out in tabular form for ease of analysis and access to details. The address is split into paragraphs, and each paragraph is assigned a number (for easy reference) and analyzed in a table for closer analysis. The sentence in each paragraph is assigned a number (for easy reference). Rhetorical strategies deployed in the text are identified at the sentence level and represented in the table. The text is analyzed following the explanations of Johnstone & Andrus, (2024). Presentational Persuasion already include pathos, deixis, and repetition. They are, therefore, not given separate representation in the analysis. The aim of each is presented in the Discussion.

 

PARAGRAPH	RHETORICAL STRATEGY
1. My fellow Nigerians1. I speak to you today with a heavy heart and a sense of responsibility, aware of the turmoil and violent protests unleashed in some of our states2.	Presentational  Persuasion
2. Notably among the protesters were young Nigerians who desired a better and more progressive country where their dreams, hopes, and personal aspirations would be fulfilled1.	Presentational persuasion   (parataxis)
3. I am especially pained by the loss of lives in Borno, Jigawa, Kano, Kaduna and other states, the destruction of public facilities in some states, and the wanton looting of supermarkets and shops, contrary to the promise of protest organisers that the protest would be peaceful across the country1. The destruction of properties sets us back as a nation, as scarce resources will be again used to restore them2.	Presentational persuasion   (parataxis) & logos
4. I commiserate with the families and relations of those who have died in the protests1. We must stop further bloodshed, violence and destruction2.	Presentational persuasion   (parataxis).
5. As President of this country, I must ensure public order1. In line with my constitutional oath to protect the lives and property of every citizen, our government will not stand idly by and allow a few with a clear political agenda to tear this nation apart2.	Enthymeme,  presentational  persuasion (parataxis), &  metaphor
6. Under the circumstances, I hereby enjoin protesters and the organisers to suspend any further protest and create room for dialogue, which I have always acceded to at the slightest opportunity1. Nigeria requires all hands on deck and needs us all – regardless of age, party, tribe, religion or other divides, to work together in reshaping our destiny as a nation2. To those who have taken undue advantage of this situation to threaten any section of this country, be warned3. The law will catch up with you4. There is no place for ethnic bigotry or such threats in the Nigeria we seek to build5.	Synecdoche, metaphor,  & enthymeme
7. Our democracy progresses when the constitutional rights of every Nigerian are respected and protected1. Our law enforcement agencies should continue to ensure the full protection of lives and properties of innocent citizens in a responsible manner2.	Presentational persuasion   (parataxis)
8. My vision for our country is one of a just and prosperous nation where each person may enjoy the peace, freedom, and meaningful livelihood that only democratic good governance can provide – one that is open, transparent and accountable to the Nigerian people1.	Presentational persuasion   (parataxis).
9. For decades, our economy has remained anaemic and taken a dip because of many misalignments that have stunted our growth1. Just over a year ago, our dear country, Nigeria, reached a point where we couldn’t afford to continue the use of temporary solutions to solve long-term problems for the sake of now and our unborn generations2. I therefore took the painful yet necessary decision to remove fuel subsidies and abolish multiple foreign exchange systems which had constituted a noose around the economic jugular of our Nation and impeded our economic development and progress3.	Presentational persuasion   (parataxis), metaphor,   analogic persuasion, &  framing.
10. These actions blocked the greed and the profits that smugglers and rent-seekers made1. They also blocked the undue subsidies we had extended to our neighbouring countries to the detriment of our people, rendering our economy prostrate2. These decisions I made were necessary if we must reverse the decades of economic mismanagement that didn’t serve us well3. Yes, I agree, the buck stops on my table4. But I can assure you that I am focused fully on delivering the governance to the people – good governance for that matter5.	Presentational persuasion   (parataxis), metaphor,  & framing.
11. In the past 14 months, our government has made significant strides in rebuilding the foundation of our economy to carry us into a future of plenty and abundance1. On the fiscal side, aggregate government revenues have more than doubled, hitting over 9.1 trillion Naira in the first half of 2024 compared to the first half of 2023 due to our efforts at blocking leakages, introducing automation, and mobilising funding creatively without additional burden on the people2. Productivity is gradually increasing in the non-oil sector, reaching new levels and taking advantage of the opportunities in the current economic ambience3.	Logos, presentational  persuasion & enthymeme
12. My dear brothers and sisters, we have come this far1. Coming from a place where our country spent 97% of all our revenue on debt service; we have been able to reduce that to 68% in the last 13 months2. We have also cleared legitimate outstanding foreign exchange obligations of about $5billion without any adverse impact on our programmes3.	Presentational persuasion   (parataxis),  & logos

 

 

 

13. This has given us more financial freedom and the room to spend more money on you, our citizens, to fund essential social services like education and healthcare1. It has also led to our State, and Local Governments receiving the highest allocations ever in our country’s history from the Federation Account2.		Presentational persuasion   (parataxis), & logos.
14. We have also embarked on major infrastructure projects across the country1. We are working to complete inherited projects critical to our economic prosperity, including roads, bridges, railways, power, and oil and gas developments2. Notably, the Lagos-Calabar Coastal Highway and Sokoto-Badagry Highway projects will open up 16 connecting states, creating thousands of jobs and boosting economic output through trade, tourism and cultural integration3.		Presentational persuasion,  & logos.
15. Our once-declining oil and gas industry is experiencing a resurgence on the back of the reforms I announced in May 2024 to address the gaps in the Petroleum Industry Act1. Last month, we increased our oil production to 1.61million barrels per day, and our gas assets are receiving the attention they deserve2. Investors are coming back, and we have already seen two Foreign Direct Investments signed of over half a billion dollars since then3.		Presentational persuasion,  & logos
16. Fellow Nigerians, we are a country blessed with both oil and gas resources, but we met a country that had been dependent solely on oil-based petrol, neglecting its gas resources to power the economy1. We were also using our hard-earned foreign exchange to pay for, and subsidise its use2. To address this, we immediately launched our Compressed Natural Gas Initiative (CNG) to power our transportation economy and bring costs down3. This will save over two trillion4. Naira a month, being used to import PMS and AGO and free up our resources for more investment in healthcare and education5.		Presentational persuasion   (parataxis), & logos
17. To this end, we will be distributing a million kits of extremely low or no cost to commercial vehicles that transport people and goods and who currently consume 80% of the imported PMS and AGO1.		Presentational persuasion   (parataxis), & logos
18. We have started the distribution of conversion kits and setting up of conversion centres across the country in conjunction with the private sector1. We believe that this CNG initiative will reduce transportation costs by approximately 60 per cent and help to curb inflation2.	Presentational persuasion   (parataxis), & logos
19. Our administration has shown its commitment to the youth by setting up the student loan scheme1. To date, 45.6billion Naira has already been processed for payment to students and their respective institutions2.	Logos
20. I encourage more of our vibrant youth population to take advantage of this opportunity1. We established the Consumer Credit Corporation with over N200billion to help Nigerians to acquire essential products without the need for immediate cash payments, making life easier for millions of households2. This will consequently reduce corruption and eliminate cash and opaque transactions3. This week, I ordered the release of an additional N50billion Naira each for NELFUND – the student loan, and Credit Corporation from the proceeds of crime recovered by the EFCC4.	Presentational persuasion   (parataxis), & logos
21. Additionally, we have secured $620million under the Digital and Creative Enterprises (IDiCE) – a programme to empower our young people, creating millions of IT and technical jobs that will make them globally competitive1. These programmes include the 3Million Technical Talents scheme2. Unfortunately, one of the digital centres was vandalised during the protests in Kano3. What a shame!4	Presentational persuasion,  & logos.
22. In addition, we have introduced the Skill-Up Artisans Programme (SUPA): the Nigerian Youth Academy (NIYA), and the National Youth Talent Export Programme (NATEP)1.	Logos
23. Also, more than N570 billion has been released to the 36 states to expand livelihood support to their citizens, while 600,000 nano-businesses have benefitted from our nano-grants1. An additional 400,000 more nano-businesses are expected to benefit2.	Logos
24. Furthermore, 75,000 beneficiaries have been processed to receive our N1million Micro and Small Business single-digit interest loans, starting this month1. We have also built 10 MSME hubs within the past year, created 240,000 jobs through them and 5 more hubs are in progress which will be ready by October this year2.	Presentational persuasion,  & logos.
25. Payments of N1billion each are also being made to large manufacturers under our single-digit loans to boost manufacturing output and stimulate growth1.	Logos
26. I signed the National Minimum Wage into law last week, and the lowest-earning workers will now earn at least N70,000 a month1.	Presentational persuasion,  & logos.
27. Six months ago in Karsana, Abuja, I inaugurated the first phase of our ambitious housing initiative, the Renewed Hope City and Estate1. This project is the first of six we have planned across the nation’s geopolitical zones2. Each of these cities will include a minimum of 1,000 housing units, with Karsana itself set to deliver 3,212 units3.	Presentational persuasion,  & logos.
28. In addition to these city projects, we are also launching the Renewed Hope Estates in every state, each comprising 500 housing units1. Our goal is to complete a total of 100,000 housing units over the next three years2. This initiative is not only about providing homes but also about creating thousands of jobs across the nation as well as stimulating economic growth3.	Presentational persuasion,  & logos.
29. We are providing incentives to farmers to increase food production at affordable prices1. I have directed that tariffs and other import duties should be removed on rice, wheat, maize, sorghum, drugs, and other pharmaceutical and medical supplies for the next 6 months, in the first instance, to help drive down the prices2.	Presentational persuasion,  & logos.
30. I have been meeting with our Governors and key Ministers to accelerate food production1. We have distributed fertilisers2. Our target is to cultivate more than 10 million hectares of land to grow what we eat3. The Federal Government will provide all necessary incentives for this initiative, whilst the states provide the land, which will put millions of our people to work and further increase food production4. In the past few months, we have also ordered mechanized farming equipment such as tractors and planters, worth billions of Naira from the United States, Belarus, and Brazil5. I can confirm to you that the equipment is on the way6.	Presentational persuasion,  & logos.
31. My dear Nigerians, especially our youth, I have heard you loud and clear1. I understand the pain and frustration that drive these protests, and I want to assure you that our government is committed to listening and addressing the concerns of our citizens2.	Presentational persuasion
32. But we must not let violence and destruction tear our nation apart1. We must work together to build a brighter future, where every Nigerian can live with dignity and prosperity2.	Presentational persuasion
33. The task before us is a collective one, and I am leading the charge as your President1. A lot of work has gone into stabilising our economy and I must stay focused on ensuring that the benefits reach every single Nigerian as promised2.	Presentational persuasion
34. My administration is working very hard to improve and expand our national infrastructure and create more opportunities for our young people1.	Presentational persuasion
35. Let nobody misinform and mis-educate you about your country or tell you that your government does not care about you1. Although there have been many dashed hopes in the past, we are in a new era of Renewed Hope2. We are working hard for you, and the results will soon be visible and concrete for everyone to see, feel, and enjoy3.	Presentational persuasion
36. Let us work together to build a brighter future for ourselves and for generations to come1. Let us choose hope over fear, unity over division, and progress over stagnation2. The economy is recovering3. Please, don’t shut out its oxygen4. Now that we have been enjoying democratic governance for 25 years, do not let the enemies of democracy use you to promote an unconstitutional agenda that will set us back on our democratic journey5. FORWARD EVER, BACKWARD NEVER!6	Presentational persuasion, personification.
37. In conclusion, security operatives should continue to maintain peace, law, and order in our country following the necessary conventions on human rights, to which Nigeria is a signatory1. The safety and security of all Nigerians are paramount2.	Presentational persuasion.
38. Thank God, and thank you for your attention, and may God continue to bless our great Nation1. Thank you very much2.	Presentational persuasion.

 

5.0 RESULTS

 The rhetorical strategies in the address are given in tabular form below.

Fig. 2

Rhetorical Strategy	Presentational persuasion	Logos	Enthymeme	Metaphor	Synecdoche	Personification	Analogy	Framing
Paragraph	1-5, 7-11, 12-18, 20, 21, 24, 25-38.	3, 11-21, 30	5, 6, 11	5, 6, 9, 10	6	36	9	9, 10
Total /38	33/38	13/38	3/38	4/38	1/38	1/38	1/39	2/38
Total number of sentences = 96	81	52	10	8	1	2	2	8

 

Fig. 3

6.0 Discussion

President Tinubu, in the analysed address, deployed more instances presentational persuasion towards quelling the agitation of the protesting youths. As seen in the results section above, presentational persuasion pervaded the address, featuring in 33 of the 38 paragraphs and in 82 of 96 sentences. The President deployed this persuasive strategy because it was clear that the youths are angry, especially calling his administration ‘bad governance’ and that he should put an end to his pattern of governance. He therefore wished to impress on the mind of his audience the claim of his argument and make it present in their consciousness as much as possible by repeating it, paraphrasing it, and/or calling aesthetic attention to it. This is the aim of presentational persuasion (Johnstone & Andrus, 2024).

The second most deployed strategy is the logos. This strategy featured in 13 of the 38 paragraphs and 52 of the 96 sentences. The Presidents sought to persuade the audience through the use of facts and acclaimed achievements to persuade the audience. He presented data to prove his achievements so far and presents these as reasons for mitigating the rationality behind the protest. However, logical arguments featuring premises and logical conclusions were not presented to appeal to the sense of reasoning of the protesting youths. He deployed enthymeme in 3 of the 38 paragraphs, and in 10 of the 96 sentences he used. Bearing in mind that enthymeme presents only one proposition (instead of two) on which the conclusion is based, leaving the audience to fill in the other one. The idea is that the audience will depend on shared knowledge and belief in order to come to the intended conclusion.

However, considered against the background of existing protest tagged ‘End-Bad-Governance’, it is contextually clear that the youths have considered the administrative patterns and acclaimed achievement and considered all as ‘bad’ before embarking on the protest. The use of enthymeme where a premise is omitted leaving the audience to seek it out in a protest situation could be counter-productive. The protest continued without abating as planned despite this address. The address had no effect on the audience because the protest continued as the major causes of the protest - the mass unemployment, insecurity and lack of representation and engagement in the national decision- making parliament (Udousoro, Daniel, & Iton, 2024) – did not receive a discursive attention.

It is important to note that despite the prolific use of presentational persuasion and the other rhetorical strategies deployed in the address, the protesters did not shift ground. Johnstone & Andrus (2024) note that a particular persuasive strategy that proves effective and acceptable in one situation may fail in another. This is especially so if pre-acknowledged differences of view make people disinclined to do the interpretive work required to figure out what the interlocutor is trying to do.

7.0 Conclusion

This paper has investigated how language was used in real-life in the address of President Tinubu through the deployment rhetorical strategies against the sociopolitical and sociocultural contexts of the end-bad-governance-protest that held between August 1 – 10 2024. The functions of these strategies and their effect on the audience have been studied. The core goal of rhetorical strategies is to persuade an audience and influence their understanding and actions through the skillful use of language. These strategies are used to connect with an audience emotionally and logically, encouraging them to empathize with a position or see the merits of an argument. As seen in the address studied, the strategies did not achieve the desired effects, and it is recommended that their selection and deployment not be totally predicated on set political goals but more on observed pre-acknowledged differences of view of both the situation and the audience.

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