| Abstract: |
This study examines the nature, slant, and dominant themes of Instagram readers' comments on political issues during Nigeria's 2023 electioneering period. Existing election coverage studies focus on media framing, bias, and agenda-setting, but rarely on audience responses in online comments. Using a qualitative method, the study analysed 879 comments from Instagram posts by The Punch, Sahara Reporters, and Pulse Nigeria. Two political stories— “Obasanjo Endorses Peter Obi for Presidency” and “National Rescue Movement Seeks Obi's Disquali?cation over Dual Citizenship”—were selected. Most comments had an unserious tone, using humour, sarcasm, and satire, and were largely negative. Thematic analysis showed patterns of endorsement, criticism of dominant parties, scepticism about the electoral process, ethnic and religious sentiments, and electoral apathy. Online readers' comments were mostly unserious and negative, indicating that political content was treated more as entertainment than as discussion. Media organisations should use readers' comments as feedback and develop strategies to promote constructive online political discourse. |
