| Title: | Gender Differences in Perception of Social Media Rhetorical Devices Employed by Candidates in the 2023 Presidential Election among Electorate in Benin City, Nigeria |
| Author(s): | Emeke Precious Nwaoboli, Ambrose O. Uchenunu & Ezekiel S. Asemah |
| Abstract: | Background: The 2023 Nigerian presidential elections saw significant engagement on social media, where presidential candidates employed various rhetorical devices to sway voters. Understanding the attitudes of different demographic groups towards these devices is crucial for effective political communication. Objectives: This was carried out to ascertain the level of awareness of male and female voters in Benin City regarding the rhetorical devices used by the 2023 Nigerian presidential candidates; compare the differences in attitudes towards rhetorical devices between male and female voters in Benin City; investigate the impact of gender on voters’ perceptions of rhetorical devices used by presidential candidates on social media; and assess the influence of rhetorical devices on voting decisions among male and female voters in Benin City during the 2023 Nigerian presidential election. Method: Employing a qualitative research design, specifically Focus Group Discussions (FGDs), the study involved 100 participants drawn from a population of 804,615 registered voters in Benin City. Participants were organized into 10 focus groups, ensuring a balanced representation of males and females. Thematic analysis was conducted to explore gender differences and identify patterns in attitudes towards rhetorical strategies such as metaphors and emotional appeals. Results: The findings revealed significant gender differences in attitudes towards rhetorical devices. Male voters preferred assertive and aggressive rhetorical styles, interpreting them as indicators of strength, while female voters favored empathetic and relatable communication styles. Conclusion: The study concludes that male and female voters in Benin City exhibit distinct preferences for the rhetorical devices used by presidential candidates on social media. Understanding these differences is essential for effective political messaging. Unique Contribution: This research highlights the importance of understanding gender dynamics in political communication, providing valuable insights for political candidates seeking to engage effectively with diverse voter demographics. Key Recommendation: Political candidates should tailor their rhetorical strategies to address the preferences of both male and female voters by incorporating emotional appeals and relatable narratives for female voters while demonstrating strength and decisiveness to engage male voters. |
| Keywords: | Gender Differences, Rhetorical Devices, Social Media Politics, Nigerian Presidential Election 2023, |
