Atiku Abubakar

By Salisu Yusuf

Saturday, the 21st of August, 2021, marks a black day in our march towards achieving social equilibrium among Nigeria’s two social classes: the poor and the elites. The picture on social and conventional media of President Buhari, former President Jonathan, Atiku Abubakar, Femi Fani-Kayode, etc., dining, laughing, exchanging banter, posing for the camera at Bichi speaks volumes on the future of the masses in Nigeria.

On the one hand, these men would quarrel, argue and set their followers against each other just to win elections. But, on the other hand, they shower elitist solidarity to one another when anyone in the circle is celebrating or mourning. Alas, it’s the poor who’s socially excluded even though it’s through him they rode to power. 

While the glitz and glamour were going on at Bichi and Aso Villa, in Batsari, Danmusa and many palaces, people are running for their lives; some are bereaving the dead ones. Moreover, many are abducted by bandits. For example, over 150 Islamiyya students from Attagina (Tegina) in Niger State were, for months, in captivity. Six died, including a three-year-old boy. What do you think if these children belong to the upper class? It’s high time our politicians show class, empathy and maturity.

Today, Nigeria represents every aspect of George Orwell’s Animal Farm. “All animals are equal, but some animals are more equal than others,” says the satiric work! Clover, one of the most loyal and hardworking characters, symbolises the Nigerian poor. For the poor is the only symbol of loyalty and toil to the Nigerian state like Clover. Clover’s realisation toward the end of the novel of betrayal of the so-called revolution depicts the current sad reality:” if she herself had any picture of the future, it had been a society of animals set free from hunger and the whips, all equal, each working according to his capacity, the strong protecting the weak.” 

Photos of the number of jets grounded at Aminu Kano International Airport on social media depicts the sad reality. On the one hand, it reveals the massive gap between the elites and the poor. But, on the other hand, it reveals the security situation in the country and why our elites are reluctant to address it; they travel on planes, we travel by road, where kidnappers set up roadblocks. 

From the wedding scene, receptions, the phones distributed, to Abuja where the bride is conveyed, the glamour exhibited reflects how far we’ve regressed to the version of 18th-century capitalist Britain and its attendant ‘Enclosure System’. Oliver Goldsmith sums up our predicament in his famous ‘The Deserted Village’ when he says, ” to see profusion one cannot share, to see ten thousand baneful arts combined.. to pamper luxury and thin mankind.” 

Today, there are designated federal parastatals and ministries such as Petroleum, Finance, CBN, Federal Inland Revenue, etc., where the children of the poor can’t work; for them, these covetous places are uncharted territories. They’re meant for the rich.

Today, our leaders are attributed with everything elitist and why elitism represents. One salient legacy our man will be remembered is his earnest response to elites’ birthdays. They’re the hallmarks of elitism because they’re the only group who celebrate it. However, a poor isn’t after birthdays; he contends with his security and daily bread in a hostile socio-economic environment. Thus, he neither gets the bread nor feels secured; he’s barred from farming by a group that catches him and demands a ransom from his low-income family members who are too hungry to pay.

Sadly, the so-called ardent supporters couldn’t differentiate between sad reality and fantasy. Those who sometimes cried in the past, when we were in the new normal, can’t cry now when the new not normal sets in. We’re besieged from every angle of our home. The attack on the Nigerian Defence Academy (NDA) this week is the last straw…the definition of Nigeria and what it symbolises: chaos.

The government has so far mastered the art of rhetoric. They can rhetorically speak in the language the criminals understand; but can’t speak in the language the Talakawa understand: that provides the basic social services.

Never in the history of politics in Nigeria has a political figure garnered so much goodwill and solidarity from the poor like President Buhari. But, alas, the goodwill and the solidarity aren’t reciprocated. A conscientious man can’t sleep soundly when his subjects are daily hunted like dogs. Those poor masses who toil and sweat… 

As for now, the hope of the poor is so slim, for hunger, bandits, and elites besiege him.

Salisu Yusuf writes from Katsina. He can be reached via salisuyusuf111@gmail.com.

By Daha Tijjani, PhD

Celebrity endorsement is a technique in advertising that possesses persuasive power to influence consumers’ decisions and target audiences. As a result, it remains a popular way for marketers to promote their brands, products, and services.

In political communication, it is one of the tools used to project the image of political parties and candidates in the minds of electorates and ultimately influence voters’ decisions.

However, numerous studies have found that several products have failed to attract customers’ attention despite being endorsed by celebrities.

Several researchers have investigated the effect of celebrity endorsement on products. However, few studies have looked at the impact of celebrity endorsement on political parties and their candidates. Also, little is known about the effects of celebrity endorsement and branding of political parties when it comes to developing economies.

Thus, knowing the effects of celebrity endorsement and branding of political parties and their candidates will give valuable insights to the party leadership on what strategy they should adopt when embracing a celebrity to help their brand.

As a result of this perceived lacuna, a group of researchers from universities in Nigeria, Ghana, Malaysia, and Germany examined the effects of celebrity endorsements of political parties using the Nigerian 2019 Presidential elections as a case study. The study report was published by Technium Social Science vol 22 (2021): A new decade for social change. 

The study investigated and discerned the factors motivating eligible voters in Nigeria to vote, using the predictors (Endorser Credibility, Political Brand Credibility, Political Brand Equity, and Voting Intention). The study also examined the mediating role of Political Brand Credibility (PBC) and Political Brand Equity (PBE) towards Voting Intention (VI).

The data for the study was collected in 2019 from 320 eligible respondents with Permanent Voters’ Cards (PVC) from the cluster of 6 geopolitical zones in Nigeria, including the Federal Capital Territory.

The study has found that the endorsement of celebrities alone does not necessarily influence electorates to vote for political candidates. Instead, the credibility of the party and its equity play a pivotal role in the voting intention of voters.

Despite being credible with attributes such as Attractiveness, Trustworthiness and Expertise, the study further revealed that the celebrity endorser is not a good predictor of positive voting intentions. Likewise, the findings revealed that a credible endorser would not have a positive and significant effect on a political party’s brand equity.

Taken collectively, the new empirical findings in this study would provide a new understanding of this new political marketing strategy in the Nigerian context. Furthermore, the insights gained from this study may assist the political parties to focus and invest more effort, resources, and energy in branding their parties with meaningful manifestos that would touch the lives of the electorates.

How to Cite: Abdurrahaman, D. T., Owusu, A., Bakare, A. S., Apejoye, A., Ibrahim, M. M., & Ahmad, T. H. (2021). Assessing the effects of Celebrity Endorsements of Political Parties: An empirical study of Nigerian 2019 Presidential Elections. Technium Social Sciences Journal, 22(1), 676–699.Retrieved from https://techniumscience.com/index.php/socialsciences/article/view/4266

Note: The corresponding author can be reached via dahatijjani@gamil.com or Twitter handle @dahatijjani.

By Adamu Bello Mai-Bodi

The wedding Fatiha of Yusuf Buhari and the daughter of Sarkin Bichi was held with pomp and pageantry. All roads led to Bichi on Friday, 18 August 2021. As many as 80 aircraft brought guests to kano to witness the first son’s tying the knot to a Bayero descendent princess. To the amazement of many, the guests were dignitaries and politicians of different persuasions from across the country, who, albeit their differences, gathered to bless the occasion while they wine, dine, and exchange banters with each other. 

The sportsmanship they exhibited was awe-inspiring and outlandish for Nigerian politicians. It may be unintentional, but it should be an eye-opener to Nigerians at the bottom of the ladder. It sent a strong message to the youths, especially bootlickers, sycophants and the so-called media warriors who are ever ready to insult, blackmail, curse, condemn, disrespect and assassinate the characters of their bosses’ supposed political enemies at the expense of their self-esteem. There is no point in attacking and counterattacking one another in defence of these pretenders who only follow their aggrandisements without definite ideology whatsoever.

On Friday, the cliche about “no permanent friend or enemy in politics” was in full gear at Bichi Emir’s palace. Buhari, Atiku and Jonathan were present. Many former and serving Ministers, Governors, Senators Representatives and many other shot callers bundled themselves in Bichi palace with no regard to PDP, APC, South, North or East etc. Everyone was eventually their brothers’ keepers. Most notable was the unexpected comradeship between the former Aviation Minister Femi Fani Kayode and Malam Isah Pantami, the current Minister of Communication and Digital Economy. Given the hostility shown by the former towards the latter, many people were shocked.

If these old guys can forget their bitter differences and mingle to celebrate and or commiserate with one another depending on the situation, I think the downtrodden, especially youth are in a better position to embrace the culture of tolerance and to desist from being the tool for political attacks between these dissemblers who would be at each other’s throats only when their whims and caprices differ and would befriend themselves when their path crosses.

Hopefully, many discerning minds would heed this event and free themselves from unnecessary hatred, criticism, and resentment. Let love, mutual respect and fair play lead the way in all endeavours regardless of affiliations, be it political, regional or religious. “Experience,” they say, “is the best teacher”. May we be guided.

Adamu Bello Mai-Bodi writes from Gidado Bombiyo residence, K/kaji Azare.