College of Leadership and Development Studies

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Start date: 2023Has files: Yes

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    Going superstitious and blaming the invisible “other”: a linguistic appraisal of social media posts on “village people”
    (Languages and Cultures, Vol. 58, 2024) Igwebuike, Ebuka Elias; Chimuanya, Lily; Egwu, Anya Ude
    In this study, we explore how superstitions and blame are weaved in the linguistic con structions and representations of “village people”, the infamous mystic villains. Using Cultural Discourse Analysis (CuDA), we examine selected social media tweets and posts in which netizens deployed a mix of linguistic humour, the traditional African belief sys tem, and quasi-religious sensibilities to project the irrational belief in supernatural infl u ences of village people. We show how discursive conceptualisations such as evilifi ca tion, enemifi cation, remote controlling and monitoring are used superstitiously to blame the imaginary “village people” for individual and personal adversities of the unfortunates. This article underscores how peculiar Nigerian socio-religiosity and shared socio-cultural background shape the instantiations of fear and the institution of potency of vicious su pernatural powers.
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    Hashtag activism: Analysing linking discourse markers in #ArewaMeToo conversations on X platform
    (Masyarakat, Kebudayaan dan Politik, 2025) Chimuanya, Lily; Uduak-Abasi, Uyah
    Hashtag activism has emerged as a powerful tool for online advocacy, enabling marginalized individuals to gain visibility and foster collective action. In the absence of physical cues, users rely on linguistic elements to express engagement and support through linking discourse markers. Therefore, the subject of this study focuses on how connecting discourse markers are used in the #ArewaMeToo online conversation to express stance and inclusivity, on sexual violence. The study also explores how discourse markers function as substitutes for physical conversational cues in online activism. The study was conducted in 2024 using a qualitative method. Data were purposively selected from #ArewaMeToo conversations on X platform in Nigeria and grouped through discourse analysis. The database was collected from 300 tweets, with 63 tweets selected for analysis and reproduced in this study as representative examples. The findings of the study revealed that the discourse markers employed in the #ArewaMeToo movement such as cohesive devices, punctuation and capitalization have emerged as crucial tools for conveying engagement, support, emotional intensity and reinforcing advocacy. The study concludes that linking discourse markers substitute for vocal differences and serve as linguistic resources that signal solidarity, emotion, and resistance in the fight against sexual violence
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    Indirect Speech Act Strategies in Nigerian Online Marketing Discourse on Beauty Products
    (Journal of English Scholars’ Association of Nigeria, 2025) Chimuanya, Lily; Oladapo, Toyosi Tosin; Owoeye, Samuel T.; Tagbo, Chika
    Marketing communication is shaped in part by the perception of what consumers need and value as well as by their interests, preferences, and demographic data. Marketers generally attempt to segment their target market when choosing an audience so that they could modify the message's content and the distribution method to reach a specific audience. This study examines the discourse strategies employed by beauty product marketers on social media, with particular emphasis on the Indirect Speech Acts (ISAs). A total of 200 data set comprising 100 from Facebook and 100 from Instagram are analysed drawing on insights from John Searle’s (1979) taxonomy. The findings show the recurrent use of representative, directive, commissive, expressive, inquire, and integrative acts, with declarative, imperative, and interrogative having the highest frequency. However, Integrative speech acts exhibit the highest frequency across all brands, as they frequently engage followers by referring to them as if they were part of a family unit, indirectly urging them to take specific actions. Furthermore, many of the speech acts display similar sentence structures but have different intentions or functions, primarily serving as indirect speech acts. The study concludes that the indirect speech acts are persuasive in nature, aimed to compel potential clients and boost sales.
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    Peace in the shadow of conflict: exploring the potential of constructive language strategies in Israel–Hamas relations
    (International Journal of Conflict Management, 2025) Osimen, Goddy Uwa; Dele-Dada, Moyosoluwa; Chidozie, Felix; Osere, Janefrances Nkem
    Purpose – This study aims to explore the potential of constructive language strategies in transforming and creating open avenues for sustainable peacebuilding amid ideological rigidity and cycles of retaliatory violence. Design/methodology/approach – Using critical discourse analysis grounded in the theory of linguistic relativity, moral disengagement, structural violence and epistemic injustice, this study analyses 75 purposively sampled texts, including official statements, media reports and grassroots communications. The analysis is structured across textual, discursive and sociocultural levels, with coding conducted through NVivo 12. Findings – The findings demonstrate that language is not merely a reflection of conflict but a powerful tool in shaping it. Dehumanising, moralising and binary narratives dominate official discourse from both parties, sustaining hostilities and limiting the discursive space for peace. Practical implications – Constructive communication strategies, particularly in ceasefire negotiations, education and media reporting, can lower emotional intensity, challenge adversarial narratives and foster environments conducive to dialogue and reconciliation. Originality/value – This research moves beyond traditional analyses of military and political strategies to offer a discourse-centred perspective on peacebuilding, revealing both the potential and limitations of language as a transformative tool in asymmetric conflicts.
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    Between Tradition and Modernity: Patriarchy and Power Dynamics in #ArewaMeToo Discussions on X Platform
    (Ianna Journal of Interdisciplinary Studies, Volume 7, Number 2,, 2025) Chimuanya, Lily; Uduak-Abasi, Uyah
    Background: Language is crucial to the production of discourses that legitimize sexual violence and rape since language is a symbolic system of power. It is through such power of discourse, that sexual violence and rape victims form linguistic narratives that enable them to share their experiences. Objective: This research examines the patriarchal, religious, and cultural practices that legitimise sexual violence in Nigeria on the X platform. Methodology: This study employed a qualitative design using Fairclough’s model of Critical Discourse Analysis. Data were purposively gathered and thematically coded. The sampled tweets comprise 100, manually gathered from #ArewaMeToo on X, produced by Nigerians. These tweets were numbered randomly from T1 to T100 based on how the data was gathered. (‘T’ represents tweets). Results: Results indicate that strong religious and cultural explanations underpin the prevalence of rape and sexual violence practices in Northern Nigeria. It also provides evidence that patriarchal power structures enhance these practices. This accounts for the prevalence of certain ideologies that accompany such events, such as the ideology of silence and fear, shame, and stigma. Unique Contribution: This study has revealed how X serves as a platform for users to express opinions on posts made by survivors and victims’ experiences of rape and sexual violence. Conclusion: This study concludes that the conversations on the Nigerian X platform reflect some ideological perspectives and contentions underlying rape and sexual violence as well as reactions showing disapproval for such ideologies. Recommendation: Further studies may embark on a critical discourse analysis of other hashtags that address rape and sexual violence and a critical discourse analysis of gender inequality using other social media platforms
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    Tracking Mental Health: A Social Semiotic Analysis of Instagram Discourse
    (Pakistan Journal of Life and Social Sciences 22(2), 2024) Anake, Scholastica Andokie; Chimuanya, Lily; Nnorom, Paulinus N.; Ogbulogo, Charles U.
    Mental health issues are increasingly common, affecting millions of people worldwide. This health challenge has both social and economic implications for individuals and society. By examining how language is used in mental health discourse on social media, people can better understand how it shapes perceptions, experiences, and interactions, ultimately informing more effective and supportive communication practices. This study investigates how mental health discourse is represented on two selected Instagram platforms, Sanemind and the NEEM Sanctuary, using a purposive sampling technique to select cases that are intentionally chosen for their relevance to mental health discourse. By combining social semiotics, linguistics, and mental health research, the study bridges the gap between these fields and offers insights into mental health concerns on social media. Using Kress and van Leeuwen's (1996) social semiotics framework, this study examines how language and other semiotic resources facilitate or hinder empathetic understanding, diagnosis, and treatment. Our analysis reveals specific strategies used by users to advocate for mental health awareness and support, such as representation, pigmentation, and framing used to highlight contemporary mental health complexities. This study contributes to a deeper understanding of mental health discourse on social media, informing strategies for promoting awareness, support, and resources. Our findings have implications for mental health promotion, social media platform design, and online support community development.
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    An Investigation of The Dominant Themes In Online Political Leadership Campaigns: A Case Study Of The OBIdient Campaign Discourse on X
    (Ianna Journal of Interdisciplinary Studies, Volume 7, Number 2, 2025) Chimuanya, Lily; Tagbo, Chika; Owoeye, Samuel T.
    Background: The persuasive function of language is perhaps most evident in political campaigns.The Nigerian political context is expected to reflect a robust adaptation of persuasion. Therefore,the OBIdient movement, a new phenomenon in the Nigerian political space, would offer anengaging framework for evaluating the persuasive dynamics of political communication inNigeria. Objective: This study investigates the dominant themes in the OBIdient campaign discourse on X(formerly Twitter). Methodology: This research used a descriptive qualitative research design. The data for this workwere drawn from tweets from members of the OBIdient campaign movement. Dell Hymes' (1964)ethnography of communication (SPEAKING) was used to analyse the tweets from members ofthe OBIdient campaign movement. The ethnographic dimensions of the campaign necessitated thechoice of this model. Results: The findings of this study revealed the following dominant themes: persuasion,admiration, gratitude, religion/focus, transparency/good governance, hate politics, and politicalkilling. Unique Contribution: This work adds to the sparse literature available in this area and the use ofDell Hyme’s Ethnography of Communication - SPEAKING model in doing a case study analysisof political discourse. Conclusion: Social media platforms have changed the dynamics of political discourse globallyand Nigeria is no exception. Recommendation: Further studies may consider a comparison between data obtained from othersocial media platforms using a different theoretical framework. The researchers believe thatsuggested further studies would most likely widen the horizon of the impact of the #Obidientpresidential campaign of 2023
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    A Linguistic Investigation of Mental Health Discourse on Instagram: A Transitivity Approach
    (Forum for Linguistic Studies Volume 07 | Issue 06, 2025-06) Anake, Scholastica Andokie; Chimuanya, Lily; Evaristus, Adesina; Kayode, Oluwagbenga A.; Ogbulogo, Charles U.
    Online discourse has contributed to the widespread dissemination of mental health awareness (MHA) worldwide. These mental health advocacies are mediated using discourse, also known as language in use. However, studies on online MHA, especially from the perspective of applied linguistics in Nigeria, appear to be few. Therefore, this study examined MHA discourse in two purposively selected Instagram platforms: Sanemind and the NEEM Sanctuary. The study’s objective is to identify the discursive contents in the selected platforms and the lexical resources in the selected MHA texts using a mixed method of data analysis. The data were analysed using the transitivity strand of the systemic functional analysis. The data analysis and discussion of findings identified three main themes of diagnosis, treatment, and recovery communicated through the transitivity processes: material, mental, verbal, relational, behavioural, and existential processes. This study concludes that the material process of ‘doing’ and ‘happening’ are the most used verbs for communicating MHA, followed by the verbal process of ‘saying’ and the relational process of ‘being’, which indicates that mental health concerns are more prone to what people do, say and their relationship with self and others. The study recommends that online content creators must ensure the lexical resources employed in mental health awareness communications are accurate, concise, and clear to avoid misrepresentation and misunderstanding of their intended messages. Thus, they may require the services of language and linguistics experts to review their online content
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    A Transitivity Analysis of Mental Health Awareness Discourse on Instagram
    (Word (Routledge Tailor and Francis Group), 2025) Anake, Scholastica Andokie; Chimuanya, Lily; Ogbulogo, Charles U.
    Discourse is dynamic, varied, and tailored to match the communication needs of an environment. In Nigeria, the need to communicate mental health awareness (MHA) is imminent; thus, the advent of social media discourse allows mental health awareness content creators to reach a wider audience. The study aims to identify the predominant MHA themes in two purposively selected Instagram platforms, Mentally Aware Nigeria Initiative (MANI) and She Writes Woman (SWW), and to analyze the recurrent linguistic resources in the selected MHA texts. The study uses the transitivity framework for descriptive-qualitative and qualitative data analysis. The findings show three major themes: diagnosis, treatment/therapy, and prevention/recovery. It also shows the material process as the most frequently used transitivity in mental health awareness advocacy on both Instagram pages. This suggests that the triggers of mental health issues are majorly related to the verbs ‘doing’ and ‘happening’, from diagnosis and treatment processes to recovery.
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    MARRIAGE AND FAMILY THERAPY: CONCEPTS, APPROACHES, AND CHALLENGES
    (Nnadiebube Journal of Social Sciences, 2025) Gesinde, Abiodun M; Sogbesan, Olufemi I; Adekeye, Olujde A
    Marriage and Family Therapy (MFT) is a distinct and impactful form of psychotherapy that focuses on treating relational dynamics rather than solely individual pathology. This paper explores this field's core concepts, approaches, and challenges. It begins by differentiating between marriage and family counselling, which is often short-term and skills-focused, and therapy, which delves into deeper, long-term emotional and psychological issues. The historical development of MFT is traced from its roots in early marriage counselling to the rise of systemic family therapy in the mid-20th century, highlighting key pioneers like Murray Bowen, Salvador Minuchin, and Jay Haley. Furthermore, this paper contrasts MFT with traditional individual and group therapy, emphasising MFT's unique systemic perspective. Unlike individual therapy, which focuses on intrapersonal issues, MFT views the family as an interconnected unit where a member's problem affects the entire system. This paper also discusses how hybrid approaches increasingly blend these modalities to provide more holistic and effective treatment. Finally, the paper outlines the multifaceted goals of MFT, which include enhancing communication, building resilience, setting realistic expectations, and fostering empathy among family members.