The True Cost of Poor Political Communication in Nigeria
By Maryam Farouk
It is no longer news that public officials, political actors, and even government spokespersons sometimes contribute to the deliberate escalation of fake news for political gain. What is more troubling is that some officially designated press secretaries and spokespersons—whose responsibility is to clarify government actions—often take communication routes that worsen confusion rather than resolve it.
This emerging trend reveals a deeper problem: Nigeria lacks a coherent, ethical, and strategic approach to political communication. In such an environment, misinformation thrives, public trust erodes, and governance suffers.
Political communication refers to the processes through which political actors—government officials, political parties, candidates, the media, civil society groups, and citizens—create, transmit, interpret, and contest political messages. In a democratic society, it is the bridge between leaders and the people. But in Nigeria, that bridge is often shaky.
As Nigeria navigates the complexities of democratic consolidation, digital transformation, and socio-cultural diversity, the communication space mirrors these contradictions. Traditional media—radio, TV, and newspapers—still shape national conversations, especially in rural communities. At the same time, digital media platforms such as X, Facebook, TikTok, Instagram, and WhatsApp have emerged as dominant spaces where political narratives are built, contested, and weaponized.
Town halls, religious gatherings, community meetings, billboards, and market campaigns continue to serve as the traditional backbone of political engagements. Yet the challenges persist: misinformation, media bias, low media literacy, intimidation, propaganda, and the digital divide. These factors undermine effective political communication and weaken the democratic process.
To improve Nigeria’s political environment, strengthening the media landscape, promoting digital literacy, safeguarding press freedom, and fostering inclusive political dialogue are essential. These steps will help build an informed citizenry and enhance accountability.
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Mr. Ahmad Danyaro, former Senior Special Assistant on Media and Public Relations to the former Governor of Jigawa State, made this point during a visit to the 2025 PRNigeria Young Communicators’ Fellowship in Abuja. He emphasized that media communication plays a pivotal role in shaping political discourse, setting the agenda, and influencing public opinion.
According to him, “The media determines which issues gain public attention. As an SSA, my duty was to remain proactive—countering internal or external pressures, threats, and political manipulation that could damage the public image of my principal.”
This insight highlights a broader truth: political communication is not merely a tool for distributing information; it is a strategic shield, a governance mechanism, and a public accountability instrument.
For example, when the Federal Government rolled out the Cashless Policy, the Central Bank of Nigeria leveraged press briefings, radio announcements, and TV interviews to educate citizens on its benefits and implementation procedures. This proactive approach helped reduce confusion and promoted adoption—a clear demonstration of communication as a governance tool.
In recent years, the Tinubu administration has also made efforts to improve political messaging. Through virtual town halls, mid-term reviews, and unified messaging around the “Renewed Hope” agenda, the government has tried to bridge the gap between policy and public understanding. However, the strategy remains fragmented. Many Nigerians still perceive government communication as reactive, defensive, and sometimes disconnected from the daily realities of citizens.
What Nigeria needs is not more communication channels but more intentional storytelling, strategic coordination, and ethical consistency across government agencies. Citizens deserve timely, accurate, and relatable information. They deserve spokespersons who defend truth, not political interests. They deserve a media ecosystem that informs, not inflames.
At its best, political communication strengthens democracy. At its worst, it becomes a tool of manipulation that drives citizens into deeper distrust.
Nigeria stands at a crossroads. To rebuild confidence in governance, leaders must embrace communication as a responsibility, not a weapon. The future of our democracy depends on it.
Maryam Farouk is a Multimedia Broadcast Journalist and PRNigeria Fellow. She wrote via [email protected]
