Multimodal Discourse Analysis of Language, Migration and Identity in Peter Obi’s “Japa Meme in Nigeria’s 2023 Presidential Election

Abstract

This study examined the “Japa” meme statement by Peter Obi during Nigeria’s 2023 presidential election campaign, exploring how language, migration, and identity are constructed and communicated through multimodal discourse analysis. Drawing on Critical Multimodal theory (CMT), the research analyzes the linguistic, visual, and semiotic features of the meme. It investigated how these elements interact to convey meanings about youth aspirations, migration intentions, and socio-political attitudes towards national development. The study further explored public reception or perception by examining citizens’ responses, highlighting how Nigerian youth interpret and negotiate the meme’s message. Findings reveal that “Japa” functioned not merely as slang but as a symbolic expression of collective frustration, resistance and imagined futures among Nigerian youths. The term indexes social realities such as unemployment, governance failure and global mobility. The study concludes that ‘japa’ has evolved into a powerful socio-political lexeme that reflects shifting identities and the dynamic relationship between language, migration and power in Nigeria. The study contributes to sociolinguistics by demonstrating how memes function as both linguistic and cultural artefacts that mediate political engagement and identity construction in contemporary Nigeria.