By JKNewsMedia
Introduction:
What does it take for the public to align emotionally with campaign messages? In this tracking, we examined the attitudinal dispositions of followers of media aides and core supporters of presidential candidates on social media platforms. Our analysis shows that accepting messages is associated with positive emotions towards both the messages and their disseminators. On the other hand, negotiating and opposing messages are associated with negative dispositions towards both the sender and the message. Based on these outcomes, our analysts note that the public appears to align positively with the actors, premised on the nexus between the meanings conveyed by the actors and public expectations regarding the issues discussed.
Report
CAMPAIGN MESSAGES that attract public acceptance are overwhelmingly associated with positive sentiment, while messages that audiences negotiate or oppose face predominantly negative reactions, a TrackingNaija 2027 analysis has found.
The chart, titled “Public Reception of Campaign Conversation by Sentiment”, examines campaign-related conversations among followers of media aides and core supporters of presidential candidates on social media platforms.
It draws on Nigerian newspapers, Nigerian broadcast media from 2024 to 2026, and social media data from 2026.
The findings also show that acceptance recorded 98.03 per cent positive sentiment, with negative and neutral reactions each accounting for 0.98 per cent.
Negotiated campaign conversations, however, attracted 78.57 per cent negative sentiment and 21.42 per cent neutral sentiment, with no positive sentiment recorded.
Oppositional conversations also attracted predominantly negative reactions, accounting for 72.58 per cent of responses. Positive sentiment stood at 22.58 per cent, while neutral sentiment represented 4.83 per cent.
Also, the analysis, which recorded 12 acceptance cases, 56 negotiated cases and 61 oppositional cases, links public acceptance to positive feelings towards both campaign messages and the people disseminating them.
Conversely, negotiating or opposing messages is associated with negative dispositions towards both the message and its sender.
Finally, analysts further noted that public sentiment towards campaign actors appears to depend on how the meanings they communicate align with public expectations on the issues under discussion.
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