Film, Propaganda, and the “New Nigeria” National Philosophy


Film Propaganda Politics Poli-medium Deconstructing New Nigeria National philosophy Socio-political themes Bright Obasi “If I am President”

How to Cite

Obong, U., Ukpabio, E., & Etifit, S. (2023). Film, Propaganda, and the “New Nigeria” National Philosophy. Galactica Media: Journal of Media Studies, 5(2), 61-82.


This qualitative research examined the utility of film for political propaganda purposes and behavioral change objectives. It critically assesses how film, as a communication medium, has been optimized in constructing a national rebirth philosophy tagged “New Nigeria” political constructs. The objectives of the study were to demystify the political propaganda strategies adopted by the filmmakers in propagating the “new Nigeria” national philosophy and to unearth the latent and manifest socio-political propaganda themes embedded in the film that reinforce the ‘new Nigeria’ political philosophy.

In ascertaining the potentials of film in projecting propagandists’ ideologies, the film “If I am President” (Bright Obasi, 2018) was thematically deconstructed using the qualitative content analysis research design. The “New Nigeria” political constructs content-analyzed were placed into discourse paradigms, and discussions were attempted using the critical discourse analytical method.

A deconstruction of the latent socio-political themes in the film revealed the filmmakers’ subtle utilisation of mental conditioning, mental provocativeness, ‘scapegoatism’, psycho-emotional articulation, appeal to socio-political action, and entertainment-education political propaganda strategies in projecting the “New Nigeria” national philosophy for social action through behavior change.

The dominant “New Nigeria” political philosophies expressed in the film included, but were not limited to, leanings suggesting national rebirth, nation-building, socio-political egalitarianism, youth activism, digitization of national politics, techno-democracy, zero tolerance for corruption, and tolerance across racial, religious, tribal, ethnic, and political lines. These philosophies are the ideals suggested in the film as cardinal constructs and conditions for the rebirth of a new nation, thus, “New Nigeria”.


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