LIE OR LOSE: THE BRAIN SCIENCE OF DECEPTION IN THE POLITICAL CAMPAIGNS OF NIGERIA’S ELECTION by elijahyusuf93

LIE OR LOSE: THE BRAIN SCIENCE OF DECEPTION IN THE POLITICAL CAMPAIGNS OF NIGERIA’S ELECTION.

Yusuf, Izang Elijah Department of History and International Studies, Faculty of Arts, University of Jos, P.M.B 2084, Jos, Plateau State-Nigeria. Tel: +234-8037310377; +234-7013855866

Abstract Deceptive practices have been used most effectively in Nigeria’s electoral campaigns to manipulate the psychologies and thoughts of voters in attempt to affect election results. The essence of deception is distraction! Distracting and misleading the people to expect something that would not be achieved. With a few display of gifts and dishonest words the suspicion of the gullible public are disarmed turning them into children eagerly lapping up any inconceivable promise offered to them. It is on this platform that this study takes a cursory look at the brain science of political deception in Nigeria’s electoral campaign. Research findings reveal that ‘election time is humility time’, what seems to be very important in any political campaign is the ‘message’ that is sent to the electorates. This paper exposes different persuasive techniques whose aim is to persuade the electorate to vote in the interest of the party or individuals mounting the campaign. The methodology of this research is qualitative with reliance on primary and secondary source materials interpreted analytically, on the subject matter. It is hoped that the findings of this study will provide useful information and lesson not only for understanding this discourse, but in creating awareness to the Nigerian citizenry to vote wisely and to defend their votes and demand for accountability. Keywords: Campaign, Deception, Election, Politics, Populism

Introduction Since the beginning of recorded history two notions of politics have endured, one suggests that politics is about the good of the state and the other is centred on self. Between the two, there is this consensus that politics is about “who gets what, when and how”1 In Nigeria, political speeches and populism shows provide important opportunities to convey attractive ideas and policies against those of competent candidate. 2 The Lexicon Webster Dictionary defines political campaign as “any course of aggressive action intended to 1 Segun Gbadegesin, “The Art of Political Deception”, The Nation, December 1, 2017, 7.

influence voters in an election”.3 Since the days leading to Nigeria’s political independence in 1960, political campaigns have been regular feature in the country’s political agenda. Apart from the period of military rule, there have been political campaigns, populism and deceptive speeches any time elections are about to hold in the country.4 The Fourth Republic witnessed five (5) major political campaigns from 1999-2015, and the swearing in days are, May 29 1999, May 29, 2003, May 29, 2007, 6 th May 2010 and May 29, 2015. All of these elections were each preceded by deception and lies, whose sole aim and objectives are to persuade the voters to support a particular political party or candidate. Election time is humility time for all politicians in Nigeria. Behind the façade and guise to “lie or lose”, they lie in order not to lose; they make promises upon promises to the masses, promises that never saw the light of the day. The question is how did Nigerians suddenly forget the promises made by the past administration? The promises made to create job employment for the youths, provide accessible social amenities and infrastructure to all Nigerians living in the rural and urban centres, steady electricity, and good hospitals, strengthen the agricultural sector, as well as oil and gas sectors and many others. It is on these desires, wants and demand of the people that politicians use the lying technique as a strategy to manipulate and feed on during electoral campaigns. This paper used observational experience, the print media and other sources to examine the method and strategies used by politicians during election. It also exposes the weak spot of the masses that politicians manipulate during election. Lie or Lose: The Techniques for Political Survival The acronym LOL in social media means “Laugh Out Loud”, but in political language it means “Lie Or Lose”. Average Nigerian Politicians understand and can use this technique to the fullest in order to succeed. Politicians are good deceivers, pretenders, actors and liars; they pretend to be the people’s messiah whereas they are sheep in wolf’s clothing. They only think of how to enrich their pockets, and increase great hardship and poverty on the masses. As Comrade Femi Aborisade observed: it is the true nature and character of an average Nigerian politician to be deceptive and pretend that they are for the people; whereas they know in their heart of hearts that their heart is not with the people. But they tend to make promises, which they know they would never fulfil.5

The above statement is very true for the Nigerian politicians; they lie in order not to lose elections. They call it rules of engagement in politics, one has to adopt the lying 2 David Skillicorn, and Christian Leuprecht. “Deception in Speeches of Candidates for Public Office”. Journal of Data Mining and Digital Humanities, Episciences.org, 2015, pp.43. <hal-01024985v4>https://hal.archivesouvertes.fr/hal-01024985v4 Submitted on 16 Aug 2015, (accessed 30/05/2018) 3 Lexicon Publications firm, New Lexicon Webster’s Dictionary of English Language, (New York: Lexicon Publication) 1987. 4 Emma Ezejideaku and Esther N. Ugwu , “The Rhetoric & Propaganda of Political Campaigns in Nigeria”, Journal of the Linguistic Association of Nigeria Volume 10 2007 , 9-26. www.academix.ng/documents/papers/1463569244_0935.pd (accessed 21 May, 2018), 9. 5 Felix Nwaneri, “The Return of Populism”, New Telegraph, Monday, 21st May, 2018.

technique, make promises that are tantalizing and inviting to the ears of the voters. Politicians pretend to know and share in the suffering of the people. They use this strategy to add to their advantage in politics over that of their opponents. President Goodluck Jonathan once said “he went to school with no slippers or sandals on his feet” this gave him electoral sympathy and people voted for him in 2011 election. Niccolo Machiavelli reveals that; The perfect courtier got his way through seduction, charm, deception and subtle strategy. Symbolic gestures are often enough to win sympathy and goodwill. A good gesture of selfsacrifice, for example – a show that you suffer as those around you do will make people identify with you, even if your suffering is symbolic or minor and there is real. When you enter a group, make a gesture of goodwill; soften the group up for the harsher action that will follow later.6

Politicians play into the psychologies of the people, they know their desire and take advantage of it.7 The most annoying aspect of it is that Nigerian politicians use the lying technique because they fully know that the largest number of voters in Nigeria are from the rural areas, common and ordinary people who are not aware or conscious of their being manipulated or exploited. And it is those dubious exhibitions that politicians do that are appealing to the masses. They provide measures of rice, seasonings, soap, salt, sugar and host of other items that appeal to the masses poverty status. Femi Aborisade observed: Because of poverty, Nigerians are willing and prepared to take whatever comes from the politicians. It is their poverty that compelled them to take the crumbs that comes from the politicians…and anyone who is drowning will cling to anything that is extended to him or her to survive.8

Situation most time makes people behave in an awkward manner. Politicians use this technique to deceive voters. In the same analogy Koyode Salako succinctly added that: …what is happening reflects people’s ignorance about life. It shows that the ignorance of many voters in Nigeria is appreciated. When the head of a man is empty those are the kind of things that he appreciates.9

To understand the above quotation, politics focuses on ‘who gets what, when and how’. It determines the process through which power and influence are used in the promotion of certain values and interest. One would agree that the concept of politics revolves around three fundamental questions: Who governs? For what ends? And by what means? These are played out through discussions, disagreements, lobbying, rioting, campaigns, deceptions and voting.10 The concept of deception attracts special attention, for various reasons: (a) supporters and voters put such a stake in the election and performance of politicians (b) 6 Robert Greene, The 48 Laws of Powers (New York: Penguin Book Publication Putnam Lnc, 1998), 373. 7 Lydia John, Interview by Yusuf Izang Elijah, February 6th, 2018. 8 Felix Nwaneri, “The Return of Populism”, New Telegraph, Monday, 21st May, 2018. 16. 9Felix Nwaneri, “The Return of Populism”, 16.

10Aduradola, Remi R., Chris. C. Ojukwu (2013). “Language of Political Campaigns and Politics in Nigeria”. Canadian Social Science, 9(3), 104-116. Available at: http://www.cscanada.net/index.php/css/article/view/j.css.1923669720130903.9650DOI: http://dx.doi.org/10.3968/j.css.1923669720130903.9650 (accessed 21 May, 2018), 104.

political success depends heavily on credibility (c) allegations of lying are powerful tools against political opponent (d) and politicians are public figures whose behaviour receives media coverage.11 To bring to fore the understanding of mass media, one would concede that the mass media is currently playing a major role in political deception. Political deception in mass media is the engine room or vehicle that drives or attracts votes. Voters seldom have firsthand information and hence rely on media stories to assess claims and information. Although background information may not be available, the tactics used by key players are more likely to be reported.12 To compete successfully (measures as a function of getting re-elected or elected) in this type of political marketplace, 13 politicians have to attract votes across a wide spectrum of the electorate and to appeal to audience on a broad array of political issues.14 To get elected, candidates for public office have to be strategic about reducing transaction cost. As mentioned earlier, politicians are never for the people but thinking how to control power and embezzle wealth. The key to achievement is by winning election, and deception is one sure strategy.15 By deception I mean the attempt to speak and act in ways that are not in full accordance with an objective view of the fact. In other words, it is to present a different persona to different audience, convey a better grasp of a given policy area than one really has, or convince audiences that one can make an impact in an area that transcends a candidate’s sovereign jurisdiction.16 Extractive institution is another example politicians use to manipulate the masses. By creating unconstrained power and great income inequality, increase the potential stake of the political game. Because whoever controls the state becomes the beneficiary of this excessive power and wealth that it generate. Extractive institution creates incentives for infighting in order to control power and its benefit.17 The above factors are the reason why politicians use deceptive means whatsoever to win elections. They become humble during election campaign, lie and conceal with more lies so it suits the masses but what takes place in their heart of hearts is the way they would strategically plan and carryout the extractive institution. Populism Show the Art of Deception Populism is the art of public display of togetherness, love, affection in order to win votes. It is also the art used most often during election campaigns to gain the support of 11 Brian Martin, “Tactics of political lying: The Iguanas affair”, Journal of Language and Politics 13:4, 837-856 doi 10.1075/jlp.13.4.11mar issn 1569–2159 / e-issn 1569–9862© (Australia: John Benjamins Publishing Company 2014), 838. 12 Martin, Tactics of political,… 837 13 Skillicorn, and Leuprecht. “Deception in Speeches”, 3. 14 Skillicorn, and Leuprecht. “Deception in Speeches”, 4. 15 Solomon A. Yusuf, Oral Interview, March 16th, 2018. 16Solomon A. Yusuf … 17 Daron Acemoglu and James A. Why Nation Fail, The Origin of Power, Property, and Poverty (London: Published by Profile Book Ltd, 2013), 344. “Extractive institutions” is a process in which a “small” group of individuals do their best to exploit the rest of the population. It removes the majority of the population from participation in political or economic affairs and gives monopoly to individuals to control all factors of production for their selfish-interest. The benefit that is attached to political offices, politicians are eager and willing to do anything whatsoever to get that political office, this is done through deception and manipulation.

voters. It’s the brain science politicians use on the psychology of the people during electoral campaigns. It has been mentioned that ‘poverty ignorant syndrome’ affects the mass majority of the citizens of Nigeria. A great number of Nigerians are concerned with the question of ‘what to eat’ ‘what to wear’ and ‘where to sleep’, while the politicians are concerned with how to formulate policy, rules and regulation to guard the people while in office. 18 These factors give the politicians an edge to think ahead of the masses because they are not concerned with basic necessity of life. This is often seen during election campaigns in Nigeria, from insignificant empowerment schemes to bizarre distribution of gift items to their constituencies and supporters. Politicians use these strategies in their bid to attract followers ahead of the election, which is seen as a strategy for the ‘reciprocity of gesture’ (Politicians give gift items in return for the people’s votes). To add more flesh, Felix Nwaneri puts it thus: Political office holders have had course to come down from their exalted positions to either engage in chores, ordinarily they would not have done so. Some have gone to extreme of winning and dinning with the downtrodden. Beside the empowerment schemes and the sudden exhibition of humility, most of the would-be candidates are joining the social media bandwagon mostly to reach out to young voters; some of them are even announcing their ambitions via the various social media platforms. 19

There is no doubt that some empowerment schemes have been commended while others have been ridiculed. The table below shows clearly names/state of politicians, newspapers and populism shows/empowerment scheme.

S/ N 1

Table 1: Showing unimportant empowerment scheme by Nigeria politicians. Name/State Newspaper Populism/Empowerment Scheme Governor Aminu New Telegraph, Monday, Masari of May 21, 2018 Katsina

Jigawa state governor, Badaru Abubakar

Masari administration gave 316 goats for a “goat’s loan scheme”. These goats were meant to empower women across 316 wards of the state. Women from each ward were given three goats each and expected to repay the loan by returning three goats to the state government after three years. The Sun, April 22,2016. Jigawa state government empowered www.sunnewsonline.co 220 women with 660 goats in Dutse m Local Government Area of the state. The goats were distributed to the beneficiaries in the 11 wards of the LGA under the goat Rearing/Breeding Loan Scheme. The Chairman of the

18 Joseph Davou, Interview by Yusuf Izang Elijah, February 23rd, 2018. 19 Felix Nwaneri, “The Return of Populism”, New Telegraph, Monday, 21st May, 2018. 16.

Atiku Abubakar, Former Vice President of Nigeria. Governor Samuel Ortom of Benue state Governor Ayodele Foyose of Ekiti State

New Telegraph, Monday, May 21, 2018

goat distribution committee, Dr. Ahmad Zubairu, said that the beneficiaries would pay back the revolving loan in 18 months. Atiku was spotted queuing at Silverbird Cinema, Abuja.

Pulse News Sunday May Empowered youths 21, 2018. wheelbarrows

with

branded

New Telegraph, Monday, Governor Fayoese was captured in May 21, 2018 frying gari with an old woman. He was also seen serving himself at a roadside restaurant in Ekiti. Governor Sani New Telegraph, Monday, Governor Sani Bello was also spotted Abubakar Bello May 21, 2018 eating at the roadside restaurant. of Niger state Governor New Telegraph, Monday, His photo was taken carrying head pan Abdullahi May 21, 2018 during inspection of projects. Ganduje of Kano state Punch, November 13, Governor Ganduje spent N208m on the 2017. empowerment of 5,200 Masu Shayi (Tea Sellers) in the state. The distributed items included Cartons of Noodle, Cocoa Beverages, Liquid and Powdered milk, Tea, Crates of eggs, Nylon and Cups, Basket, Brown and White Sugar and many others. Governor New Telegraph, Monday Photo of governor Rochas holding a Rochas 21, May, 2018 baby and roasting corn in the market Okorocha of Imo state Usman Jaha Premium Times Babawo distributed shoe polish and th Babawo Wednesday 7 other items to youths in Gwoza as part Commissioner November, 2018. of governor Shettimaâ&#x20AC;&#x2122;s welfare of Higher programme. When Governor Shettima Education of of Borno, queried Usman Jaha Babawo Borno state and for distributing shoe polish and other also aspirant for items; Babawo said that shoe shinning the House of is one of the popular menial jobs many Representative unemployed and out of school dropin 2019. outs, especially in the north, take to. 6

Hon. Henry New Telegraph, January Empowered youths with wheelbarrows Ezediaro, Imo 11, 2018 and mattresses in his constituents State House of Assembly 11 Mr. Omoyele New Telegraph, Monday Sowore announced his aspiration to Sowore founder 21, May, 2018 contest the presidential election come and publisher of 2019 was seen pushing wheelbarrow Sahara Reporters Source: Adapted from various Newspapers and Restructured by the Author Taking a cursory look at the table above, one would not help but perceive the odour of deception and lying in the campaign strategy of Nigerian politicians. Empowering youth with wheelbarrow, goats, mattresses, and eating with the downtrodden are the campaign most effective strategy of deception. The most important thing they left out is education! To educate a child is to educate the nation, without education the nation suffers, without knowledge the nation would perish and without education there would be high rate of social vices. Ben Murray Bruce supported this argument by saying “Nigeria’s 12 million out of school children, who are mostly in northern Nigeria, will find it hard to earn a living in the future”.20 Also President Mohammadu Buhari’s comments at the Commonwealth Head of States Meeting that, “Nigeria’s population is between 180–190 million and 60% of this population are youth’s that is 30 years downward are either uneducated or school dropouts” and most of them are in the north.21 Ekeh Evans also posits that; politicians are empowering jobless youths with wheelbarrows hoes, diggers and oranges while empowering their children to study at Oxford University and open businesses in other countries for them. 22 This type of “empowerment” is wicked and deceitful to the common man and the most bizarre incident to happen in the twenty-first century. Deception in Political Speeches Deception and lying is a common feature among many politicians during campaigns in Nigeria; Robert Greene rightly put it thus; Politicians work on the heart and minds of others. Coercion creates a reaction that will eventually work against you. You must seduce others into wanting to move in your direction. A person you have seduced becomes your loyal pawn. And the way to seduce others is to operate on their individual psychologies and weaknesses. Soften up the resistant by working on their emotions playing on what they hold dear and what they fear. 23

The key to persuade people to vote in your favour is softening people up and breaking them down, gently. In the game of power or electoral campaign, a politician is surrounded by people who have absolutely no reason to help him/her unless it is in their interest to do so. If the politician has nothing to offer he is likely going to repel the masses, for they will see in 20Felix Nwaneri, “The Return of Populism”, 21 Emmanuel Anule, “Most Northern Youth are Uneducated” New Telegraph, Wednesday, 2nd May, 2018, 5. 22 Emmanuel Anule, “Most Northern Youth are Uneducated” 23 Greene, The 48 Laws…367

him just one more competitor, one more waster of their time. 24 The quickest way to secure people’s minds is by demonstrating as simply as possible, how an action will benefit them. 25 Robert Greene averred that self-interest is the strongest motive of all.26 Politicians use the above findings very well at appealing to people’s mind. This is because ideas are most easily communicated through metaphors and imagery. This art of deception needs critical examination to understand the mind and heart of politicians in Nigeria. Barber has examine that “speech enable politicians to influence ones behaviours and thereby makes human cooperation possible. It is the vehicle with which human feelings and wishes are expressed”27. From the above analysis, what seem to be very important in any political campaign is the ‘message’ that is sent to the electorates. A campaign message is an important and potent tool that politicians use to express views and feelings to the public, with the intention of reshaping and redirecting the electorates ‘opinion’ to align. As a matter of fact, good campaigners prefer to keep the message broad to attract voters and create a lasting impression. 28 It is in view of this that George Orwell argues that; “political language/speech is designed to make lie sound truthful and murder respectable”. 29 Some of these political promises are: good roads, fixing the nation bleeding economy, correcting our naira value, availability of light, reforming the messy megalith of the nation, create job opportunities, payment of workers’ salaries and arrears, curbing insecurity and rebuilding the declining agro-sector and many others.30 The Cost of Deception in Nation Building Deceptive politicians over the years have caused more harm than good in the democratic setting of Nigeria. People voted them into office based on trust, hoping that their suffering would soon be over but reverse is the case. The politicians do not have the interest of the people at heart. As soon as they are elected they jettison all their promises and begin to loot the nation’s treasury. They abuse public office at the expense of the general public. The NLC president Comrade Ayuba Wabba once observed and lamented that; Politicians abuse public office by unlawfully, dipping of hands into all forms of public funds including salaries, pensions, and perquisites skewed in favour of the political class excluding the workers, was certainly a mockery of the very essence of democracy, which was meant to be service to the people and for the benefit of the common good. 31

Without prejudice to the effect of our country’s political parties since independence in 1960, they have no distinct ideologies, but laced with internal squabble and cross carpeting that is not healthy for the nation democracy. The weaknesses of Nigerian politicians are seen in their inability to build a strong nation leaving the economy in bad shape; infrastructure is 24 Greene, The 48 Laws…372 25 Greene, The 48 Laws…373 26 Greene, The 48 Laws…374 27 C. Barber, The English language: A historical introduction. (United Kingdom: Cambridge University Press, 1999), 7. 28 Remi , Ojukwu (2013).” Language of Political”, 107. 29 P. Harris, Foundations of science ( London: Hutchinson and Co Publishers, 1979) 30 Timothy Ezekiel, Interview by Yusuf Izang Elijah, February 23rd, 2018. 31 Philip Nyam, “Nigeria’s Democracy Fragile”, New Telegraph, Tuesday, May 29, 2018, 3.

still in tatters, roads are impassable and public electricity supply remains epileptic. Schools and health facilities have become sorry relics. The spate of killings, violence and insecurity across the country further traumatise the hapless citizenry. 32 Despite great efforts to fight corruption by past and present administrations corruption keeps fighting back more viciously. Politics in Nigeria has often been seen as a way of gaining access to fantastic wealth. 33 Much time is wasted over how to share the spoils of office. They sit on top of billions of dollars of oil money while the poor masses get no benefit from it, absolutely none. 34 All they strif for is recognition, to know their faces appeared on currency notes; their photographs graced offices, hospitals and shops. They name highways, stadia and hospitals after themselves. Their speeches and daily activities dominate radio, television news and government newspapers. They pack the civil service with their own supporters and employed secret police to hunt down opponents, licensing them to detain torture and murder at will, if necessary.35 It is sad to say that Nigeria’s journey to nationhood and democracy from1960 to date has been characterised by upheavals and disturbances. The present speaker of the House of Representative, Rt. Hon. Yakubu Dogora argued that democracy nowadays does not die at the hands of people with guns, but in the hands of civilian leaders who have dubious allegiance to democratic norms and value.36 Conclusion As stated in the introductory part of this paper that two notions of politics have endured, one suggests that politics is about the state, the other suggest that politics is about self. This paper, by way of qualitative analysis, concludes that politics in Nigeria is about self. The political elite in Nigeria crave for political seat for private gains. This paper evaluates the methods or techniques used by politicians during elections to play on the psychologies and minds of people in order to get their votes. It explains and assesses the ignorance on the side of the voters which the politicians exploit or manipulate during election. The paper concludes by calling on Nigerians to desist from keeping silent on national issues and to demand for accountability; vote and to defend their votes, as well as rebuilding an enduring political platform where no citizen would suffer oppression or be cheated, excluded, isolated or left behind. Finally, electorates must deviate from collecting tokens from politicians during campaigns and elections. Electorates should also begin to demand accountability from the politicians and any politician who is found wanting should be called back and if possible removed from their seats. Until electorates begin to exercise their rights true democracy and nation building will continue to be an illusion. Bibliography 32 Regina Otokpa, “19 Years of Democracy, Nigerians now Paupers-NLC…..Urges Citizens to Demand Accountability”, New Telegraph, Monday, May 29, 2018. 7. 33 George B. N Ayittey, African Unchained, The Blueprint for Africa’s Future, (New York: Palgrave Macmillan, 2005), 220. 34 Ayittey, African Unchained,..221 35Martin Meredith, The State of Africa: A History of Fifty Years of Independence, (London: Published by Simon and Schuster Inc, 2006), 378. 36 Philip Nyam, “Nigeria’s Democracy Fragile”, New Telegraph, Tuesday, 29th May, 2018, 2.

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