Digital Media Framing of Presidential Candidates Ahead of Nigeria's 2027 Presidential Election: A Content Analysis of X Posts

The increasing influence of digital platforms in political communication has transformed the ways electoral narratives are constructed, circulated, and contested. This study examines digital media framing of presidential candidates ahead of Nigeria’s 2027 presidential election through a content analysis of X posts. Anchored on Framing Theory and Agenda-Setting Theory, the study investigates how political actors, media organisations, and online users construct electoral narratives through issue emphasis, interpretative patterns, and evaluative orientations. The study adopted a quantitative content analysis design, analysing 1,000 purposively selected X posts published during the period covering three months before political party presidential primaries and two months after the conclusion of the primaries. The posts were coded based on dominant frames, issue salience, and narrative tone. Findings revealed that leadership competence (22%), economic performance (19%), and political conflict (17%) were the dominant frames shaping online electoral discourse. The study further found that framing patterns changed across the electoral timeline, with conflict-oriented narratives dominating the pre-primary period, while economic and governance-related frames became more prominent after party primaries. Additionally, negative narratives constituted the highest proportion of analysed posts (41%), indicating a highly contested and polarised digital political environment. The findings support Framing Theory by demonstrating that political communication on X highlights specific dimensions of electoral reality that influence how candidates and issues are represented. They also reinforce Agenda-Setting Theory by showing that issues receiving greater attention within digital discussions become central elements of electoral discourse. The study concludes that X serves as an influential arena for shaping political narratives ahead of Nigeria’s 2027 presidential election, while recommending greater emphasis on issue-based political communication and responsible digital engagement