HASHTAG ACTIVISM AND STANCE-TAKING IN NIGERIAN TWITTER DISCOURSE: A PRAGMATIC ANALYSIS OF #BBNAIJA (SEASON 10)

Abstract

Twitter hashtags have developed into vital sociolinguistic instruments that structure publics, coordinate attention, and enact stance in real time. This paper examines hashtag activism and stance-taking during the Nigerian Twitter discourse surrounding #BBNaija (Season 10), and contextualizes the phenomenon within the convergence of pragmatics, sociolinguistics, and digital media studies. Informed by Du Bois’ (2007) stance triangle, which frames stance as the simultaneous acts of assessment, positioning, and alignment, the study explores how followers of Big Brother Naija adopt hashtags to negotiate cultural values, gender norms, civic responsibilities, and ethical concerns. A mixed-methods, pragmatics-oriented approach combines computational mapping of hashtagged interactions with qualitative coding of stance moves, thereby balancing macro-level digital trends with micro-level interactional analysis. The paper demonstrates that what may appear to be ephemeral pop-cultural commentary—such as evaluations of contestants’ authenticity, morality, or behavior—are in fact patterned performances of stance, which ultimately construct identities, alliances, and normative frameworks. Drawing on Honeycutt and Herring’s (2009) description of Twitter’s interactive affordances, as well as Bucholtz and Hall’s (2005) model of identity as emergent and relational, the study argues that recurring practices of stance-taking on “Hashtag Twitter” go beyond entertainment, scaffolding publics around issues of gender justice, fairness, human rights, and civic participation. The paper concludes that Twitter hashtags—particularly in cases such as #BBNaija—function as pragmatic stance-taking tools that not only structure online discourse but also shape cultural identities, moral evaluations, and civic engagement in Nigerian digital spaces.