Every October first, Nigerians gather around the television or radio to hear the voice of their president. The annual Independence Day broadcast is not just ceremonial. It is a stage where a leader reflects on the nation’s journey, reassures citizens about the present and projects a vision for the future. The words chosen and the themes emphasised reveal much about the priorities and personality of the man at the helm. Comparing the recent 65th anniversary address of President Bola Ahmed Tinubu with the speeches of former presidents Goodluck Jonathan and Muhammadu Buhari provides an opportunity to see how leadership rhetoric has shifted over the past fifteen years.
Jonathan and the Language of Unity
President Jonathan’s broadcasts between 2010 and 2015 often placed unity and democracy at the heart of his message. His speeches sought to comfort a diverse and sometimes divided people. He reminded Nigerians that democracy was fragile and must be nurtured. His tone was often soft, inclusive and even poetic. While he spoke about economic growth and development, his focus was more on reconciliation and the democratic journey. Jonathan’s style appealed to the emotions and his vision emphasised peace, dialogue and continuity.
Buhari and the Voice of Austerity
President Buhari, who followed him from 2015 to 2022, struck a very different chord. His addresses were stern, moralistic and focused heavily on security and corruption. The fight against Boko Haram, banditry and entrenched graft dominated his rhetoric. Buhari consistently reminded Nigerians that he inherited a battered system and that sacrifice was necessary to restore order. His vision was framed around a moral renewal of society, a disciplined citizenry and the defeat of enemies within and without. His speeches often left the impression of a nation under siege, where progress could only come after long battles against forces determined to pull the country apart.
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Tinubu and the Reform Narrative
President Tinubu’s 2025 broadcast reflects yet another turn in Nigeria’s story of leadership communication. His speech was steeped in statistics and reform milestones. He spoke of GDP growth at 4.23 per cent, inflation declining to 20.12 per cent, non-oil revenues reaching over twenty trillion naira and foreign reserves climbing to forty two billion dollars. Unlike Jonathan, who appealed to emotions, and unlike Buhari, who dwelt on threats, Tinubu positioned himself as a reformer CEO addressing stakeholders. His message was that of a country that had turned the corner after painful but necessary restructuring.
The strength of Tinubu’s approach lies in its evidence-based framing. Nigerians who have often been promised progress without proof were presented with numbers, reforms and visible projects. He stressed youth empowerment through student loans, digital innovation initiatives and consumer credit programmes. He insisted that the sacrifices of subsidy removal and foreign exchange reforms were beginning to yield dividends. His rhetoric was optimistic yet grounded in the language of economics and policy.
The Balance Between Hope and Reality
Jonathan used emotion to build trust and emphasised democracy. Buhari used austerity and moral language to rally against corruption and insecurity. Tinubu is using data and reform narratives to sell a story of renewal. Each approach reflects both the personality of the leader and the context of the time. Jonathan governed during an oil boom and relative calm, so he had space to stress unity and peace. Buhari ruled during recession and insurgency, which made him defensive and stern. Tinubu inherited an economy that many saw as broken, so he adopted the tone of a fixer who provides evidence of turnaround.
