By Dr. Sam Amadi
A growing online rivalry between the so-called “City Boys Movement” and the emerging “Village Boys Movement” is drawing attention from political observers, who say the contest highlights the growing power of digital narratives in Nigeria’s public sphere.
According to political analyst Dr. Sam Amadi, the framing of the “Village Boys Movement” as a counterweight to the pro-establishment “City Boys Movement” reflects strategic messaging that has gained significant traction online. He argues that while the City Boys brand has been associated with visible political structures and establishment support, the Village Boys narrative has, in his view, captured the momentum of online discourse.
Amadi references the concept of the “public sphere” as articulated by German philosopher Jürgen Habermas, suggesting that influence in contemporary politics is increasingly shaped by dominance in digital conversation rather than physical mobilisation alone.
Lessons from the 2023 Elections
Drawing parallels with the 2023 general elections, Amadi recounts internal debates within the campaign of former Vice President Atiku Abubakar, where he says early warnings about the online momentum behind Peter Obi were dismissed by party insiders.
He recalls that some senior political figures underestimated Obi’s digital support base. Among those cited were Sule Lamido and Adams Oshiomhole, both of whom were publicly sceptical of Obi’s electoral prospects at the time.
Obi ultimately secured significant national support in the presidential contest won by Bola Ahmed Tinubu. Amadi contends that the election demonstrated how online mobilisation — even when driven by a relatively small but coordinated group — can disrupt established political calculations.
Virality as Political Capital
Political strategists increasingly argue that in the social media era, virality itself constitutes a form of political power. Amadi maintains that the Village Boys narrative has gained strength precisely because it operates outside formal political structures and relies heavily on online messaging rather than institutional backing.
According to his assessment, the movement’s messaging portrays its rivals as emblematic of elite privilege and political patronage — framing that appears to resonate with segments of the electorate expressing frustration over governance and economic hardship.
While critics dismiss the Village Boys phenomenon as largely confined to digital platforms, supporters argue that online narratives now significantly influence voter perception and political behaviour.
The Power of Political Storytelling
The broader theory underpinning this argument aligns with the concept of “narrative economics,” popularised by Nobel Prize–winning economist Robert J. Shiller in his 2019 book, Narrative Economics. Shiller posits that viral stories — whether accurate, exaggerated or symbolic — can shape economic and political outcomes by influencing collective expectations and behaviour.
Applied to Nigeria’s current online rivalry, the implication is that whichever movement succeeds in defining the dominant story may hold a strategic advantage, regardless of financial resources or institutional backing.
A Shifting Political Arena
The City Boys and Village Boys dynamic reflects a broader transformation in Nigeria’s political communication landscape. Traditional campaign structures, fundraising strength and elite endorsements remain important, but digital engagement and narrative framing are increasingly decisive.
Whether the Village Boys Movement translates online traction into measurable political impact remains to be seen. However, analysts agree that the episode underscores a fundamental reality of modern politics: in the age of social media, controlling the narrative can be as consequential as controlling the machinery of power.
