Language and Politics of Affect in Selected Advocacy Campaigns on Trans-Border Migration

Abstract:

Migration is a universal phenomenon which cut across all human societies; it reflects a fundamental aspect of human nature. The study investigates how language is employed in advocacy efforts and the ways in which affective dimensions shape the political landscape surrounding trans-border migration. It identifies and analyses the specific linguistic choices employed by advocates in the discourse on trans-border migration, focusing on how language is used to convey affective message. Six (6) videos on migrating advocacy were purposively selected from YouTube site for the study. The analysis centered on the linguistic characteristics and evaluative elements of Affect found in the texts using Martin and White's (2005) Appraisal Theory. This study reveals that positive affect dominates migration advocacy discourse. The recurrent emphasis on happiness, security and satisfaction functions strategically to position migration as a desirable, attainable and morally justifiable life choice. The study also shows that Affect is not a peripheral feature of migration discourse; it is a core mechanism through which advocacy persuades, legitimises and mobilises audiences. Through this affective imbalance, migration is legitimised not only as an economic or political necessity but as an emotionally rational and desirable choice. This study contributes to a deeper understanding of how language mediates public sentiment and moral response, offering insights for more empathetic communication strategies and inclusive policy-making in the face of global migration challenges.