frequently transitioning from a tool for information dissemination to one of persuasion and propaganda. This study addresses how traditional out of home (OOH)

communication intersects with digital media discourse to influence perceived credibility in

Nigeria's complex, hybrid media environment. Specifically, the study investigates the Oyo

State's "10/10" gubernatorial scorecard billboard in Ibadan, employing a qualitative deskbased

analytical design through multimodal discourse analysis, anchored on Expectancy

Disconfirmation Theory (EDT) and the Rhetorical Theory of Advertising. The research

assesses the billboard's semiotic composition, while combining the billboard's visual and

textual content with digital traces of audience engagement from social media, official

government performance records, and independent journalistic sources. The findings identify

a perfectionism paradox, defined as a strategic communication design flaw where the pursuit

of maximal visibility and heightened attention via absolute performance claims such as a

perfect "10/10" score invariably occurs at the expense of institutional trust. While there are

areas of good performance, the study identified critical performance gaps debunking the

perfectionist performance claim in the billboard under study. Overall, the study concludes that

in an era of participatory digital media, the effectiveness of governance communication is

contingent upon the alignment between communicated narratives and verifiable performance,

rather than symbolic hyperbole. This study advocates for a transition toward evidence based,

flexible communication strategies that acknowledge ongoing governance challenges to

preserve institutional credibility.