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The Concept of Power in the Nigerian Religious Discourse: A Study of Advertising Copies by Pentecostal and Charismatic Churches
Abstract
Nigeria-based Christian bodies have over the years politically acclimatized, secularizing and commoditizing their activities and discourse. This is reflected in their communications which most often tap into controversial sources such as politics and power. In effect, the two phenomena of politics and power today represent dominant themes and forms of baits in religious persuasive communications. A case in point is the Christian advertising discourse that, in many complex ways, often deploys the concept of power, sometimes with political undertones. Using semiotics and the content analysis of a corpus of over 500 advertising copies generated by 50 different charismatic churches based in four South-Eastern Nigerian cities, this chapter critically examines the various ways in which the concept of (socio-political) power is used in advertising messages designed by Nigerian Christian organizations. The study also examines how this concept of power is used outside the spiritual realm in a bid to promise various forms of political and economic prosperity to gullible Nigerian masses.
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