The Role of Language in Prophetic Movements’ advertisements in Harare, Zimbabwe

Abstract

The study examines language use in prophetic movements’ advertisements in Harare, Zimbabwe. Specifically, the research establishes and explains the significance of linguistic strategies which were used by Prophetic Movements in Harare, Zimbabwe. The purpose of the study is to demonstrate that language use in this context is an act of cognitive manipulation where the reader is strategically coerced to take up the message. The study is a qualitative research enterprise and it used document analysis as the method of data collection. The study was informed by Discourse Analysis (DA) by Fairclough (2003). The study established that Prophetic Movements employ code-switching and mixing, slang, interrogatives, imperatives, salutations and personal pronouns to lure potential congregants. The use of these linguistic strategies is motivated by the need to persuade congregants to attend the events being advertised. The use of linguistic strategies is determined by situational factors such as the need to market in order to withstand competition from other Prophetic Movements.