‘Come and receive your miracle today!’ Advertising and ‘Gullibility’ in Selected Pentecostal Churches in Harare, Zimbabwe (original) (raw)

The religious sector in contemporary Harare, Zimbabwe, is characterised by intense competition, rivalry and jostling for a share of the spiritual market. The emergence of 'mega prophets' who run 'mega churches' has changed the religious sector in Harare in a definite way. Whereas the historic mainline churches (also known as mission churches) did not advertise themselves in the media, the newer Pentecostal churches are quite adept at and aggressive in advertising themselves. This article examines the advertising strategies used by selected Pentecostal churches in Harare, Zimbabwe. It analyses the content of the messages in order to identify how the prophets seek to attract new members. Further, the article explores the role of television stations owned by particular prophets/ministries in the expansion of the same ministries. Overall, the article contends that advertising is central to the phenomenal growth of newer Pentecostal churches in Harare, Zimbabwe. It maintains that understanding the advertising strategies adopted by Pentecostal churches is central to appreciating their growth. This advertising often feeds on the 'gullibility' and desperation of clients who face pressing existential issues. The article concludes that the concept of 'gullibility' is problematic, as it overlooks or downplays the combined power of advertising and serious challenges that clients who patronise Pentecostal churches face.