Abstract
As a part of religious discourse, Christian sermons are a “…persuasive discourse par excellence” (Adams 2019:7). This is more pronounced in the Christian Prosperity Gospel (CPG), a system of thought and belief in which preachers [1] attempt to convince audiences to donate to their churches with the expectation that God will reward them with health and wealth. Previous research shows that the use of metaphors and metonymies pervade CPG sermons but an explanation on the mechanisms through which they persuade is rarer. With this in mind and viewing CPG sermons from their persuasive angle; this paper sets out to investigate how metaphors and metonymies are used for persuasion purposes in televised sermons presented in the Gĩkũyũ language [2]. The data is drawn from authentic televised sermons. The findings indicate that metaphors and metonymies engender persuasion in sermons by affecting the perceived altruism and trustworthiness of a speaker in a sermon. This is done by means of manipulating various forms of distance suggested in the Media Proximization Approach (Kopytowska 2015, 2022). Metaphor is found to affect the axiological, epistemic, temporal and emotional distances while metonymy affects the axiological and spatial distances to activate certain pragmatic presuppositions which make them persuasive in a covert way.
About the authors
Bernard Githitu Njuguna is a doctoral candidate in the Department of Languages and Linguistics at the University of Nairobi-Kenya. His research interests include Discourse Analysis (Persuasion in Religious Discourse and Media Discourse) as well as Bantu Syntax
Helga Schröder (Ph.D.) is an associate professor in the Department of Languages and Linguistics at the University of Nairobi, Kenya. Her research interests include pragmatics, syntax and morphology.
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