https://orcid.org/0000-0001-8146-9342
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ABSTRACT
The global Pentecostal-charismatic movement is pervaded by freestanding, entrepreneurial, initiatives set up by individuals of diverse credentials and convictions who peddle miracles and advice as “goods”. Many also use self-promoting or income-generating efforts that in some cases can be crassly exploitative. This article examines 40 posts on two websites set up by self-styled “prophets” in the “prosperity”, healing, and deliverance segment of the movement. The prophets proffer healing remedies and advises for a variety of ailments or physical needs mainly related to family, marriage, and infertility. The two websites under study offer readers solutions to marriages, sexual inadequacy, and infertility. Using feminist critical discourse analysis (FCDA), the article unpacks how the advice offered on their advertisements reinforce dominant beliefs around “normal” womanhood. The content of the adverts, testimonials and advice contain purvey gendered norms that reinforce patriarchy, emphasize heterosexuality, reify virginity, and endorse procreation in ways that regulate female bodies.
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No potential conflict of interest was reported by the author(s).
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Kudzaiishe Peter Vanyoro
Kudzaiishe Peter Vanyoro is a Media and Liaison Officer and PhD candidate at the Wits Centre for Diversity Studies. He holds an Honors Degree in Media and Society Studies and a Masters in Critical Diversity Studies. His research interests are critical diversity literacy, gender, sexuality, race, representation, media and cultural studies.