Advertising God: Nigerian Christian video-films and the power of consumer culture
Pentecostalism in Nigeria is increasingly altering the way that those who are attracted in large numbers by its practices and resources perceive their relationship with local culture and material goods. One of the practices of Pentecostalism that has captured popular imagination is the production of...
| Published in: | Journal of religion in Africa |
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| Main Author: | |
| Format: | Print Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Brill
2003
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| In: |
Journal of religion in Africa
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| Further subjects: | B
Church
B Film B Religion B Pentecostal churches B Religious organization B Nigeria B Religiosity B Video recording B Teaching |
| Parallel Edition: | Electronic
Non-electronic |
| Summary: | Pentecostalism in Nigeria is increasingly altering the way that those who are attracted in large numbers by its practices and resources perceive their relationship with local culture and material goods. One of the practices of Pentecostalism that has captured popular imagination is the production of Christian video-films. This paper discusses how these popular narratives negotiate both the local worldview and the cultural marketplace. It argues that the rhetoric of Pentecostalism as portrayed in locally produced video-films is implicated in changing consumer tastes and behaviour. Although this type of Pentecostalism speaks the language of traditional worldviews in terms of the emphasis on occultism, it is harnessed to a project of westernised system of commodity consumption. (J Rel Afr/DÜI) |
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| ISSN: | 0022-4200 |
| Contains: | In: Journal of religion in Africa
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