ABSTRACT
A number of the African new religious movements in question are involved with media production and, when that happens, the content of the programmes tends to ‘reflect the media theology of the institution’. In this chapter, the authors look at the images that Africa’s new Pentecostal/charismatic movements and their leaders in particular carve for themselves through their media programmes. On the bestowal of prestige by the media, Hiebert has noted: The mass media bestow prestige and enhance authority of individuals and groups by legitimizing their status. In addition to being constantly featured as news items in the print and electronic media, Pentecostal/charismatic leaders and their churches also covet media attention. The authors attempt to image Africa’s new Pentecostal/charismatic churches as portrayed through various mass media programmes and the implications that such images hold for the nature of African church life. Africa’s Pentecostal/charismatic churches have stirred other new religious movements on the continent to emulate their media use.
