Analysis of persuasive and politeness strategies used in sermons by pentecostal preachers in Nyeri County

Abstract

Language is used to persuade, dissuade, manipulate, and develop diverse power and political beliefs. Politicians, lobbyists, corporate experts, and religious speakers, among others, achieve enormous power, influence, and profit by skillfully employing words.This research sought to discover the persuasive strategies and politeness used by religious preachers in their discourse within the church context. The purpose of this study was to analyze persuasive and politeness strategies used in sermons by Kenyan Pentecostal preachers in Nyeri county. The objectives that guided this study were; to describe the persuasive strategies used by Pentecostal preachers to execute their persuasion agenda and to analyze politeness strategies used by Kenyan Pentecostal Preachers in Kenya. The data source was audio recordings from the sermons of three preachers. The population of study was all the sermons with politeness and persuasive strategies. Purposive sampling was used to select five sermons with persuasive techniques and politeness. The research design of this study was qualitative. A card was used in this study by isolating the persuasive strategies and politeness strategies applied in the discourse of the Pentecostal preachers. Two theories were used to analyze data. Politeness theory was used to analyze data for the first objective while Aristotle theory of persuasion was used for the second objective. The study revealed that preachers employed different persuasive techniques to influence belief, evoke emotion and t encourage action. It was also found that the preachers strategically used a range of politeness strategies and they relied on the frameworks of the negative politeness, and positive politeness, bald-on-record and off-record communication. Indirectness, hedging, apologies depersonalized addressing characterized negative politeness strategies that are oriented towards maintaining the autonomy of the hearer. the preachers strategically used a range of politeness strategies and they relied on the frameworks of the negative politeness, positive politeness, bald-on-record and off record. The study is of relevance to sociolinguistics and pragmatics because it provides information on how politeness and persuasion works in the church discourse. In addition, the results offer helpful information to the interlocutors on the use of proper strategies to ensure successful and decent communication, where everybody during the contact feels listened to and appreciated. The results may form basis for effective sermon preparation to achieve different communicative goals. Further research can be done by doing a comparative study on the use of rhetorical devices among different denominations.