MULTIMODAL CONSTRUCTION OF DENOMINATIONAL IDENTITY IN POSTERS AND BANNERS OF SELECTED NIGERIAN PENTECOSTAL DENOMINATIONS

Abstract

This study examines the interplay of linguistic and visual resources in the construction of denominational identity in selected Nigerian Pentecostal posters. Adopting a qualitative and interpretive research design, six purposively selected posters from The God of Chosen, Living Faith Church and Christ Embassy posters and banners were analysed using the Multimodal Social Semiotic Theory of Kress and van Leeuwen (2006). The analysis focused on the representational, interactive and compositional meanings realised through the interaction of linguistic and visual resources. The findings reveal that the selected texts employ programme themes, lexical choices, images of religious leaders, colour, typography and spatial organisation to construct distinctive religious and denominational identities. While The Lord’s Chosen foregrounds divine intervention and spiritual warfare, Living Faith Church projects advancement, breakthrough and transformation, whereas Christ Embassy emphasises evangelism, humanitarian services, community engagement and collective religious experience. The study further demonstrates that meaning and denominational identity are not constructed through linguistic or visual resources in isolation but through their systematic interaction. The study concludes that Nigerian Pentecostal posters function not just as promotional materials but as significant multimodal sites through which denominations communicate theological orientations, project institutional values and distinguish themselves within the Nigerian Pentecostal landscape.