The voice of the people is the Voice of God

An analysis of religious metaphors in Zimbabwean election campaign speeches

Abstract

This study examines the use of religious metaphors in Zimbabwe’s 2018 and 2023 election campaigns, focusing on how ZANU PF, the MDC Alliance, and the Citizens Coalition for Change (CCC) leveraged Christian beliefs and values through strategic language to persuade voters. The analysis argues that it is not merely the choice of metaphors that matters, but how they are employed to achieve persuasive goals. Grounded in Critical Discourse Analysis (CDA) and Conceptual Metaphor Theory (CMT), the study draws on campaign speeches and church addresses by presidential candidates. Findings reveal that both ruling and opposition parties used religious imagery to construct ideologies, frame identities, and influence public perception. These metaphors served as persuasive rhetorical tools, drawing on cultural and spiritual resonance to shape voter attitudes and portray candidates as divinely sanctioned leaders. The study highlights the broader implications of religious discourse in legitimizing political authority and influencing democratic engagement in highly religious societies.