In a widely viewed YouTube sermon called 3 Types of Keys, a preacher, dressed in a sky blue Italian suit, holds a microphone and speaks with great assurance about spiritual matters. Prophet Shepherd Bushiri is telling his audience that their financial struggles are not accidental. He warns that business, marriage or social standing can easily crumble if believers don’t pay their tithes to the church every month – 10% of their earnings. This message is not presented as advice, but as divine instruction.Bushiri is one of the most influential and controversial Pentecostal prophets to emerge from southern Africa in the digital age. As journalist Pumza Fihlani writes: This is a man who says he has cured people of HIV, made the blind see, changed the fortunes of the impoverished and, on at least one occasion, appeared to walk on air. The growth of African evangelical movements has often been associated with self-styled pastors taking advantage of Africans who are already vulnerable. Their lives are characterised by socioeconomic failures of government, inadequate healthcare systems, beliefs in supernatural forces, and corruption-driven inequalities. In recent years, Bushiri has been involved in a series of legal battles – including charges of financial crimes and sexual assault – leading to his exit from South Africa to Malawi, where he was born.His sermons continue to reach masses of worshippers online, with 794,000 subscribers on YouTube alone at the time of writing. He says he has two million registered congregants today.As media and communication scholars who are interested in religious communication, we analysed what his sermons can tell us about why his online presence is so successful.We found that, like other rhetoric (persuasive language, for example by politicians or advertisers), his YouTube sermons are carefully framed narratives that promote ideas about faith, authority and prosperity. They strengthen the pastor’s personal influence over his audience and, at the same time, build his brand.Who is Shepherd Bushiri?Bushiri – called Major 1 by his followers – is the founder of the Enlightened Christian Gathering Church. He rose to prominence in the 2010s through TV broadcasts and social media (he has 5.8 million followers on Facebook alone), presenting himself as a prophet with supernatural insight. Read more: The rise of African prophets: the unchecked power of the leaders of Pentecostal churches His ministry expanded rapidly across Africa and among Africans living overseas. Reports claim that Bushiri is one of the richest pastors in Africa. His ministry reflects what has been described as “prophetpreneurship” – the strategic blending of prophecy, charisma and business.These descriptions raise interesting questions. How are prophetic authority and prosperity communicated to followers? And what role does digital media play in sustaining this influence?Sermons as communicationTo answer these questions, we turned to Bushiri’s YouTube sermons. Video-sharing platforms play a central role in African Christianity today. YouTube has the capacity to boost religious audiences. Sermons are watched on mobile devices, replayed repeatedly and shared across borders, often outside formal church spaces.Rather than evaluating Bushiri’s teachings as “true” or “false”, our study focused on how his sermons communicate meaning. Sermons function as public communication. Like political speeches or advertising, they’re designed to persuade, inspire and guide behaviour. We used Critical Discourse Analysis, a research method that examines language to uncover underlying messages about power, authority and values. This was supported by framing theory, which explains how speakers present issues through storylines. A frame is simply the angle through which a message is communicated.Four dominant themesThe analysis identified four recurring frames in a selection of 10 of Bushiri’s YouTube sermons.1. Paying to prayIt’s a human aspiration to want to prosper. In Bushiri’s 3 Types of Keys sermon, human prosperity is closely tied to financial giving, emphasising that God requires the “whole tithe”. South African theologian Mookgo Solomon Kgatle argues this emphasis resembles a money cult. While the Bible has references to tithing, interpretation and context are crucial. When money is a condition for divine favour, faith risks becoming about moneymaking rather than spirituality.2. Self-positioningIn the sermon Exposure to the Spiritual World, Bushiri claims: The spirit of God is in your nostrils; if I can breathe on you, you will see the power of God.This teaching seems rather simplistic, and shifts focus to the self-positioning of Bushiri as a super prophet whose very breath has spiritual power. Scholars have noted that such practices, common among new prophetic churches, can oversimplify or misrepresent spiritual truths. Despite their emotional appeal, these teachings risk misleading followers by elevating a prophet’s opinion over the scripture and established Christian tradition.3. Building the brandSelf-branding is common in business, but in religious contexts it can be intensified. Bushiri repeatedly presents himself as a channel of divine blessings, with what he calls his “contract-winning touch”. He recounts testimonies from international visitors who said, “Papa touched me and the contract came.” He claims that when he touches someone, he leaves a spiritual “substance” on them.This framing encourages dependency on him. Personal contact is a drawcard for those seeking jobs or “healing” from illness. 4. Media strategyDigital media has allowed more people to have access to more religious content, but it also raises ethical concerns. Scholars have argued that media-mediated spiritual encounters can blur the line between what’s real and what’s a performance. In The Perfect Will of God, Bushiri claims that physical distance does not limit spiritual connection. He claims he can anoint people through the screen. Televised images of new prophet church leaders are often carefully constructed to project success and extraordinary spiritual power, reinforcing their authority. Bushiri, for example, once made headlines for apparently raising a man from the dead.The role of YouTubeDigital platforms intensify these frames. On YouTube, sermons can be consumed privately, without immediate discussion or challenge from a physical faith community. Emotional moments – prophecies, miracles and dramatic testimonies – are rewarded by likes and comments, and can be enhanced by controversies. Read more: God in Nigeria: the country’s novelists help us understand the complexity of Christianity Followers affirm their faith and loyalty in a video’s comments. Over time, this creates a sense of a global spiritual community centred on a single individual.Digital religion is not only about spreading faith. It is also about expanding influence and, in some cases, monetising belief.Why this mattersReligion plays a vital role in African societies, offering hope, identity and belonging. But religion, like all forms of communication, is not neutral. It is designed to achieve particular aims. Recognising this does not mean dismissing faith; it means engaging with it critically and responsibly. Read more: Jesus chatbots are on the rise. A philosopher puts them to the test For audiences navigating online spaces, learning to recognise persuasive strategies, religious or otherwise, is increasingly important.Understanding how religious messages are framed can help believers make informed choices and encourage healthier forms of accountability in religious leadership.The authors do not work for, consult, own shares in or receive funding from any company or organisation that would benefit from this article, and have disclosed no relevant affiliations beyond their academic appointment.