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Church Branding and Self-Packaging: the Mass Media and African Pentecostal Missionary Strategy

Church Branding and Self-Packaging: the Mass Media and African Pentecostal Missionary Strategy AbstractThe use of the mass media has become a contemporary and fast-growing religious phenomenon within Pentecostal and charismatic churches. By drawing implications on the use of modern media technologies, this article presents a popular case of a Charismatic church in Ghana and shows how the idea of branding evolves around the use of the mass media. This article argues that the branding of the leaders’ personality and the church is a marketing strategy aimed at attracting more people into the church. http://www.deepdyve.com/assets/images/DeepDyve-Logo-lg.png Journal of Religion in Africa Brill

Church Branding and Self-Packaging: the Mass Media and African Pentecostal Missionary Strategy

Benyah, Francis
Journal of Religion in Africa , Volume 48 (3): 24 – Dec 5, 2018
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Publisher
Brill
Copyright
Copyright © Koninklijke Brill NV, Leiden, The Netherlands
ISSN
0022-4200
eISSN
1570-0666
DOI
10.1163/15700666-12340139
Publisher site
See Article on Publisher Site

Abstract

AbstractThe use of the mass media has become a contemporary and fast-growing religious phenomenon within Pentecostal and charismatic churches. By drawing implications on the use of modern media technologies, this article presents a popular case of a Charismatic church in Ghana and shows how the idea of branding evolves around the use of the mass media. This article argues that the branding of the leaders’ personality and the church is a marketing strategy aimed at attracting more people into the church.

Journal

Journal of Religion in Africa – Brill

Published: Dec 5, 2018

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