عنوان

Church Branding and Self-Packaging:

LA116441

انگلیسی

Church Branding and Self-Packaging:

[Article]

the Mass Media and African Pentecostal Missionary Strategy

Francis Benyah

Leiden

Brill

The 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. The 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.

2018

231-254

Journal of Religion in Africa

48/3

1570-0666

branding

Charismatic churches

mass media

missionary

modernity

Pentecostal

performance

Francis Benyah

10.1163/15700666-12340139

p

[Article]

275578

a

Y