Church branding and self-packaging: the mass media and African pentecostal missionary strategy
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 bran...
| Main Author: | |
|---|---|
| Format: | Electronic Article |
| Language: | English |
| Check availability: | HBZ Gateway |
| Journals Online & Print: | Drawer...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Published: |
Brill
Dec 2018
|
| In: |
Journal of religion in Africa
Year: 2018, Volume: 48, Issue: 3, Pages: 231-254 |
| Standardized Subjects / Keyword chains: | B
Ghana
/ Pentecostal churches
/ Image
/ Akustische Markenführung
/ Mass media
/ Mission
|
| RelBib Classification: | CG Christianity and Politics CH Christianity and Society KBN Sub-Saharan Africa KDG Free church RJ Mission; missiology |
| Further subjects: | B
Church
B Media consumption B Spheres of influence B Missionary B Charismatic churches B Branding B Marketing B Role B Modernity B Mass Media B Pentecostal churches B Pentecostal B Mass media B Mission B Performance B Meaning |
| Online Access: |
Volltext (Resolving-System) Volltext (Verlag) |
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| 520 | |a 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. | ||
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