Abstract

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.

In: Journal of Religion in Africa

Abstract

Until recently, religion has been quite a neglected subject of enquiry to development workers and policy makers. This neglect is as a result of the suspicious, corrosive and irrational view many attach to religion as a vital instrument for development. This article, discusses how Pentecostal theology of salvation evinces a development ethos that needs to be taken seriously by policy makers and development workers. Focusing on some of the religious practices and initiatives undertaken by Pentecostal/Charismatic churches as an aspect of their theology of salvation, this article demonstrates how the Pentecostal movement in sub-Saharan Africa, especially Ghana, has made what others see as developmental goals part of an indigenous faith. The paper argues that in order to achieve a desired transformative development, development workers and policy makers need to recognize and place maximum attention to the religious resources that serve as a driving force for most development initiatives in Africa.

In: Mission Studies