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

In: Journal of Religion in Africa
Author: Francis Benyah1
View More View Less
  • 1 Visiting Research Fellow, Minority ResearchFaculty of Arts, Psychology and TheologyÅbo Akademi UniversityTurkuFinland
Download Citation Get Permissions

Access options

Get access to the full article by using one of the access options below.

Institutional Login

Log in with Open Athens, Shibboleth, or your institutional credentials

Login via Institution


Buy instant access (PDF download and unlimited online access):



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.

Content Metrics

All Time Past Year Past 30 Days
Abstract Views 499 279 11
Full Text Views 100 33 1
PDF Views & Downloads 114 64 2