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.

中文翻译：

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教会品牌化和自我包装：大众媒体和非洲五旬节宣教战略

在五旬节教会和超凡魅力的教堂中，大众传媒的使用已成为一种当代且迅速发展的宗教现象。通过利用现代媒体技术的含义，本文介绍了加纳一个超凡魅力教堂的流行案例，并展示了品牌理念如何围绕大众媒体的使用而演变。本文认为，领导者的个性和教会的品牌塑造是一种旨在吸引更多人加入教会的营销策略。