Building an Institution - Capstone Research

My capstone thesis analyzing the influence of the Ghanaian Charismatic Church on youth and young adults through mass media and strategic communication tactics.

This research paper seeks to analyze the influence of the Charismatic Church (the Church) in Ghana. Its strongly established body of youth and young adults can be attributed in part to strategically altered theology from the pulpit as well as its effective use of traditional and modern media and communication platforms. Through various written sources on the growth of the Charismatic movement, its global outreach and foundations on the African continent, and its relationship with cultural and socio-economic conditions in Ghana, this paper will explore the branding and media tactics used by the Church to maintain its societal prominence. Survey data analyzed 116 respondents from youth and young adults in four Ghanaian Charismatic megachurches and found that while traditional PR tools such as promotional materials were not as effective, strategic messaging through the prosperity gospel, supported by vibrant social networks, and inherent religiosity, are what keep Ghana’s young people rooted in the Charismatic Church. Finally, key insights on brand innovation and audience engagement will be applied to the PR industry.

Capstone Thesis.pdf

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