“Selling God in Uganda” : a critical cultural study of persuasion in mediatized neo-Pentecostalism

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dc.contributor.advisorBrummett, Barry, 1951-
dc.contributor.committeeMemberJarvis, Sharon
dc.contributor.committeeMemberStroud, Scott
dc.contributor.committeeMemberFalola, Oloruntoyin
dc.creatorJenga, Fred
dc.creator.orcid0000-0002-9625-9919
dc.date.accessioned2021-04-27T20:07:03Z
dc.date.available2021-04-27T20:07:03Z
dc.date.created2020-12
dc.date.issued2020-12-09
dc.date.submittedDecember 2020
dc.date.updated2021-04-27T20:07:03Z
dc.description.abstractThis Africa-focused study explored the mediatized religious rhetoric of neo-Pentecostalism in Uganda. Situated at the intersection of communication and religion, I explored the construction of neo-Pentecostal rhetoric and also questioned the long term social impact of such rhetoric on Uganda and other developing countries. Interdisciplinary in nature, my study focused on three Ugandan pastors who own media houses, and have a long term presence in media. Through a contemporary rhetorical analysis of television broadcast programs and popular books written by the pastors, I examined the construction of the rhetoric in relation to the Ugandan socio-economic and cultural context. The study reveals that through a good reading of Ugandan traditional cultural beliefs and practices, and a good understanding of Ugandan socio-economic challenges, the pastors have strategically created religious rhetoric that is effectively aligned with the needs of a Ugandan audience. Through appropriation of media technology, the pastors produce and circulate rhetoric that promises hope, economic upward mobility, and good health for all through a miraculous intervention of God. While the neo-Pentecostal rhetoric has provided some answers to help Ugandans cope with their challenges, in primarily proposing faith in God, relentless prayer, donations to God through the pastors, and honor and obedience to the pastors, neo-Pentecostal rhetoric has potential of shifting attention away from social and systemic causes like bad governance that underpin many Ugandan social challenges.
dc.description.departmentCommunication Studieseng
dc.format.mimetypeapplication/pdf
dc.identifier.urihttps://hdl.handle.net/2152/85450
dc.identifier.urihttp://dx.doi.org/10.26153/tsw/12414
dc.language.isoen
dc.subjectCultural studies
dc.subjectRhetoric
dc.subjectMedia
dc.subjectPentecostalism
dc.subjectUganda
dc.title“Selling God in Uganda” : a critical cultural study of persuasion in mediatized neo-Pentecostalism
dc.typeThesis
dc.type.materialtext
thesis.degree.departmentCommunication Studies
thesis.degree.disciplineCommunication Studies
thesis.degree.grantorThe University of Texas at Austin
thesis.degree.levelDoctoral
thesis.degree.nameDoctor of Philosophy

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