“Whatever Works”

Abstract

Despite predictions that organized religion would decline with modernization and economic development, some forms of Christianity are thriving, particularly evangelically-oriented churches in the Southern hemisphere. However, their doctrine and strategies are not without controversy. Megachurches, Protestant churches with congregations exceeding 2000 members often embrace marketing and preach a version of ‘prosperity gospel’ where material success is taken to be proof of spiritual blessing. North American in origin, this form of religious organization has expanded throughout South East Asia. In this paper, we use a case study of a megachurch in Singapore – City Harvest Church – to explore how their involvement in marketing and the marketplace is constructed. Using a discourse analytic methodology, our findings show how the church purposefully uses the normative dichotomy between the sacred and secular to frame the meaning of their involvement in the marketplace, targeting particular types of enterprising and professionally-oriented individuals to embody their mission. Further we show how this construction reflects the pragmatism, entrepreneurial and business orientation of Singapore. Our research suggests potential for further study of the way the relationship between religion, markets and marketing are constructed, using methods that incorporate an understanding of context.

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