ABSTRACT:

The public visibility of the Pentecostal movement through the use of mass media is characterized by strong contemporary religious life and practices such as consumer capitalism and consumer religion. This article places the operation of some Ghanaian Pentecostal/Charismatic churches within the market economy and discusses how through the use of mass media a Pentecostal oral theology such as the giving of testimony is employed as a way of marketing, advertising, and “selling God.” The article also examines an important development within contemporary prophetic Pentecostalism in Ghana—the use of religious substances. Touching on this development, the article argues that these current happenings in the Pentecostal movement in Ghana are no less than a reflection of the consumerist nature of religion in contemporary Ghana. The article also discusses the motivation behind the use of these religious substances and the commercial tendencies that are implicated in the tacit efforts by some pastor-prophets to get these substances to consumers. The article further argues that the consumerist behavior of the Ghanaian Pentecostal toward religious services and the use of religious substances reveals and/or are influenced by primal goal of religion in such milieu.

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