Authors :
Taty Kabamba Kika
Volume/Issue :
Volume 11 - 2026, Issue 4 - April
Google Scholar :
https://tinyurl.com/bdhpmrce
Scribd :
https://tinyurl.com/jzjfzsjv
DOI :
https://doi.org/10.38124/ijisrt/26apr1598
Note : A published paper may take 4-5 working days from the publication date to appear in PlumX Metrics, Semantic Scholar, and ResearchGate.
Abstract :
This study examines the often-underestimated intersection between the tools of social marketing and the
mechanisms of televangelism within the dynamics of changing mindsets. While social marketing adopts commercial methods
to serve the public interest (such as health and civic duty), televangelism relies on the rhetoric of the sacred to structure the
lives of believers.
Drawing upon the work of Eboussi Boulaga (1977) regarding the condition of the African subject and Mudimbe (1982)
on the frameworks of colonial and postcolonial thought, we analyze how these two forces converge to redefine lifestyles.
Through a qualitative investigation, this article demonstrates that religious "anointing" validates and amplifies social
messages, creating a hybrid persuasion system. In light of Ndaywel è Nziem’s (1997) work on social movements in the Congo,
the study suggests that the effectiveness of public campaigns today depends on their ability to engage in dialogue with this
omnipresent religious imaginary.
Keywords :
Social Marketing, Televangelism, Social Change, Social Influence.
References :
- Dominique Wolton Informing is Not Communicating (Informer n'est pas communiquer). Paris : CNRS Éditions, 2009.
- Pierre Bourdieu On Television (Sur la télévision). Paris : Liber-Raisons d’agir, 1996.
- Marshall McLuhan Understanding Media : The Extensions of Man. New York : McGraw-Hill, 1964.
- Max Weber The Protestant Ethic and the Spirit of Capitalism (L'éthique protestante et l'esprit du capitalisme). Paris : Plon, 1964 (orig. ed. 1905).
- Émile Durkheim The Elementary Forms of Religious Life (Les formes élémentaires de la vie religieuse). Paris : PUF, 1912.
- Stuart Hall Encoding and Decoding in the Television Discourse. Birmingham : Centre for Contemporary Cultural Studies, 1973.
- Denis McQuail McQuail’s Mass Communication Theory. London: Sage Publications, 2010.
- Armand Mattelart The History of Communication Theory (Histoire des théories de la communication). Paris : La Découverte, 1995.
- Jean-Pierre Esquenazi Sociology of Audiences (Sociologie des publics). Paris: La Découverte, 2003.
- Peter L. Berger The Sacred Canopy. New York: Anchor Books, 1967.
This study examines the often-underestimated intersection between the tools of social marketing and the
mechanisms of televangelism within the dynamics of changing mindsets. While social marketing adopts commercial methods
to serve the public interest (such as health and civic duty), televangelism relies on the rhetoric of the sacred to structure the
lives of believers.
Drawing upon the work of Eboussi Boulaga (1977) regarding the condition of the African subject and Mudimbe (1982)
on the frameworks of colonial and postcolonial thought, we analyze how these two forces converge to redefine lifestyles.
Through a qualitative investigation, this article demonstrates that religious "anointing" validates and amplifies social
messages, creating a hybrid persuasion system. In light of Ndaywel è Nziem’s (1997) work on social movements in the Congo,
the study suggests that the effectiveness of public campaigns today depends on their ability to engage in dialogue with this
omnipresent religious imaginary.
Keywords :
Social Marketing, Televangelism, Social Change, Social Influence.
