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dc.contributor.advisorBaab, Lynne
dc.contributor.authorFlett, Graeme Vincent
dc.date.available2013-11-19T19:57:40Z
dc.date.copyright2013
dc.identifier.citationFlett, G. V. (2013). Visual Technologies and the (re)shaping of a Pentecostal Ecclesia (Thesis, Master of Ministry). University of Otago. Retrieved from http://hdl.handle.net/10523/4462en
dc.identifier.urihttp://hdl.handle.net/10523/4462
dc.description.abstractThe use of visual technology has become a significant medium of communication for churches in New Zealand. Its accessibility, coupled with market forces that rely on advertising to attract congregants, means some churches have increasingly felt the need to adapt, even adopt, secular practices to appear contemporary and thereby offer a culturally relevant message. Pentecostal churches are some of the most adept at utilising and absorbing these visual technologies into their own organisational systems. This is particularly evident amongst large Pentecostal churches, which put a lot of effort and energy into impression management. The aim of this project is to ask: in New Zealand, to what extent are these visual technologies shaping a Pentecostal ecclesia and the behavioural patterns of its participants? This research acknowledges the emergence of visual culture and the importance of images. It explores the role of images and how advertising uses visual technologies, promoting particular consumptive ideals in the process. I explore these issues by examining data gathered through interviews and observation from Elim Christian Centre – East (EE). The thesis argues that while EE is very effective in communicating its identity and vision, its absorption of advertising practices makes it vulnerable to forces contrary to the gospel, which may in time undermine the integrity of its own vision. Further, I argue that, in adopting the strategies of the advertising world, the congregation of EE will likely end up adopting the values of the advertising world without knowing it is happening. I use semiotic and consumption theory to explore these concerns, and I make recommendations to the congregation towards a more considered approach.
dc.format.mimetypeapplication/pdf
dc.language.isoen
dc.publisherUniversity of Otago
dc.rightsAll items in OUR Archive are provided for private study and research purposes and are protected by copyright with all rights reserved unless otherwise indicated.
dc.subjectPentecostal
dc.subjectVisual Culture
dc.subjectImages
dc.subjectVisual Technologies
dc.subjectConsumerism
dc.subjectConsumptive Culture
dc.subjectAdvertising
dc.subjectMega Churches
dc.subjectImpression Management
dc.subjectSemiotics
dc.subjectContemproary
dc.subjectrelevant
dc.titleVisual Technologies and the (re)shaping of a Pentecostal Ecclesia
dc.typeThesis
dc.date.updated2013-11-19T08:08:50Z
dc.language.rfc3066en
thesis.degree.disciplineDepartment of Theology and Religion
thesis.degree.nameMaster of Ministry
thesis.degree.grantorUniversity of Otago
thesis.degree.levelMasters
otago.openaccessOpen
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