Church Commercialisation and Commodification in Ghana: Implications for Public Relations Practice

Abstract

This study examines the impact of church commercialization and commodification on public relations practices in Ghana. It explores how the shift towards materialism and economic interests has affected church reputation, trust among congregants, and overall public perception. The research investigates the specific commercialization and commodification strategies employed by churches, such as selling religious items and promoting prosperity theology, and analyzes their influence on religious practices and beliefs. Furthermore, the research delves into the role of public relations in managing the reputational challenges arising from church commercialization and commodification. It investigates how churches utilize public relations strategies to maintain a positive image and mitigate negative perceptions. By utilizing a mixed-methods approach, including surveys, interviews, and document analysis, this research aims to contribute to a deeper understanding of the complex relationship between commercialization and commodification, public relations, and the preservation of religious integrity in Ghana. The findings of this study have implications for religious leaders, public relations practitioners, and scholars interested in the intersection of religion and commerce. It highlights the importance of ethical considerations and the need for a balance between spiritual and material pursuits within religious institutions.