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Title: Commoditisation, materialism, and Pentecostal Christian Churches
Authors: Adebayo, Rufus Olufemi
Keywords: Commoditisation;Materialism;Pricing;Non-profit marketing;Pentecostal churches;Spiritual
Issue Date: 30-Dec-2019
Publisher: University of KwaZulu-Natal
Source: Adebayo, R.O. 2019. Commoditisation, materialism, and Pentecostal Christian Churches. Alternation - Interdisciplinary Journal for the Study of the Arts and Humanities in Southern Africa. 29(2019): 125–148. DOI 10.29086/2519-5476/2019/sp29a6
Journal: Alternation - Interdisciplinary Journal for the Study of the Arts and Humanities in Southern Africa; Vol. Sp29, Issue 1 
Commoditisation, materialism and religious exchange have been receiving
increasing attention in contemporary Pentecostal Christian churches, noting
that some believers advocate that there is a price to pay in Christianity. This
may be a reflection of social development, a new form, but it appears to be an
old form of the practice of both secular and spiritual. In this empirical study,
commoditisation and materialism are noted as factors that play a relational role
and outline the changes in the understanding of religious exchange and the
economic transaction of monetary. Understanding of spiritual form of payment, pricing in the traditional marketing (tangible price in this regard) and the
shift towards a transactional exchange for divine intervention in form of
miracle, healing, and provision are examined from being major sources of
inner spiritual dilemmas to being principal sources of the desire and inspiration
underpinning materialism and commoditisation in various Pentecostal
churches today. This paper argues that the virtual neglect of some significant
characteristics of marketing such as the exchange process, and pricing from the
religious perspective might affect the church as a non-profit organisation. The
study reveals that Pentecostal churches can embrace contradictory concepts of
commoditisation, materialism, and spiritualism; and emanate to the social shift
as a non-profit sector, but the positive potential inherent to Christianity should
be reconciled. Based on current literature trends, the results add that there is a
secular exchange of spirituality for materialism as illustrated in the story of
Naaman (2 Kings 5:1-19), thereby problematizing the current South African
religious context. The researcher hopes to add to the understanding of the
religious exchange, commoditisation, and materialism relationship.
ISSN: 1023-1757
2519-5476 (Online)
DOI: 10.29086/2519-5476/2019/sp29a6
Appears in Collections:Research Publications (Arts and Design)

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