AUTHOR: ANAGBOGU SAM CHIGBO
DEPARTMENT: MASS COMMUNICATION
AFFILIATION: NNAMDI AZIKIWE UNIVERSITY, AWKA
Very many servants of God yearn to preach the gospel of Christ on television. Yet neither the operator of televangelism programmes nor their medium, know exactly what viewers do with the content of televangelism programmes. This study sought to investigate televangelism in Awka urban: an evaluation of its uses and gratifications. The study therefore, was designed as a survey; the researcher approached the study from viewer’s analytical perspectives. Five research questions were formulated. Questionnaire was used to collect relevant data from sample of 500 respondents randomly selected from a total population of 189,654 residents of Awka urban. The data were presented in table and analyzed with simple percentages. The study among other things revealed that televangelism is not among the most effective ways of winning souls for the kingdom of God. The study also revealed that most gratification received from televangelism programmes are in the area of reinforcement of already held positions. Televangelism in Awka urban is neither a failure, nor a misappropriation of scarce resources but, nonetheless relevant. It is recommended that, one need not rule out the influence of interpersonal communication. The strategy should include interpersonal communication as part of televangelism campaigns.
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Tags: Affective Needs, Audience Typology, Billy Graham, Church, Cognitive Balance Theory, Cognitive Needs, Escapist Needs, Goals Oriented Viewers, Issue-Based Selectivity, Loneliness, Multi-Channel Environment, Para-social Involvement, Partisan Selectivity, Personal Integration Needs, Recall Theory, Selective Attention Theory, Selective Exposure Theory, Selective Perception, Selective Retention Theory, Social Identity, Social Integration Needs, Televangelism Programmes., Theoretical Perception, Typology Needs Theory, Values