An Analysis of the Use of the Electronic Media For Christian Evangelism: a Case Study of the Assemblies of God

Date of Graduation

Fall 1989


Master of Arts in Communication



Committee Chair

Holt Spicer


The present popular image of electronic world evangelism is that of an emotional televangelist preaching to many and pleading for money to stay on the air. Recent scandals involving these television preachers have caused many to question the use of electronic media to communicate religion to the world. This study shows that a variety of uses of the electronic media, solidly grounded in communication theory, can be effective in religious communication. This research examines the effectiveness of the electronic media as the channel in a model of religious communication. Types of electronic media channels are described and delivery and reception stages are presented as well as an examination of environmental constraints that must be considered. The final section is a case study of the Assemblies of God and a description of their use of the electronic media in world evangelism followed by an analysis of the denomination's communication activities in four countries. The case study of the Assemblies of God shows that the electronic media can be an effective channel to communicate religious messages cross-culturally when proper planning and research along with a working knowledge of the environment is present.

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© Robert Philip McGlasson