Commercialisation of Religion in South Africa : A Pentecostal Approach

Aspects of the 2017 Final Report of the South African Commission on the Promotion and Protection of the Rights of Cultural, Religious and Linguistic Communities (CRL) have drawn strong criticism, particularly from South African scholars, politicians and the public. The criticism is largely regarding the constitutionality of its recommendation, which calls for regulation of the Religion to combat its abuse and commercialization. Scholars have criticized the CRL Rights Commission for hastening its investigation and releasing the final report without having a substantive understanding of what is meant by the commercialization of religion, and consequently the unconstitutional implications of the recommendation, to regulate religion. A close reading of this critique has pointed to the urgent need to assemble a cumulative body of research that examines and advances understanding of what is meant by the commercialization of religion. Accordingly, this book gathers scholarly contributions which offer valuable insights into the basics of what is meant by the commercialization of religion. Contributors examine this phenomenon from the historical roots to the manifestation in the contemporary world, particularly in South Africa. Contents Notes on Contributors Chapter 1: Introduction Background to the Study Commercialisation of Religion in South Africa A Pentecostal Approach Approaches to the Study Biblical Perspectives on the Commercialisation of Religion Prosperity Gospel and Commercialisation of Religion Economics of Commercialisation Theology of Commercialisation Regulation of Religion Chapter Outline References Part I: The Use of Biblical Texts in Perpetuating the Commercialisation of Religion Chapter 2: The Strategies of Commercialisation: Texts and Prophecies with Special Reference to 1 Sam 9:6–13 Introduction and Definition Historical Reflections on Commercialisation of Religion Strategies in Commercialisation of Religion A Piece of Silver for the Man of God to Tell Us the Way to Go (1 Sam 9:6–13)! A Piece of Silver for the Man of God in Today’s NPM Conclusion References Chapter 3: God or Mammon? The Theological Problem of Obsession with Money in African Neo-Pentecostal Prophetism Introduction Commercialisation of Religion and the Sacralisation of Material Reality A Christian Religiosity Preoccupied with Wealth Accumulation The Emergence of Prophets as ‘Investment Portfolios’ The Elevation of Money to a God in the Commercialisation of Religion The Fear of God as Panacea Against the Commercialisation of Religion Conclusion References Chapter 4: “The Love of Money Is ‘NOT’ the Root of all Kinds of Evil”: A Critical Discourse and Thematic Analysis of Materialism in some Neo-Pentecostal Churches Introduction Commercialisation Description of the Neo-Pentecostal Churches Rhema Bible Church Rivers of Living Waters (RLW) Ministries Methodology Daily Commercialisation The Gospel of Manipulation Materialism Exposed Conclusion References Part II: Prosperity Gospel and the Commercialisation of Religion Chapter 5: The Gospel and Money: A Neo-Pentecostal Re-reading of Luke-Acts Introduction The Interdependence of Religion on Money Money and Possessions in Luke-Acts Theories of Ownership and Money Giving in Neo-Pentecostal Christianity Conclusion References Chapter 6: Miracle Prosperity and Business Practices of Africa’s Prosperity Teachers Introduction Miracle Prosperity Theology Development of the New Apostolic Reformation Case Studies Authoritarian Leaders Capitalist Business Individualistic Family Practices Addressing the Challenge Conclusion References Chapter 7: Representing Prosperity Gospel in South African News Media: A Discursive Reading Introduction Representation, Discourse, and Ideology in the News Media Prosperity Gospel: American Dream Turned African? Early Representations of Prosperity Gospel in South African News Media: 2003–2011 Recent Representations of Prosperity Gospel in South Africa Conclusion References Part III: The Economic Challenges and the Commercialisation of Religion Chapter 8: Gospel on Sale Introduction Research Methodology Relevance of the Study The Prosperity Message Within Global Spaces The Prosperity Message Within African Neo-Pentecostalism The Original Intent of the Prosperity Message The Advent of Neo-Pentecostalism in South Africa The Lavish Lifestyles of Neo-Pentecostal Pastors The Commercialisation of Religion The Selling of Sacred Products African Worldview on Prosperity Distortion of the Gospel African Religion and Sacred Products Challenging the Narrative Conclusion References Chapter 9: Socio-Economic Conditions: The Rationale Behind the Financial Abuses in Neo-Pentecostal Churches in the South African Context Introduction Methodology Psychology of Poverty The Role of the State in Helping the Poor The Role of the Church to Help the Poor Eli’s Sons The New Testament Examples The Church Should Fight Corruption Proper Understanding and Appropriation of Money in the Church Should be Encouraged, as Seen in Jesus’ Life and in the Lives of the Disciples Leadership Structure Conclusion References Chapter 10: Clergy Livelihood in Neo-Pentecostalism: A Historical Reconstruction in the Urban and Township Contexts Introduction Phases of Commercialisation of Religion between 1980 and 2023 in South Africa The First Phase (1980–1994) Neo-Pentecostalism Prosperity Gospel Clergy Livelihood The Second Phase (1995–2023) The Commercialisation of Religion TV, Facebook and Radio as Enablers of Commercialisation of Religion Churches Led by South Africans Churches Led by Foreign Nationals Conclusion References Chapter 11: Community Empowerment Versus Individual Success among Neo-Pentecostal Pastors in South Africa Introduction Community Empowerment—A Theoretical Framework Community Empowerment Theory The Importance of Community in an African Worldview Community Empowerment within Pentecostalism Goka Prayer Camp Korean Churches in Los Angeles Community Empowerment: An Antidote to Commercialisation of Religion Conclusion References Part IV: Theological Reflections and Implications on the Commercialisation of Religion Chapter 12: Commercial Praxis of Neo-Pentecostal Churches and the Prosperity Gospel Introduction Neo-Pentecostalism: The Evolution of Faith The Prosperity Gospel in Thohoyandou The Commercial Praxis of Neo-Pentecostal Churches The Impact of the Commercialisation of Neo-Pentecostalism Measures to Curb Commercialisation Conclusion References Chapter 13: Imago Dei and Consumership in Neo-Prophetic Pentecostal Churches in South Africa Introduction The Image of God Commercialisation of Religion and the Calling of Humans Commercialisation of Religion and Violation of the Image of God Commercialisation of Religion as Witnessed in the Conduct of Pastors/prophets in NPCs Conclusion References Chapter 14: Indigenous Belief Systems, Commercialisation, and New Prophetic Movements Introduction Processes in African Traditional Divination The Advent of the Tent Ministry African Traditions and Christian Practices Meet Discussion Initiator of Commercial Transactions Giving Gifts Spiritual Disposition Public Opinion End Results & Expectations Implications Conclusion References Part V: The Commercialisation and the Regulation of Religion Chapter 15: Prophets Violating South African Reserve Bank (SARB) Regulations: The Case of Enlightened Christian Gathering Church Introduction Theoretical Framework The Case Study Current Trends Within Southern African Pentecostalism South African Reserve Bank Regulations on Foreign Exchange The Rationale Behind Such Practices Prosperity Gospel Preachers Socioeconomic Situation Normative Reflection The Position of Scripture The Position of the Church Community Responsibility The Responsibility of Government Pragmatic Strategy Conclusion References Chapter 16: Regulating Inimical Religious Practices: Practical Realities and a Constitutional Conundrum Introduction The Intersection Between Religion and Law Constitutional Framework Legalities Against Abuses Conclusion References Epilogue Index