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The Networked Devotional-Promotional Engagement Model: Examining Congregant Engagement and Religious Public Relations

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The Networked Devotional-Promotional Engagement Model: Examining Congregant Engagement and Religious Public Relations THE NETWORKED DEVOTIONAL-PROMOTIONAL ENGAGEMENT MODEL: EXAMINING CONGREGANT ENGAGEMENT AND RELIGIOUS PUBLIC RELATIONS Jordan Morehouse A dissertation submitted to the faculty at the University of North Carolina at Chapel Hill in partial fulfillment of the requirements for the degree of Doctor of Philosophy in the Hussman School of Journalism and Media. Chapel Hill 2020 Approved by: Adam J. Saffer Lucinda L. Austin Daniel Riffe Damion Waymer Lisa Pearce © 2020 Jordan Morehouse ALL RIGHTS RESERVED ii ABSTRACT Jordan Morehouse: The Networked Devotional-Promotional Engagement Model: Examining Congregant Engagement and Religious Public Relations (Under the direction of Adam J. Saffer) Research suggests that low congregant engagement has negative consequences for both religious organizations and congregants (Dougherty & Whitehead, 2010; Lim & Putnam, 2010). This study combined four methods in an attempt to take a comprehensive approach to examining congregant engagement, including the value of congregant engagement within religious organizations’ strategic communication efforts, factors that influence congregant engagement, and outcomes of congregant engagement. In the process of examining engagement, this study joined concepts and theories from public relations, sociology of religion, and the network perspective to propose a new model, titled the networked devotional-promotional engagement model. This study was separated by two phases. In phase one, this study situated relationships as a form of engagement and proposed a new model of relational engagement that clarifies concepts like covenantal relationships and devotional-promotional communication campaigns. Within phase one, this dissertation examined what megachurches do and how they perceive their efforts, as well as the potential results of their efforts. In phase two, engagement was expanded into three tiers, with relational engagement occurring within the second tier, and factors that influence congregant engagement were examined, as well as outcomes of congregant engagement. Results suggest megachurches aim to realize the networked devotional-promotional engagement model by utilizing devotional-promotional communication campaigns, congregants’ webs of iii relationships are associated with their level of engagement, and congregant engagement is associated with higher levels of capital as well as a stronger relationship with God and the Church. This study provides practical implications for practitioners involved in issue-based organizations and provides several theoretical contributions to public relations scholarship. iv ACKNOWLEDGEMENTS This dissertation is far from an individual accomplishment. First, I’d like to thank the Park Family for providing the funding necessary for me to be a full-time graduate student, travel to conferences, and conduct research the past four years. This would not have been possible without their generous support. Next, I’d like to thank The Graduate School at the University of North Carolina in Chapel Hill for selecting my application for the 2018 Summer Research Fellowship, and Thomas Gene Roberts and Jean R. Roberts for the generous funding. That was a crucial time when I was formulating the networked engagement model and I’m thankful for the time and opportunity to focus only on my dissertation research for one summer. Next, I’d like to thank Eli A. and Minnie S. Rubinstein for their generous research award through the University of North Carolina at Chapel Hill. This award made it possible to pay coders, transcribe interviews, and dig deeper into the networked model. This was a critical part of my dissertation research and I’m grateful for their support. Next, I’d like to thank Curtis Andrusko and Clayton Greene at Summit Church for working with me over the past two years to survey congregants at Summit Church. Their willingness to help and their enthusiasm about this research made it possible to survey congregants at Summit Church, and I am grateful for their kindness, respect, and dedication to transparency. On that note, I’d also like to thank my interview participants, including Curtis and Clayton. I am immensely grateful to each of the participants for making time for this research, sharing their stories, and trusting me with their stories and experiences. v This dissertation would also not be possible without the support of multiple faculty members, including my committee and professors who provided critical feedback and help. First, I’d like to thank and acknowledge my fantastic committee, including Dr. Damion Waymer, Dr. Lucinda L. Austin, Dr. Daniel Riffe, and Dr. Lisa Pearce. Each committee member exhibited incredible levels of kindness and interest, and the feedback they provided enriched this project immensely. I’d also like to thank Dr. Daniel Riffe for his generous research support for the survey in early 2020. Without his support, this dissertation would either take an extra year, or I would have reported 50 survey completions. I’d also like to thank and acknowledge Dr. Deen Freelon for helping me collect data for the content analysis portion of this dissertation, and Dr. Daniel Kreiss for providing encouraging feedback in early drafts of this model in his Qualitative Methods class. Lastly, I’d be remiss to not thank the wonderful professors I’ve had who encouraged me throughout my education. Thank you to Dr. Temple Northup for encouraging me to apply for a Ph.D. program, and for being the most patient coauthor ever. Thank you to Dr. Jennifer Vardeman for introducing me to public relations research, helping me navigate the concepts and theories, and providing guidance on multiple topics over the past several years. And lastly, thank you to Dr. Jeff Root and Dr. Deborah Root for your encouragement, guidance, and multiple letters of recommendation over the past several years. This brings me to another group of people who made this dissertation possible: the incredible administrators, librarians, and students within the Hussman School of Journalism and Media. My time at UNC was enriched by each of you and I am immensely grateful for your friendship and work. I’d like to thank the two best officemates there ever were, Kirsten and Deborah. Their friendship and support throughout this dissertation process has been a highlight of my time during graduate school. I’d also like to thank Yan, Michele, and Alex for always vi being willing to help and assist in whatever way they can. I’m grateful for their assistance in working out issues with the content analysis and survey portion of this dissertation. Lastly, I am thankful to have shared the dissertation process with Josh. I’m grateful to have been able to celebrate each other’s successes, commiserate in set-backs, and be there for each other over the past four years. There are a few more friends I’d like to acknowledge who aren’t related to UNC, namely Ashley, Chuqing, Amy, and Brian. They enriched this process in different ways and I’m forever grateful for their friendship. I’d also like to acknowledge and thank my husband and my family. Codey’s unwavering support, encouragement, perspective, and praise made this dissertation possible (and enjoyable). Additionally, my family provided welcomed distractions and support at every step, and I’m grateful for their love and wit. Last, but not least, I’d like to thank my advisor, Dr. Adam J. Saffer. I entered into this program with an open mind, tendency to get bored, and appetite for more. With his leadership, guidance, expert advising, and friendship, I’ve become a driven scholar, a confident instructor, a gracious mentor, and a better leader. Dr. Saffer has an incredible ability to set high expectations and expect the best, while also being endlessly kind and patient. He provided detailed feedback, pushed me, never settled for anything less than stellar, and spent hours reading, editing, analyzing data, and teaching me. He has celebrated the small wins, helped me resolve the big setbacks, and approached every problem throughout this process like it is a fun puzzle that is one step away from being finished. His attitude and outlook made every step of the dissertation process an exciting new adventure. vii TABLE OF CONTENTS LIST OF TABLES ...................................................................................................................... xvii LIST OF FIGURES ..................................................................................................................... xix CHAPTER ONE: INTRODUCTION ............................................................................................. 1 Megachurches in the United States ............................................................................................. 2 Location of Megachurches ...................................................................................................... 3 Denomination of Megachurches ............................................................................................. 4 Non-Denominational........................................................................................................... 5 Growth of Megachurches ........................................................................................................ 6 Reach of Megachurches. ..................................................................................................... 7 Frequency of Interaction. .................................................................................................... 8 Megachurches are Unique......................................................................................................
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