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Copyright by Fred Jenga 2020 Copyright by Fred Jenga 2020 The Dissertation Committee for Fred Jenga Certifies that this is the approved version of the following Dissertation: “Selling God in Uganda”: A Critical Cultural Study of Persuasion in Mediatized Neo-Pentecostalism Committee: Barry Brummett, Supervisor Sharon Jarvis Scott Stroud Oloruntoyin Falola “Selling God in Uganda”: A Critical Cultural Study of Persuasion in Mediatized Neo-Pentecostalism by Fred Jenga Dissertation Presented to the Faculty of the Graduate School of The University of Texas at Austin in Partial Fulfillment of the Requirements for the Degree of Doctor of Philosophy The University of Texas at Austin December 2020 Dedication This work is dedicated to the Late Reverend Robert Hesse, CSC. A dedicated long term missionary to Uganda ~ He “loved tenderly, acted justly,” and deeply cared for the poor. Acknowledgments I would like to thank the Congregation of Holy Cross for giving me the opportunity, the time, and the needed resources to pursue graduate studies in the United States. I am grateful to the members of the Holy Cross communities where I lived in Berkeley California, St Joseph Hall in Austin, and Brother Vincent Pieau Residence in Austin. Special thanks go to the community directors (Harry Cronin, CSC; Harold Hathaway, CSC; and William Nick, CSC) who saw to it that I am comfortable, and lacked nothing. I also thank my dissertation committee that included Professors Barry Brummett (advisor and chair), Sharon Jarvis, Scott Stroud, and Falola Toyin. All my encounters with the committee were highly engaging and academically stimulating. Thank you too to other Professors who have been part of my studies in the field of Journalism and Communication such as Monica Chibita, Goretti Linda Nassanga, George Lugalambi, Gust Yep, Karen Lovaas, Amy Kilgard, Samuel McCormick, Mindi Golden, Roderick Hart, Josh Gunn, and Madeline Maxwell. Lastly I thank my family, my classmates, and several confreres in Holy Cross who have been in graduate studies in the US at the same time with me such as David Eliaona, Linus Nviiri, and Patrick Tumwine. Thank you all for your encouragement and for your support. v “Selling God in Uganda”: A Critical Cultural Study of Persuasion in Mediatized Neo-Pentecostalism Fred Jenga, PhD The University of Texas at Austin, 2020 Supervisor: Barry Brummett Abstract This Africa-focused study explored the mediatized religious rhetoric of neo- Pentecostalism in Uganda. Situated at the intersection of communication and religion, I explored the construction of neo-Pentecostal rhetoric and also questioned the long term social impact of such rhetoric on Uganda and other developing countries. Interdisciplinary in nature, my study focused on three Ugandan pastors who own media houses, and have a long term presence in media. Through a contemporary rhetorical analysis of television broadcast programs and popular books written by the pastors, I examined the construction of the rhetoric in relation to the Ugandan socio-economic and cultural context. The study reveals that through a good reading of Ugandan traditional cultural beliefs and practices, and a good understanding of Ugandan socio-economic challenges, the pastors have strategically created religious rhetoric that is effectively aligned with the needs of a Ugandan audience. Through appropriation of media technology, the pastors produce and circulate rhetoric that promises hope, economic upward mobility, and good health for all through a miraculous intervention of God. vi While the neo=Pentecostal rhetoric has provided some answers to help Ugandans cope with their challenges, in primarily proposing faith in God, relentless prayer, donations to God through the pastors, and honor and obedience to the pastors, neo-Pentecostal rhetoric has potential of shifting attention away from social and systemic causes like bad governance that underpin many Ugandan social challenges. Key Terms: Cultural Studies, Rhetoric, Media, Pentecostalism, Uganda. vii Table of Contents List of Tables……………………………………………………………………….xi List of Figures……………………………………………………………………...xii CHAPTER ONE: GENERAL INTRODUCTION………………………………………...1 Introduction…………………………………………………………………………...1 Definition of terms……………………………………………………………………5 Historical background to Pentecostalism……………………………………………11 Historical background to Communication and religion in Uganda………………….17 Anglicanism and Catholicism in the Print Media……………………………………18 Catholicism and Anglicanism in the Broadcast Media………………………………24 Islam and Media in Uganda………………………………………………………….29 Pentecostalism and Evangelicalism in Media in Uganda……………………………30 Other Christian faith groups in Media……………………………………………….33 CHAPTER TWO: LITERATURE REVIEW AND THEORETICAL FRAME.35 Overview of the chapter……………………………………………………………...35 Communication and Religion in North America and Europe………………………..38 Communication and Religion in Africa……………………………………………...49 Cultural Studies as a Theoretical Frame……………………………………………..56 CHAPTER THREE: METHODOLOGY………………………………………...65 Design and Approach………………………………………………………………...65 Data Management……………………………………………………………………69 Constructing the "text"……………………………………………………………….71 Analyzing the "text"………………………………………………………………….77 viii CHAPTER FOUR: DESCRIPTIVE ANALYSIS………………………………...81 Overview of the chapter and the analytical process………………………………….81 Profiles of Pastors Kayanja, Kiganda, and Serwadda………………………………..85 Broadcast programs of Kayanja…………………………………………………….91 Broadcast programs of Kiganda…………………………………………………….120 Broadcast programs of Serwadda…………………………………………………..135 Printed material of Kayanja………………………………………….......................139 Printed material of Kiganda………………………………………...........................151 Printed material of Serwadda……………………………………………………….150 Synthesis of the broadcast and printed work of the three pastors…………………..165 CHAPTER FIVE: CONTEXTUAL ANALYSIS……………………………….178 Overview of the chapter…………………………………………………………….178 Uganda's traditional culture and beliefs………………………………….................188 Uganda's unstable and violent political history…………………………………….194 The effects of neo-liberal reforms and corruption on Uganda……………………...203 CHAPTER SIX: EVALUATION AND GENERAL CONCLUSION…………219 Evaluation of the mediatized neo-Pentecostal rhetoric in Uganda…………………219 Limitations of the study…………………………………………………………….233 General Conclusion…………………………………………………………............234 ix Appendix 1: ……………………………………………………………………...238 References………………………………………………………………………..239 x List of Tables Table 1: Cathollic broadcast stations in Uganda…………………………….…26 Table 2: Pentecostal and Evangelical broadcast stations in Uganda…………..31 Table 3: Broadcast stations of other Christian faith groups in Uganda……. ….33 Table 4: Titles of Kayanja's broadcast programs………………………….…...92 Table 5: Titles of Kiganda's broadcast programs………………………….….121 Table 6: Titles of Serwadda's broadcast programs………………………..…..137 Table 7: Titles of books written by Kayanja…………………………….……140 Table 8: Lay out of chapters in Kayanja's book………………………………146 Table 9: Lay out of chapters in Kiganda's book………………………………153 Table 10: Titles of books and pamphlets written by Serwadda…………..……156 Table 11: Lay out of chapters in Serwadda's book……………………….……158 Table 12: Key themes in the rhetorical texts of the three pastors………...……165 Table 13: Subject positions taken by the three pastors……………………...…171 Table 14: Major ethnic groups in Uganda………………………………………188 Table 15: Similarities between African Traditional beliefs and Pentecostalism..193 Table 16: Uganda Corruption Perception Index…………………………………212 xi List of Figures Figure 1: Map of Uganda showing linguistic and cultural composition……….…189 xii CHAPTER ONE: General Introduction Introduction According to a 2006 survey of global Christianity by the Pew Forum on Religion and Public Life (2006), Pentecostalism and related Charismatic ‘spirit-filled’ movements represent one of the fastest growing segments of global Christianity. The study points out that Pentecostalism was one of the most influential developments of the 20th century, and it was poised to have even greater influence in the 20th century. The report highlights that nowhere is the growth and influence of Pentecostalism and related movements more evident in shaping the social, the political, and the economic landscape, as has been in Latin America and Africa. Earlier studies by scholars such as Walls (1996), Jenkins (2007), Fyfe and Walls (1996) had also noted the gradual shift of the growth of Pentecostalism from the northern hemisphere to the southern hemisphere. Jenkins (2007) particularly notes that the “centre of gravity in the Christian world has shifted inexorably southward, to Africa, and Latin America” where “the largest Christian communities on the planet are to be found”(p.1). Fyfe and Walls (1996) observe that the dramatic growth has been largely in the Pentecostal brand of Christianity which is becoming “the standard Christianity of the present age” (p.3). This Uganda-focused study explored the rapid growth of Pentecostalism or Charismatic Christianity in Africa with a specific focus on its rhetoric. The increasing growth of Pentecostalism in countries in Africa points to the effectiveness of the religious 1 rhetoric being used on the continent. My interest was to understand the reason for such effectiveness. Whereas Pentecostalism or Charismatic Christianity has been studied elsewhere, there are no known scholarly studies from a rhetorical studies perspective that have examined how such religious rhetoric is constructed and operates under
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