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Article
To Build a Generation of Stars: Megachurch identity, religion and modernity in Indonesia
South East Asia Research (2016)
  • Jeaney Yip
  • Chang Yau HOON
Abstract
Against the backdrop of dominant Muslim presence, an aspiring middle class and the modernisation
of Indonesia as an emerging market, we explore how a contemporary megachurch in Indonesia
constructs a corporate identity and examine how ‘Western’ ideals and modernity influence
organisational practices and communication in a religious setting. We deploy discourse analysis as
our approach, which includes a critical reading and semiotic analysis of corporate artefacts to
understand their underlying structures and discourse in enacting the corporate identity. We
examine how discourses of self-empowerment, Westernisation and modernisation, business and
nationalism coalesce to construct a marketable corporate identity for the megachurch. From this
perspective, we argue that corporate identity is fluid and is shaped by meaningful choices taken to
discursively construct a particular image for its intended audience(s).
Publication Date
Winter December 16, 2016
Citation Information
Jeaney Yip and Chang Yau HOON. "To Build a Generation of Stars: Megachurch identity, religion and modernity in Indonesia" South East Asia Research Vol. 24 Iss. 4 (2016) p. 477 - 491
Available at: http://works.bepress.com/changyau_hoon/91/