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A Qualitative Analysis of the Communication Strategies of University Based Christian Ministries in the United States and England

Taylor, Samuel (2020) A Qualitative Analysis of the Communication Strategies of University Based Christian Ministries in the United States and England. Masters thesis, Radford University.

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Abstract

This thesis is a qualitative analysis of the communication recruitment strategies utilized by a non-denominational parachurch Christian ministry in the United States and England. The campus ministries analyzed were Cru in the United States, formerly Campus Crusade for Christ, and Agape Student Life, which is the British branch of Cru. The research was gleaned through the use of semi-structured interviews and content analysis methodology. The analysis phase of the study utilized grounded theory as the means of organizing and drawing conclusions from the data. The author interviewed 10 staff members from Cru and Agape collectively and interviews were tailored around the topics of outreach, evangelism, interpersonal communication, social media, and culture. The content analysis phase focused on the social media platforms of Instagram and Facebook and took into consideration the content and frequency of posts during a 1-month period at the beginning of the Fall semester. The Instagram and Facebook accounts analyzed corresponded with the campuses that the interview participants were involved with. The findings of the study showed similarities in the scripted outreach materials used by the ministries, a strong emphasis on utilizing interpersonal communication, and an awareness of a concept in response to culture: “Pre-evangelism.”

Item Type: Thesis (Masters)
Subjects: B Philosophy. Psychology. Religion > BR Christianity
H Social Sciences > H Social Sciences (General)
Divisions: UNSPECIFIED
Depositing User: Samuel Taylor
Date Deposited: 14 Sep 2021 17:01
Last Modified: 14 Sep 2021 17:01
URI: http://wagner.radford.edu/id/eprint/619

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