'To build a generation of stars'

Jeaney Yip, Chang-Yau Hoon
2016 South East Asia Research  
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
more » ... d 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).
doi:10.1177/0967828x16674132 fatcat:5mq3hxc6azb4fklqyv4ulop2va