USES AND GRATIFICATIONS OF TELEVANGELISM AMONG SOUTHEAST RESIDENTS

Abstract

Many ministers aspire to preach the gospel on television, yet neither televangelism operators nor broadcasters fully understand how viewers engage with the content or the gratifications they derive. This study examined the uses and gratifications of televangelism among residents of Southeast Nigeria, focusing on Abia, Anambra, and Enugu States. Using a survey research method, data were collected through questionnaires and analysed using descriptive and inferential statistics (frequencies and percentages). Grounded in the Uses and Gratifications Theory, the findings revealed that 86% of viewers watch televangelism for spiritual fulfilment, yet its overall impact on residents is limited. While televangelism provides inspiration and religious guidance, the study found that many programs focus excessively on prosperity and personal popularity rather than genuine soul winning. Additionally, the study identified gaps in audience engagement, with some viewers feeling disconnected from the messages due to repetitive content, commercialization of faith, and lack of interactive participation. As a result, many viewers seek alternative sources for spiritual growth. The study recommends that televangelists expand their knowledge, conduct audience research, and prioritize content that fosters deeper spiritual connections. Additionally, broadcasters should improve program structure, integrate interactive elements, and emphasize messages of faith, morality, and community service to enhance engagement and impact.