A Practical Theological Exploration into the Methodist Church Ghana’s Use of Social Media

Abstract

Digital communication, particularly social media platforms, have had a significant influence both within and outside the church. Social media platforms, specifically Zoom and WhatsApp, became the major tools that were employed to maintain and continue online services and other church- related activities amidst COVID-19 which prohibited traditional in-person meetings among churches, including the Methodist Church Ghana (MCG). However, its adoption and effective use may have been influenced by several factors, including church doctrine, cultural perception, technical capabilities, etc. The church’s ability to understand this influence and deliberate effort to commit and use these technologies effectively will be essential in enhancing its relevance and ability to reach out with the good news of Jesus Christ. This study, therefore, employed Osmer’s approach, a four-step theological model adopted to evaluate the causalities, forms and effect of theological practices understanding the current usage of Zoom and WhatsApp online platforms and assessing how they have been accepted. It also sought to discuss biblical, normative and theological principles to examine social understanding, and finally developed strategies to ensure the smooth and effective adoption of Zoom and WhatsApp in services, bible studies, bible classes, information dissemination and other activities in the MCG. A survey was conducted through questionnaire and focus group discussions which focused on collecting data from congregants and clergy on the level of inclusion of social media platforms in their church activities, membership indulgence, complaints associated, positive impacts on the growth and how traditional and cultural norms affect their usage. From the survey, there was an overall positive response regarding Zoom and WhatsApp pertaining to their popularity, accessibility, reliability, and how informative and trustworthy they were. The Technology Acceptance Model (TAM) was used to ascertain the critical factors for acceptance. The results showed that conducting activities and teachings using Zoom and WhatsApp helps to bridge the gap between cultural, traditional and religious beliefs, known as subjective norms, and technology acceptance by the congregants. This strategic reflection must be contextually informed, theologically grounded, and biblically supported. Social media is undoubtedly another channel to disseminate the gospel and share church activities globally, but it must be used carefully and always be guided by the teachings and guidelines of the church. The major pragmatic strategies identified to help the easy implementation and smooth transition to more integrative church-related activities and technology included team building, training, a specified target audience, and creating a clear social media presence and policymaking goals. It is recommended that the church continues to be engaged in applying the suggested strategies by organizing seminars at the different levels of the church structure to communicate these methods to all congregations and congregants fully. Further research could repeat this study with different churches and Christian bodies as well as different social media platforms such as Facebook and YouTube, amongst others.