"THIS IS YOUR DAY!" with Benny Hinn and Friends

Benny Hinn is a televangelist with a high-powered financial base of operations in Dallas, Texas. Hinn's particular message doesn't stay in Dallas though, thanks to his daily television program, "THIS IS YOUR DAY with Benny Hinn," and his touring holy circus, through which he attracts groups of followers who pledge large amounts of cold secular cash. Of all the televangelists, Hinn is one of the best.

Hinn's program, and the rest of the multimillion dollar tele-christ industry, is not succesful by accident. His fundraising techniques are the same ones used by advertisers selling soda and motor oil. His appeals are directed toward his audience; successful individuals endorse him; 'free gifts' are offered; and in the spirit of television the appeals are endlessly repeated.

Each appeal is effective for different reasons, and some are more effective than others. As a whole they are effective enough to fund his daily broadcasting schedule, pay his not insignificant support staff, and theoretically feed starving people, an activity mentioned only in passing during any given episode.

Before we look at the show, "THIS IS YOUR DAY with Benny Hinn," we need to assess who watches religious television. Televangelism does not convert the non-believer to Christ; it serves as an alternative to previously practiced church behavior, or as a supplement to traditional church behavior. Most viewers of religious programming not only go to church regularly, but also engage in a wide variety of non-church religious activities. The other key market segment is comprised of individuals who are suffering a personal crisis, usually health or money related. These are the central facts of televangelistic success and growth in America, the most religious nation in the industrialized world.

But back to Benny. Hinn directly addresses the sick, broke, and born again, and routinely announces miracles on the air between commerials. These miracles are related to appeald to the sick and/or broke, which function in two ways. First, those suffering from health or financial woes hear their troubles recounted in the second person, a technique used to convey a sense of personal relevance and facilitate message elaboration, i.e. clarifying the argument presented. Detailed descriptions of worldly pain are sharply contrasted against Hinn's vivid descriptions of Peace through Christ. After chewing on these images, the viewer is likely to wonder how he can achive them. And like St. Gabriel himself, the 'prayer line' 1-800 number suddenly materializes at the bottom of the screen.

Along with those suffering from health or finance problems are the those already converted and in the habit of agreeing with pastor Hinn. His paradise shpiel most likely reaffirms their positive attitudes towards him. Besides, how can you disagree with someone asking for the salvation and deliverance of those in need?

These appeals represent most of Pastor Hinn's dialogue. In fact the bulk of "THIS IS YOUR DAY" is a medium shot of Pastor Benny sitting at one of the desks in his television studio (which is located in southern California, incidentally). In this setting, the viewer becomes part of a mass conversation in which Pastor Hinn is the only person speaking. He interprets a passage from the Old Testament, Nahum 1:9, and then begins a series of back-to-back appeals to people with health problems. He speaks of sick people being healed as they watch: "Just as you were watching the Pot of God [a Crusade excerpt], a man with a very serious problem in his back was just healed. A back problem has just been healed! In fact, you have not even been able to sleep. Just as we came out of that segment, the Lord said, 'someone's back has just been healed!' C'mon let's pray: Father in the name of Jesus, heal everyone who believe [sic] in you for a miracle, now--Lord God, let the anointing flow through that body! Let your anointing flow through that life!"

Pastor Benny is careful to use anonymous pronouns, so that the 'healing messages' can relate to many viewers, despite the very personal way he uses the words 'you' and 'we'. He does not lose a beat in the shift from addressing the entire television audience to a single member of the television audience. This allows him to appeal personally as well as collectively, to these individuals, because of the one-way nature of television. Hinn never establishes whether he is praying on-air for those who have contacted him, but acts as if God is speaking to him 'real time' about miracles occurring and people being healed. This contradicts the fact that the programs must be pre-recorded at least several hours prior to broadcast, not to mention the different broadcast times of the same program worldwide.

In sales language, the quotation of Bible passages is called 'arousing interest.' Effectively "relating the old to the new". The reasoning is that relating a new object, idea, or behavior, to something already recognizable arouses the interest of the viewer. This establishes a sense of familiarity and promotes cognition on the connection between the new and familiar object, idea, or behavior. Recalling something familiar, such as a passage from the Bible, not only serves to arouse interest, but also to establish authority and grounding in the viewer's previously held beliefs. From this 'base' Hinn launches into the shows other segments, such as excerpts from recent Crusades, or perhaps a celebrity endorsement.

Quoting the Bible and relating 'healing messages' to the audience constitutes the majority content of the show, much like sitcoms and news magazine shows represent 'content' around which advertising time is sold. What differentiates most religious programming from conventional television content is the fact that airtime is paid for in advance, thus the content provider must find their own source of revenue. For Benny Hinn and other televangelists, this becomes the electronic equivalent of passing the collection plate. The immense cost of television broadcasting makes fundraising a necessary component of religious programming, thus techniques for increasing the efficiency of time spent on fundraising are employed. And employed. And employed.

Let's step back for a seocnd and break down the show into is component parts. During an episode dated 7/9/98, the total airtime spent on fundraising was 15 minutes and 30 seconds, just over half the length of the entire show. For the sake of clarity I'm defining fundraising as any request to contact the ministry, which includes the prayer request line, plugs for upcoming Conferences/Crusades, book/tape offers, requests to join the ministry as a 'Covenant Partner', celebrity endorsements, as well as every visual request to contact the ministry appears on the screen. 15:30 works out to 30 seconds more than God gets.

Now let's look at the appeals themselves. Requests for money come in several forms, each appealing to different possible motivations. First, there are appeals to the personal needs of viewers for souvenirs, instructional materials, personal help, or service. Audiotapes and books fall into this category, as do the services of the 'prayer center'. Second, appeals to support the work of the ministry, for example to cover the cost of broadcasting and special ministry projects or crisis appeals. This is the main draw behind the Covenant Partners campaign. Says THIS IS YOUR DAY celebrity endorser and fitness expert Brenda Digraph: "It's fulfilling, knowing you were a part of sending the man of God out there with a message for the rest of the world to hear. It's a wonderful thing." A third category consists of altruistic appeals--calls to help or influence others in society, often through charitable works, political activities, and moral crusades.

Benny Hinn makes the majority of the non-visual requests himself. The technique used is that of direct address. "But quickly, I'm gonna tell you one more time, please if you have not gotten it, Dr. Cherry's study guide. I wanna do it just for as long as God tells me, in fact I did it last week and I said this is the last week, and the next thing I know the lord said, 'don't stop yet!' cause the Lord knows somebody needs this. Make sure to get this, the study guide by Dr. Cherry, on nutrition". Later in the program the same request is made, but with a slightly different motivational basis. Directly following a 'healing message' for a man with heart problems, "Remember, God does use doctors, God does use nutrition, and the natural realm is a gift of God! That's why I'm telling you about Dr. Cherry's book, uh, study guide on health!" In this case, following the guidelines in the study guide is framed as an act that is in accordance with God, and that purchasing a study guide pleases God. But there is more than one motivational factor at play during this appeal.

This request is clearly targeted at health conscious individuals, and judging by the followers pictured during the Crusade footage, health conscious elderly women. The elderly make up the majority of the paid-time religious market, which considering all the talk of life after death only makes sense. Viewers motivated by a vivid fear of death and consequently a personal need for information on nutrition are likely to be particularly affected by this appeal. The price of the 'study guide' is intentionally inflated to $25, for what is actually only a short pamphlet. Such price inflation could induce cognitive dissonance post purchase. Ideally, the viewer will reflect upon the exchange when receiving a product that is not worth $25, and justify their decision as support for the ministry. "Please call today, call today and get this. Before we see the Pot of God, nothing is impossible with the Lord--Watch this!"

At this point Brenda Digraph offers her celebrity endorsement. Music booms in, images of a physically fit and spandexed woman on a rowing machine fill the screen. The announcer's voice elaborates, "Brenda Digraph is America's fitness trainer. She's recognized in over 60 million homes as one of the top exercise trendsetters in today's fitness industry. Whether you're watching one of her 54 exercise videos, infomercials, or live performances, Brenda Digraph's message is always the same: if you rely on the champion within, you can do anything."

Brenda explains, "The champion within is Jesus Christ, Jesus Christ lives in my heart." Celebrity endorsements are effective means of generating positive audience reactions for several reasons. First, they provide a model of attitudes and behavior for the viewer to emulate. Second, they establish an example of the consequences of adopting these attitudes and behaviors. This includes non-verbal and implied consequences attributed to the attitude behaviors being endorsed, such as physical appearance and personal satisfaction. Third, the celebrity testimonial ties the endorsed attitude behaviors into the larger social structure of televised media. The more familiar the source of the message, the less foreign the message content is perceived, thus increasing the likelihood of persuasion. Another factor helpful in increasing favorable attitudes towards a product or service is the authority or expertise of the message source. Perceived expertise of the source is effective in promoting positive attitudes regardless of message. The Announcer continues, "She won 18 world championships, including the prestigious American Aerobics award. Today she reaches millions through worldwide magazine layouts, fitness products, and regular appearances as the fitness expert on the Home Shopping Network. One word could sum up Brenda's life: commitment. Not only is Brenda committed to physical health and exercise, but she is spiritually committed to Jesus Christ and to being a partner with Benny Hinn ministries!" Here, the editors inserted a shot of Brenda singing in a large religious service, possibly at Benny Hinn's own, World Faith Outreach Church in Orlando, Fla. This is a peripheral cue, which links a visual example with a scripted voice over, effectively illustrating the spoken words. Peripheral cues do not necessarily validate the message content, but can be effective in attitude formation. In this case, 'Spiritually committed to Christ' is depicted as sobbing during a large church service. Even more significant are the reoccurring cues indicating the level of emotional involvement required of active participation such as crowd shots of teary followers and stages full of throbbing people having epileptic reactions to the Holy Spirit.

The Benny Hinn logo, a dove superimposed on a globe, fills the screen as Brenda's voice continues, "Being a partner with Pastor Benny Hinn means a lot to me. As you go through life and you try to touch people's lives one on one, day by day let them know about the love of Jesus, it makes you feel so good when you've been able to witness to somebody. But when you know that you're a partner with Pastor Benny Hinn, and the Benny Hinn ministries, you know not only one soul is being touched today, or two souls are being touched today...." The cut on this line is to footage from one of Pastor Hinn's Crusades. The convention center is packed with crying elderly worshippers running towards the stage, arms raised. This shot illustrates Brenda's claim to the wide reach of Hinn's message, but, more importantly, emphasizes the vast number of followers. This functions in several ways, first as the propaganda technique of bandwagon. The number of people already involved with Benny Hinn Ministries can stand as a testament to the validity of the cause; it stands against reason to assume that all pictured were misled into participation. Secondly, the crowd shots function to make the viewer aware of the larger social group to which they would belong as a 'Covenant Partner.'

"Whether they're watching at home or at one of the crusades... you can see the people in the audience, and you know that when they leave that crusade they will never be the same. If you think about it, it's a dollar a day, to be a partner, to be involved in the ministry. That dollar can touch so many souls, so many people can be healed, so many people can be saved, just from watching the TV shows, just from going to the crusades, for a dollar a day, it is such a small price to pay for someone to be able to experience eternity, to experience the love of Christ, to experience a healing in the privacy of their own home when maybe they couldn't go to church, or go to see pastor Benny, but they can watch him on TV! [Sic]" This is symbolically illustrated by a shot of wheelchair bound elderly watching "THIS IS YOUR DAY" on television. The motivational basis of this appeal is altruism. Benny Hinn Ministries is portrayed as a major changing force in the lives of many, who would otherwise be unsaved and miserable. The implication here is that donating money for the happiness of others in turn increases personal happiness.

"And their faith is increased. And you know when you think of a dollar a day, that's 30 dollars a month, that's like, a pizza and a coke, I mean really, and someone's life is worth so much more! If anyone out there would just understand that becoming a partner with Pastor Benny their life will be so enriched, because of their donation. Without people's support he couldn't go out and do a lot of the television shows, he couldn't go out and do a lot of the Crusades". This is a direct call to support the ministry, followed by a personal appeal for the happiness of the viewer. Again, the joy inherent in helping others is emphasized.

"And then you know what, when he does, it's fulfilling, knowing you were a part of sending the man of God out there with a message for the rest of the world to hear. It's a wonderful thing. I would encourage anyone to become involved with the Benny Hinn ministries and become a member; it is so fulfilling. You know, you can go through life and you can donate money to various organizations, people knocking on your door, and people sending you things in the mail, saying support this, support that, but there's nothing like supporting the Benny Hinn Ministries. And I'm thrilled to say I love watching Pastor Benny Hinn, I love supporting his ministry, and I would encourage anyone to become involved with the ministry, because it is so rewarding, mentally, spiritually, emotionally, it's wonderful!"

Brenda's testimony is obviously edited, with inserts of closer angles from different takes, and a 'hyper-conversationalism' that comes from editing noise-bite sized samples together while maintaining a conversational flow. What is disturbing about this segment more than anything, is the number of times Brenda repeats herself. Particularly the way she repeats entire sentence fragments, and thematically similar concepts, such as the fulfilling nature of becoming a 'Covenant Member'. This is hardly coincidental, as most televangelists, Benny Hinn included, draw most of their operating budget from monthly contributors. Membership programs are particularly valuable to televangelists because they establish a system for collecting money on a regular basis. The monthly mailings help to remind the "Partner" to pay up, as well as create a sense of debt for all the "free" crap they get in the mail that in theory would induce additional compensation.

In a more traditional television approach, with a panning background shot of audience, an announcer reads as titles zoom to the foreground, "God desires for you to be whole... ...in every aspect of your life... including your Emotional Heart [Italics theirs]". The voice over continues, "And Benny Hinn wants to help you and your loved ones to understand the spiritual need of these areas by making available two of his anointed audio tape teaching series! "Setting the Captives Free" will enable you to recognize and reverse the curses of sickness and poverty brought about by demonic influence. And through "Inner Healing" you can be set free from the painful memories of the past, changing your destiny by breaking family curses. You can achieve total victory through the careful application of spiritual principles contained in the word of god. "Setting the Captives Free" and "Inner Healing" can be yours for a gift of $25 each, or $50 for both! For fastest deliver call toll free 1800xxxxxxx to order using your charge card. Or write to Benny Hinn, PO Box 90 Orlando Fla... When you order today you'll receive as an added bonus, Benny Hinn's tape on overcoming religious spirits, a powerful teaching which demonstrates how the grace of God can release you from control criticism and legalism. This tape is also available separately for any gift. Call or write today and order these informative and inspiring teaching tapes by Benny Hinn! The next Miracle Crusade..."

This is a perfect example a separate scripted segment, personally appealing to the viewer with a product, offered as a solution to demonic influence in everyday life. The inference from the ad copy is that a variety of problems, such as health and finance, are the result of demonic intervention into the life of the viewer. This is a material variation on the "give to get" concept that through a monetary donation, solutions to personal crisis can be easily obtained through overnight mail. Additional motivational factors include: (1) tape sales help the ministry, (2) the tapes will provide better understanding of God, or (3) the tapes will improve quality of life.

The last request format used by "THIS IS YOUR DAY," is the visual request. Visual requests are comprised of each time text information is shown at the bottom of the screen during other screen action. This technique is first used to provide visual reiteration when Pastor Hinn is reading the next month's schedule of Crusades and Conferences. A revolving cycle of text titles displays the Prayer Request Line, as well as recounts the Crusade and Conference dates twice during the Pot of God segment. The third use occurs at the very end of the program. At this point an announcer reads as text is displayed for the Prayer Request Line, Dr. Cherry's Study Guide, both 'inspiring teaching tapes,' and finally all of the Crusade and Conference dates are displayed for the fourth time. The screen fades to black, and a "Paid for by the Friends and Partners of Benny Hinn Ministries," message is displayed.

Despite the effectiveness and broad range of Hinn's fundraising appeals, the most effective is the visual request to call the Prayer Line. This is because making a prayer request involves talking with a 'phone minister' who dutifully records the caller's prayer request for Pastor Hinn, but also a mailing address and phone number. The prayer-line is an opportunity for the evangelist to acquire personal involvement from the viewer, as well as break down the non-reflexive nature of television, making "THIS IS YOUR DAY with Benny Hinn" a more personal part of the viewer's religious experience. It also provides an excellent opportunity to add the caller to a mailing list, so that they can acquire 'free gifts' like audio tapes, pamphlets and computerized forms asking for financial support. Once a viewer is comfortable calling the 'prayer center' the 'foot is in the door' and the televangelist's extensive support team can offer all variety of donation opportunities.

Some combination of request variety and repetition allow Hinn to persuade enough people to send enough money to keep his operation running. Judging by the appearance of his set and the shows slick technical presentation, the World Faith Outreach Center is running quite smoothly. Whether Benny Hinn's fundraising efforts are inspired by a noble vision, or are the product of keen marketing strategy is subject to debate, but his method is effective for his viewing audience. What kind of spiritual life is enjoyed by this audience, only God can say.

Bibliography

1. Fishwick, M & Browne, R. ed. The God Pumpers, Bowling Green State University Popular Press, Bowling Green, OH. 1987.

2. Fore, W. F.,Television and Religion, Augsburg Publishing House, Minneapolis, MN. 1987.

3. Frankl, R., Televangelism, Southern Illinois University Press, Carbondale, IL. 1987.

4. Hoover, S. M., Mass Media Religion, Sage Publications, Newbury Park, CA. 1988.

5. Horsefield, P.G., Religious Television, Longman, New York, 1984.

6. Kitson, H. D., Manual for Study of Psychology of Advertising and Selling, New York, 1920.

7. Shavitt, S. & Brock, T. ed. Persuasion, Allyn and Bacon, Boston, MA. 1994.

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