The pandemic’s encouragement of social media use has also impacted the field of religious communication and given online Christian influencers a stronger role among people under 40, writes Anna Neumaier (Ruhr University, Bochum, Germany) in the most recent issue of the Zeitschrift für Religion und Weltanschauung (February). The article focuses on German-speaking “Christfluencers,” Who, while being unable to claim the millions of followers garnered by secular celebrities reaching beyond their linguistic and religious boundaries, are usually able to claim thousands or tens of thousands and attain the status of more accessible “micro-celebrities.” These online influencers come from a variety of denominational backgrounds and range from progressive to conservative on social issues. How to live a Christian life is a frequent topic, but they may also deal with religious practices or convey a religious message while dealing with more general themes of generational interest, from fashion to environmental concerns.
Pointing to Danish scholar Stieg Hjarvard’s observation that media are agents of religious change, Neumaier characterizes Christian influencers as an example of religious institutions’ increasing adaptation to the ways and style of the media. Moreover, these influencers have proven to be well adapted to the decreasing relevance of denominational differences in European countries, most often presenting themselves simply as Christians rather than emphasizing any specific denominational orientation. In addition, while not being “official experts” within their own religious context, they nevertheless become role models for lived religiosity, pointing to a way of gaining influence that is quite different indeed from the way it is attained in traditional churches.
(Zeitschrift für Religion und Weltanschauung is the new, and now bimonthly, main title of the former Materialdienst der Evangelischen Zentralstelle für Weltanschauungsfragen: http://www.ezw-berlin.de/publikationen/zeitschrift-fuer-religion-und-weltanschauung/)
