"Digital Media Strategies in a 21st Century Church"

Celina M. Yebba

I am a graduate student at the University of Central Florida, working towards a Master of Arts in Rhetoric and Composition. Prior to graduate school, I was assigned to a civil engineering squadron in the United States Air Force, and was deployed to Afghanistan as a member of the 560^th RED HORSE. My research interests include digital evangelization and social media composition.

Contents

Abstract

Introduction

History of Christian Media Use

History of Christian Media Use Cont.

Religious Use of Digital Media

Religious Use of Digital Media Cont.

Conclusion

Works Cited

Introduction

Social and digital media technology expansions have broadened the available platforms for online community and information sharing in the 21st century. As these technologies rapidly replace prior mediums of communication (newspaper, magazine, television, radio, and the telephone), an understanding of how to engage an audience through digital media becomes increasingly necessary for business media strategists. Sir Timothy Berners-Lee, widely recognized as the man who created the World Wide Web, made a statement on its 25th anniversary: “We have built an amazing resource over a short 25 years. I believe it is vital enough that we must all take greater action to enhance and defend it" (Berners-Lee, 2014). That “amazing resource” Sir Timothy referred to has continued to grow, and organizations that are choosing to not enhance their own web presence seem to be quickly falling behind those that do.

The Pew Research Center has conducted numerous surveys and polls through the Internet and American Life Project to determine the extent to which social networking services and digital communication play a role in the lives of average American citizens. A Pew survey conducted in 2013 showed that 73% of adults that have access to Internet service are now subscribing to at least one social networking service. 42% of that very same group reported maintaining accounts with multiple social networking sites simultaneously. To put into perspective the rapidity in which digital communication is growing, the same survey found that “between February 2005 and August 2006, the use of social networking sites among young adult internet users ages 18-29 jumped from 9% to 49%”  (Duggan & Smith, 2014). That is a significant leap in social media membership in just 18 months.

As more people sign onto social media every year and an increased percentage of our day-to-day lives involve Internet usage, it is essential to engage in an in-depth evaluation of the sociological impacts and cultural effects that this technology is having on our society as a whole. We can be sure that the drastic rise in social media participation has resulted in a reevaluation of how business groups, including non-profit and religious organizations, are seizing opportunities to communicate directly with users. As with traditional business marketing, the success of religious organizations relies heavily upon the effective use of these new-media forms. Common social media sites and apps such as Facebook, YouTube, Twitter, Tumblr, and Instagram have a significant impact on the web-based social attitudes of Internet users towards particular religious organizations.  Though the U.S. census does not currently assess religious affiliation, private surveys have estimated that nearly a quarter of millennials graduating from college are no longer affiliated with any organized religion (Pew Research Center, 2015). Through the numerous free social media platforms available, todays Christian groups have an opportunity to effectively reach a generation of millennials that have been absent from church pews (Pond, 2010). Grasping this opportunity to reach new and young followers is essential. Current research has shown that only an average of 20% of Americans surveyed acknowledged mentioning their particular faith at least once per week. This equates to only one in five Americans referencing their faith per week on social media as opposed to the just over one in three Americans that have been estimated to attend weekly church services (“Religion and Electronic Media,” 2014). Church-goers are ignoring churches' call to evangelize. With such high numbers of young adults leaving their churches, it appears that Christian leaders have been ineffective in reaching out to the needs of their generation. It is also apparent that while media-based evangelization has been neglected, countless opportunities for religious expansion have been missed. Because the Internet is constantly advancing and reshaping, this may make it more difficult for religious leaders to now adapt so many years after these technologies have gained global popularity.

There is a diverse field of existing research that draws connections between the digital media presence of Christian organizations and the involvement of young adults in religious groups. Through the detailed examination of this research, I will evaluate whether or not, despite advancements in technological and digital media, Christian-based organizations have adapted to the needs of a 21st-century followership. By reviewing the content of major Christian-sponsored websites like CatholicsComeHome.org and Mormon.org, I will be able to determine whether or not the current media strategies are engaging both parishioners and potential converts. I will also explore the ways in which Christian institutions are employing mass media and technology, and make suggestions as to how these institutions could use digital evangelization techniques to enhance their followership.