"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

Conclusion

We have seen evidence that the millennial generation is slowly retracting from religious affiliations, and that, statistically, young American adults are exhibiting a reduced connection to religious groups. After examining current research in this field, I find it supports the argument that the reported loss in church membership is the result of the church’s refusal to adapt to technological advancements in social and digital media; however, that does not mean that religious institutions are now incapable of finding effective approaches to digital evangelization in the future. They have undoubtedly missed opportunities, but there are still countless technologies that will enable them to efficiently share their message in the future. We have seen, for example, how effective Twitter has been for the Catholic Church and how the Catholics Come Home “evangomercials” have increased church attendance in the communities where they have been shown. This is why it is so imperative that the religious begin adopting rhetorical skills and practices that will benefit their faith group most in today’s world. The best way of doing this is through observing strategies that have already been successful.

Based off of my evaluation of these Christian websites, further supported by literature in the field, I believe that in order for religious organizations to find success it will be essential that they begin using digital tools for evangelization. Those groups that already have a digital presence should integrate and encourage open dialogue to establish a stronger digital community. To accomplish this, an effective first step for religious groups would be to begin mirroring an already successful organization. LDS chatrooms, for example, have resulted in countless worldwide conversations about the LDS church, and have led to an increase in Mormon baptisms. The LDS church also encourages their members to share evangelical messages through social media, and they use social media as a tool for increasing the range of their message. There is proven success in this method of digital evangelization, so adding features like the LDS chatroom that will engage people in religious discussions is a technique that should be adopted by other religious groups.

While my observations of the Catholics Come Home and Mormon.org websites gave me the overall impression that major religious groups are in support of providing a portal for authentic communication, they are still regulating the extent to which communication can occur. It is important to note that neither of these sites has completely adapted to the most open forms of media interaction, but they are taking steps in the right direction. These sites are in many ways employing some of the newer and more successful elements of available social technology, but further steps to ensure that users can maintain and receive the experience of participating in a genuine online community will be essential if these organizations want their media influence to grow. The Mormon chat room is directed by a team of missionaries whom set well defined boundaries concerning the substance of the conversation that you are engaging in. Catholics Come Home focuses on bringing people into the church through a predominantly media centered campaign. While this is undoubtedly a valuable campaign, it still does not permit communication among users. If effective evangelization is the goal, then the members of faith-based digital communities need to be able to access information, communicate, collaborate, and express their ideas openly.