"A couple of decades later, young people can simply look to their smartphones to find an entire cast of religious and spiritual influencers ready to share their form of the Good News. Catholic priests use humor to share larger beliefs of the faith, while "deconstructed" Christians show what life is like after leaving the faith of their youth. Mormon women showcase their lives to demonstrate how modern life can be infused with traditional Mormon values,"
"There's seemingly endless content on social media, and yet these influencers are captivating more and more young people. What is it about religious and spiritual influencers and their content that stops the scroll? How do they wield such influence, especially to those who may not have strong beliefs or practices? Research in media, marketing, and psychology shows the answers might lie in connection and community. Data abounds on why and how social media influencers can captivate viewers."
Religion and spirituality have shifted from primarily formal settings to abundant presence on social media, where religious and spiritual influencers reach young audiences through smartphones. Catholic priests, deconstructed Christians, Mormon women, and young Buddhist students present varied forms of faith, humor, post-faith perspectives, traditional values in modern life, and practical well-being practices like breathwork and meditation. These creators attract growing numbers of young people despite abundant content. Connection and community emerge as central mechanisms of their appeal. Analysis of multiple studies identifies several overlapping theories explaining why social media influencers resonate with audiences depending on creator style and content.
Read at Psychology Today
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