Ariane Kovac was interviewed as an expert for the FUNK format “Die Da Oben!”
The report by the German online content network of ARD and ZDF focuses on so-called “Christfluencers” – influencers who share religious content, particularly with a Christian-conservative slant, on platforms such as Instagram, TikTok, and YouTube. They usually position themselves outside of traditional church structures: they are generally not ordained ministers, but lay people who talk about their faith on social media – often with an enormous reach. In German-speaking countries, some accounts have already reached six-figure follower numbers.
Some of these Christian influencers convey an image of God that is deeply rooted in evangelical beliefs: God guides the life of every individual – right down to their choice of partner. According to Kovac, it is striking that particularly large German accounts often originate from conservative free churches. These groups are financed by donations and emphasize a personal, emotionally charged relationship with Jesus Christ.
Political dimensions of a digitally lived faith
In the interview, Kovac points to the increasing political charge of this content: Christian influencers link religious statements with social norms and political positions – often based on US role models. There, the Christian right, i.e., ultra-conservative, evangelical Christians, is a significant voter bloc that Republican politicians in particular target.
According to Kovac, similar trends can also be observed in Germany. For example, the AfD picks up on similar narratives and employs anti-gender, anti-woke, or anti-diversity rhetoric. With their normative statements, Christian influencers contribute to narrowing the space for discourse. The emotional appeal on social media facilitates the spread of simplified but powerful religious messages, some of which also have social and political implications.
Scientific expertise on religion and digitality
Ariane Kovac conducts research at CERES on the intertwining of religion, digitality, and confessionality. She is a research assistant in the REDiCON (Religion – Digitality – Confessionality) project, which examines, among other things, how digital media are changing forms of religious communication and self-understanding. In her doctoral thesis entitled “Taking Christianity to Therapy,” Kovac examines how moderate Christians in the US are responding to the increasing shift to the right in Christianity there.
Click here for the Funk report featuring Ariane Kovac as an expert: https://www.youtube.com/watch?v=UhuPWUPr-MI