On Religion: Vatican Gathers Global Creators To Rethink Online Evangelism
(ANALYSIS) With a nod to digital life, Merriam-Webster has expanded its “influencer” definition to include a “person who is able to generate interest in something (such as a consumer product) by posting about it on social media.”
Pope Leo XIV didn't use that term in his latest remarks on faith in the internet age, even while addressing the recent Vatican Jubilee for Digital Missionaries and Influencers.
“Today, we are in a culture where the technological dimension is present in almost everything, especially as the widespread adoption of artificial intelligence will mark a new era in the lives of individuals and society as a whole,” the pope told more than 1,000 content creators from over 70 nations.
READ: Pope Leo Urges Youth Toward Real Relationships In A Digital Age
“We have a duty to work together to develop a way of thinking, to develop a language, of our time, that gives voice to Love” — with a divine uppercase “L” in his text. “It is not simply a matter of generating content, but of creating an encounter of hearts. This will entail seeking out those who suffer, those who need to know the Lord, so that they may heal their wounds, get back on their feet and find meaning in their lives.”
The pope, who studied mathematics as an undergraduate, warned Catholic influencers about temptations they should avoid, such as the “logic of division and polarization," "individualism and egocentrism," "fake news" and "frivolity.”
The church, he noted, has “never remained passive” when facing cultural change, but strives to separate “good from evil and what was good from what needed to be changed, transformed and purified.”
Meanwhile, journalists spotted modern trends while surfing the online work of many participants. The Daily Mail headline proclaimed: “Christianity Is Sexy Now! How 'Hot Priest’ Influencers Are Drawing Young People to the Church in Their Droves." The Telegraph went further: “Vatican Turns to 'Hot Priests' to Spread Faith: Social Media Seen as Means to Ensure Survival of a Church Suffering From Declining Numbers.”
Hooks for the coverage included an Italian “bodybuilder priest” on Instagram, whose bulging biceps are covered with tattoos. Other influencer priests offered digital followers content about their poetry, workouts, guitar skills, cycling trips and adventures with pets, as well as sermons and Bible studies.
A popular cable television analyst was not impressed. Truth is, social media success has largely been defined by influencers seeking money, publicity, popularity and cultural clout, said Father Gerald E. Murray, pastor of St. Joseph's Church in New York City and a canon lawyer in the Archdiocese of New York.
“Are these the kind of people that we're counting on to promote the faith, doctrinal knowledge, the experience of biblical literature understood properly? ... So, a guy who posts videos of him(self) walking his cat or buying cappuccinos. Come on. That's funny, but are we into trivia and me-tooism? ... Please! I think we've got to get more serious," he said on “The Prayerful Posse” show on the Eternal Word Television Network.
“This is the make-believe world that if we have people smiling and cheering, then the faith is being promoted. ... You want influencers? ... How about moms with big families who take their kids on pilgrimages and teach their little 3-year-olds to make the sign of the cross?”
The Vatican's digital footprint expanded during the Pope Francis era, and many key players at the influencers conference were part of his work. The previous pope's online flock immediately connected to Pope Leo XIV, and the new pope now has 52 million followers on the @Pontifex X accounts across nine languages. Leo has 14 million followers on his @Pontifex Instagram feed.
In the opening address, Italian journalist Paolo Ruffini — Prefect of the Vatican's Dicastery for Communication — stressed that the participants are part of an ancient network of believers, not one built on computer codes alone.
Many of the early disciples were fishermen who worked with nets, he noted. Digital nets have great potential for outreach — but also great risks.
“How do we sow hope amidst despair? How do we heal division? Is our communication rooted in prayer, or have we allowed ourselves to adopt the language of corporate marketing?" he asked. "Let us testify that it is possible not to be swept away by this tide. ... Let us throw the net on the other side.”
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Terry Mattingly is Senior Fellow on Communications and Culture at Saint Constantine College in Houston. He lives in Elizabethton, Tennessee, and writes Rational Sheep, a Substack newsletter on faith and mass media.)