The Instagrammable Authority of Religious Leaders
Authors:   , Zijderveld Mattheus Christiaan (Theo) 
Published: November 2023

Can religious authority become instagrammable? Social media platforms, such as Instagram, on which users can share images and short videos, and communicate with their followers, have become part of our daily lives. Is it possible for religious leaders to use Instagram in such a way that it contributes to the legitimization of their authority? This is the question that is the foundation for this thesis. Four globally operating religious leaders that appear regularly in the media sphere were analyzed: Deepak Chopra, who is a writer of spiritual books, the evangelical pastor Brian Houston, the 14th Dalai Lama, and Pope Francis. Based on the analyses, it becomes clear that the Instagram posts they share contribute to the representation of authentic and charismatic authority, which is part of their personal brand.

Authority in general, and religious authority in particular, is no longer self-evident. The rise of the Internet has caused many religious leaders to work on the construction of their personal brand. When this research started in 2015, there was almost no empirical research on the visual dimension, such as Instagram for the positioning of religious leaders. This led to a focus on the visual and aesthetic dimension of the construction of authority in the media sphere. Therefore, the way in which the persuasive power of Instagram posts can mediate the authority of religious leaders was analyzed. This research contributes to academic debates about the construction of religious authority and its relationship with authenticity, branding, celebrity culture, and the transformation of religion in a (digital) media age. The main research question is:

How do globally operating religious leaders use Instagram to mediate their authority?

On Instagram, the four leaders carefully construct a positive and coherent image
to legitimize their authority. Their approach is very personalized, and they present
themselves as charismatic celebrities. At face value, they do not position themselves as
persons of authority, but rather as authentic, inspiring individuals. Religious authority
seems no longer connected to institutions and traditions, since these leaders present
themselves primarily as religious lifestyle coaches. Thus, they align with cultural values
such as choice, freedom, and independence. Just like brands, they try to engage people
by enabling people to identify with that they present. The institutional dimensions
relating to power structures, possible conflicts, and scandals, remain invisible.

The context of Instagram means that digital platforms hold significant power over
users and employ algorithms for surveillance and monetization. The use of
Instagram can be very successful for the positioning of religious leaders. However, at
the same time, the connection with consumer culture and the dark sides of platforms
such as Instagram is problematic. The negotiation between religious values and
traditional structures on the one hand, and the culture of (constructed) authenticity and
an attractive lifestyle on the other hand causes tensions that cannot be easily resolved.