Digital Devotion: Christianity and online platforms from COVID-19 to the present day

This thesis explores the renewed interest in spirituality and faith during the COVID-19 pandemic. In particular, how this interest manifested itself through social media and the digital marketplace. The writing will discuss how significant Christian organisations in the U.K. and the U.S have utilised digital platforms and contemporary branding techniques to spread their beliefs to followers during a time of unprecedented crisis. I will initially look at how online users interacted with spirituality during the pandemic through digital platforms like X and Google. This research will explore how religious groups seized the opportunity presented by the pandemic to re-brand and reach new audiences in the UK. Finally, I will analyse the complicated relationship between online faith and politics in the USA. This thesis aims to critically analyse the newfound interaction between online platforms and Christianity that has occurred since COVID-19 and the implications of this nuanced relationship. The topics and arguments presented will be supported by visual evidence from Christian-based online platforms, contemporary religious branding, and social media accounts.