COVID-19 has pushed more churches into the digital realm but there are patterns in who is operating online and in what ways:
“The digital divide in churches reflects the digital divide in American society more generally,” says Mark Chaves, a theologian at Duke University and director of the National Congregation Study, which has surveyed religious groups in the US since 1998. Churches with less of a digital presence tend to be located in rural areas. Their congregations are more likely to be older, lower-income, and Black. Those demographic groups are also less likely to have access to broadband, and they have been disproportionately affected by the pandemic, both in health and economic outcomes. Those realities have factored into church outcomes too. A survey from LifeWay Research, which focuses on Christian ministries, found that white pastors were the most likely to report offerings that were higher than expected in the past year. Black pastors, by contrast, were most likely to report that the pandemic economy was impacting their churches “very negatively.” Churches often run on tight margins, and those impacts can have long-term effects: LifeWay Research found that a small percentage of churches have had to cut down on outreach, suspend Sunday School or small group programs, or lay off staff members. Black pastors were more likely to say they cut staff pay or deleted a church position…
For the faith sector, the acceleration of new technologies could lead to massive changes. Other industries, like media and retail, have been transformed as they progressively moved online; money, influence, and attention now converge in a small pool of winners, often at the expense of smaller outfits. Some believe churches might experience something similar. “You’re going to have the top 40 preachers that everyone listens to, and the regular everyday preacher is not going to be able to compete,” says William Vanderbloemen, a former pastor and founder of the Vanderbloemen Search Group, an executive search firm for churches. That’s not to say more niche markets couldn’t also emerge. “People will still show up to hear a message from a pastor who knows their specific community on a micro-contextual level. Like, here’s what happened in our zip code this week, and here’s how it relates to how we think of our God.”…
Chaves, who runs the National Congregation Study, says it’s too soon to know whether this year will have a lasting impact on worship practices, and what that impact would be. “Church attendance has been declining slowly for decades,” he says. “Will we see a shift if online participation stays ubiquitous? Or will it mean that more people are participating?” Some early research suggests that churchgoers are eager to get back to in-person services and worshipping together with their community. While smaller congregations, like First Baptist Church Reeltown, are unlikely to continue broadcasting their sermons on Facebook Live, other churches may find value in a hybrid model, where some people come into Sunday services and others watch from their computers.
One way to think about this is to consider the marketplace of American religion. Because there is no state-sponsored religion and there is the free exercise of religion, religious traditions and congregations can compete for people. In this competition, innovation and flexibility can help lead to increased market share. The Internet and social media are additional tools in this competition. Want to appeal to those using those mediums? You have to have a presence. Or, perhaps a group can seek others who eschew digital worship.
Using the Internet for church is not new. But, COVID-19 may have accelerated this market competition. Could churches compete without going online? Just as businesses suffered, how many churches might close because of COVID-19? Who can provide a compelling church service and other activities in online forms? Can you easily translate online viewership to attendance or membership measures? Could certain churches flourish in certain platforms while others utilize other options?
And what this means for religiosity in America is hard to know. In addition to church attendance figures, does this push Americans further down the path of individualistic and voluntaristic faith? Is church via Internet or social media really church in the same way without embodied action and sacred spaces?