Date

5-20-2026

Degree

Master of Arts in Professional Communication (MA)

Chair

John T. Dunkle

Keywords

digital ministry, social media, uses and gratifications theory, Instagram, spiritual formation

Disciplines

Communication

Abstract

This study explores the uses and gratifications of Christian social media engagement through a qualitative content analysis of Instagram posts and user comments from digital ministry figure Jonathan Pokluda. While online ministries reach millions daily, limited research has examined how this content meets the spiritual, emotional, and relational needs of young audiences within a social media context. Grounded in uses and gratifications theory, this study analyzes 1,534 publicly available Instagram comments to identify patterns of engagement and user motivation. Through thematic analysis, eight primary forms of engagement emerged: brief encouragement and affirmation, emotional resonance, personal testimony and life disclosure, conversational interaction, theological reasoning, prayerful engagement, spiritual conviction, and independent expression. Findings indicate that users are not passive consumers of content but active participants who engage in meaning-making, identity formation, and relational connection. This study contributes to communication research by proposing that uses and gratifications theory may be expanded to include spiritual gratification as a distinct dimension. Additionally, it highlights the role of social mead as a participatory environment where faith-based content fosters community, encourages vulnerability, and facilitates real-time spiritual engagement. These findings offer practical implications for digital ministry leaders and communication strategists seeking to create meaningful and effective faith-based content in an increasingly digital world.

Download

Included in

Communication Commons

Share

COinS