“To be real honest, I’m just like you”: analyzing the discourse of personalization in online sermons
AbstractThis paper investigates the discourse of LifeChurch.tv, an American evangelical megachurch – headed by the influential pastor Craig Groeschel – whose sermons are accessed by thousands of followers on the Internet. The study is based on the transcripts of a five-year period of online preaching (177 sermons). The goal was to apply the framework of critical discourse analysis (CDA) to digital sermons, particularly focusing on examining the elements of personalization in this relatively new form of “net” evangelism. Groeschel’s “hyper-personalized” style of preaching, we argue, utilizes strategies intended to lessen any perceived barriers between the speaker and his virtual congregation. The study discusses the implications for the commodification and mediatization of religion in the digital age.