Tish Harrison Warren, an Episcopal priest and opinion writer for the NY Times recently mused on the effects of television, social media and the like and their influence on our times. She noted that “in an Opinion essay exploring this idea in The Times last August, Ezra Klein noted that Neil Postman, the author of the influential 1985 book ‘Amusing Ourselves to Death,’ argued that television turned everything, no matter how serious and important, into entertainment. This development transformed society; it changed how we relate to ourselves and one another.”

Extending that idea to social media, Warren noted: “Today social media inevitably turns everything we share online, from political opinions to a heartfelt profession of love to a Bible verse to an expression of grief, into content, ideas for public consumption that elicit cheers or jeers as part of our personal brand. The notion of our very selves — our thoughts, beliefs, family, friends, feelings, images and vulnerabilities — being part of a brand would have been incomprehensible for most of human history. Now personal branding threatens to encroach on every moment of our lives: An article in Forbes magazine this month even coached readers on how to bolster their personal brands while they sleep.”

Her article went on to offer several examples from the political arena, notably: “But the point of online branding is often less about doing excellent work, building healthy institutions or contributing to society and more about gaining notoriety through personality or spectacle. We’ve all become familiar with public servants performing for the public rather than serving it, like Ted Cruz famously checking his Twitter feed immediately after his remarks at Ketanji Brown Jackson’s Supreme Court confirmation hearing. It makes one wonder what matters more in a political career today — the good of the nation or some sweet, sweet retweets.”

Does this seep over into religion and church. Warren writes: “Yet though religious communities could offer a prophetic antidote to our infatuation with branding, platforms and personas, they often do not. In her book “Celebrities for Jesus,” Katelyn Beaty writes, ‘The American church has overall mimicked celebrity culture rather than challenged it.’ The temptation to embrace personality-driven religious leadership runs deep in America. The historian Harry Stout, in a biography of the 18th-century American cleric George Whitfield, portrays him as the first American ‘religious celebrity. Whitfield drew on his acting background to draw huge crowds and even had a publicist.”

Warren continues: “The temptation to turn ourselves into a brand can be particularly insidious in a religious context because people of faith do, of course, want to reach people with their message. I know of churches across the theological spectrum that broadcast online services explicitly in order to reach a national audience. But a local church and its mission lose something crucial when it seeks to curry national attention.”

A church is not a brand. We are a people, a community living life together as we work to follow Jesus the Christ. We worship together, in person. We celebrate and grieve together. We are anchored in a place to be the living witness of Christ to one another and the world around us. Sure, we can connect on social media and take advantage of modern communications, but we are called to more than digital voices and faces.

Warren makes this point clear, noting that she receives correspondence from readers “declaring me their pastor, and of course, I’m flattered and grateful. I hope to be of help to them, yet I cannot be their pastor. I cannot hold their hands and pray over them in the hospital. I cannot grieve with them after the loss of a loved one or rejoice when they land a job.”

I have received emails from people in a similar vein. Several years ago, on Monday mornings,  I typically would add a single, super-long post (6-12 pages if printed) about the upcoming gospel for the weekend Masses. While I am pretty consistent about posting here, it is not my day job. Every so often, I either have nothing to post or I just didn’t quite get around to creating content. It happens.

The day after one such “missing Monday,” I received an email from a person in another city asking about my weekly post as it was needed for their Wednesday evening Bible Study. I was part flattered and part concerned. I recommended several far more developed approachable Bible Studies than my own work. I wasn’t sure how to understand the reply. I think I was admonished not to miss any more Mondays.

I try to consistently post, especially Scripture content. From time to time I get emails asking me to go into more detail or explain something in Scripture. If the question is limited in scope and piques my interest, perhaps I will post something when I get around to it. I am more likely to respond, “Great question, one I am sure your pastor would love to explore with you.”

Do I try to be an influencer? Sure, right here in the parish where I am assigned. But I think we can think of our baptismal roles of “priest, prophet, and king” in the context of an influencer, which is the basic job of all Christians, certainly the work of an ordained minister. But don’t look for a TikTok channel or YouTube videos, I think I will stick with “old school” in the written word. But if you want a recommendation for such things, check out my fellow Franciscan, Fr. Casey Cole OFM at https://breakinginthehabit.org/  He has links there to all his social media channels and it is filled with great content.  His work has influenced many and his brand is clear:  Jesus Christ in the footsteps of St. Francis of Assisi.