The digital pulpit: Leveraging African united methodist church youth social media networks for peer-to-peer evangelism

Abstract

This study investigates how African United Methodist Church (UMC) youth use social media networks as digital pulpits for peer-to-peer evangelism, reshaping traditional modes of faith-sharing in contemporary African society. With the rapid rise of digital communication platforms such as Facebook, WhatsApp, Instagram, and TikTok, young believers are increasingly positioned as agents of religious discourse online. Drawing upon social capital theory (Putnam, 2000; Coleman, 1988), networked religion theory (Campbell, 2012), and media ecology perspectives (McLuhan, 1964), this paper situates African UMC youth within broader debates on digital religion and contextual theology. The study highlights the relevance of digital evangelism in sustaining church growth amidst challenges of secularization, globalization, and shifting youth identities. It identifies a research gap in existing scholarship, which has largely focused on Western contexts, and proposes a conceptual framework tailored to African Methodist traditions. Findings suggest that African UMC youth can transform evangelism through collaborative campaigns, contextual theological engagement, and innovative digital strategies such as internet Joke, hashtags, and livestreamed worship. Practical implications include the need for digital literacy training, theological depth in online discourse, and integration of social media strategies into official church programs. Ultimately, the digital pulpit emerges not as a replacement for traditional ministry but as a complementary tool that bridges physical and virtual communities. By leveraging faith and technology, African UMC youth are composed to lead a new wave of evangelism that expands the mission of the church and strengthens resilience in African Christianity.