Social Media and Religious Disruption — A Study of #Freethesheeple Tithe Campaign

Abstract

Radio personality, Daddy Freeze challenged church leaders on tithing via social media with the #freethesheeple campaign and it went viral, breaking the spiral of silence on church revenue and giving. Content and discourse analysis was done to examine the impact of #freethesheeple campaign on the church, as a religious institution, and tithing practice. Findings indicate the campaign made significant impact, brought revolution to churches and tithing. Social media is undoubtedly an effective tool for religious, political and social change. Its effectiveness in society is relative to use and individuals’ exposure. The campaign impacted religious beliefs, leadership and tithing practice. #freethesheeple social media campaign had some success to some, but affected churches. Conclusions include equitable social media controls and policy protecting all stakeholders. The power, pain and potential of social media on social institutions should not be taken for granted. The impact of the media is relative to the values of the individual and so the study recommends engaging social media from the framework of the golden mean in virtue ethics.