Abstract
This article uses the construct of the Second Persona to understand the evangelical Christian rhetorical culture constructed by evangelical celebrities via Instagram. As informal authorities, evangelical celebrities are unique figures. Understanding their media use in constructing an ideal evangelical auditor provides an assessment of evangelical culture and posits an “Evangelical Second Persona” characterized by a familiarity with media, a reiteration of evangelical media consumption, an emphasis on family and class success, and the primacy of decentralized celebrity figures. This analysis shows the utility of persona criticism in understanding the ongoing constitution of evangelical rhetorical culture.
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