The Religious Communication Approach and Political Behavior

Abstract

The religious communication approach concerns the identification of causal explanations of political behavior through the explicit measurement of exposure to communication and the variable reception and adoption of the messages in a religious context. The approach requires more questions or different research designs than those on omnibus surveys, which focus on religious affiliation and religiosity. It is particularly amenable to experimentation, where exposure is manipulated by the researcher and adoption can be measured precisely. However, experimental research, such as about religious elite influence, often returns different results than those from observational research wherein histories between clergy and congregants may overwhelm the delicate mechanisms of persuasion. Research from congregations points toward credibility and salience as important conditions for religious influence, which help reconcile experimental and observational results. This review article covers how organizational forces shape communication strategies, especially concerning when and how politics and democratic norms are engaged by clergy. Contrary to simple survey evidence that Americans oppose politics in churches, this approach suggests that politics is an important piece of congregational affairs that attracts and retains people, though there are clearly conditions when it repels. In this way, the religious communication approach is essential to understanding religious engagement with politics.