Spiritual Influencers – New Forms of Authorisation in the Digital Age?

This paper investigates the legitimisation of contemporary spiritual influencers Marianne Williamson and Laura Malina Seiler. The paper argues that spiritual authority is a relational concept that consists of reciprocal ascription processes in which the needs of the followers are just as decisive for generating authority as the spiritual self-authorisation of the leader. Considering the success of contemporary spiritual coaches in the highly competitive digital religious marketplace and the new forms of spiritual practices online, the paper seeks to reflect on the question why this specific form of “weak” leadership is especially resonating with an increasing number of people by drawing on sociological concepts such as Max Weber’s concept of the “exemplary man” and Martin Engelbrecht’s “spiritual wanderer”. An analysis of spiritual influencers’ narration, both online (on social media, blogs, websites) and offline (in books and magazines), reveals a continuing interweaving of autobiographical information, spiritual self-reflection and the use of specific spiritual sub-traditions that continually produce new hybrid forms of spiritual practices. Framed in emotional and personal language and presented on multiple communication platforms, the spiritual advice is rooted in the individual experience of these coaches unto whom followers temporarily submit as they recognise them as fellow seekers with superior and potentially helpful knowledge. By investigating specific narrative and communicative performances, the paper aims to provide a deeper understanding of the dynamic ascription processes between contemporary spiritual influencers and their faithful yet critical followers.