Abstract
The purpose of this study was to determine the influence of social media on the revival of African Traditional Religion (ATR) and its implication for Christian Evangelization in Enugu state. Four research questions guided this study just as the work is anchored on Cultivation Theory, and Technological Determinism Theory. The population of the study comprised 889,189 users of social media in Enugu state and a sample of 384 users was drawn from 17 Local Governments in Enugu state. Survey research design was adopted to collect data for the study while the instrument used for the study was structured questionnaire. The findings revealed that Enugu states residents are significantly exposed to contents on African Traditional Religion on social media. Also, exposure to content on African Traditional Religion through social media has significant impact on the resurgence of ATR in Enugu State. Again, the Revival of African Traditional Religion through social media contents impact Christian evangelization efforts in Enugu State just as social media promotion of contents on African Traditional Religion does account for media attacks on Christian evangelization in Enugu State. As a recommendation, Evangelizers or Gospel ministers should gain more online presence so as to counter high level of exposure of African Traditional Religion content on social media. Again, the positive attitude of ministers of the Gospel should be encouraged so that influence of social media promoting African Traditional content will not weigh them down. The study concluded that education on the freedom of worship and religion should be conducted regularly to teach people that nobody has the right to attack or intimidate the other on the account of religion even when one feels that the other group did it in the past.
Keywords: Social Media, Evangelism, African Traditional Religion, Christianity, Enugu State, Revival.
Author:
Asadu Emmanuel Ifeanyi
https://doi.org/10.5281/zenodo.23242619
Copyright © [2026] The Author(s). Published by the Journal of People and Worldviews (JPW). This is an open access article distributed under the terms of the Creative Commons Attribution 4.0 International (CC BY 4.0) Licence, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author(s) and source are properly credited.