Hide and Speak: A Qualitative Analysis of Interfaith Storytelling Among Christian Digital Creators on Instagram Using Fraser’s Framework of Indirect Communication

This paper explores the indirect storytelling strategies of Christian digital influencers who engage in interfaith discourse on social media. As the creator economy is projected to triple in value by 2030, successful content creators leverage narrative-based storytelling to build dedicated online communities. As a South Asian-American Christian pastor, I unintentionally fostered a diverse interfaith following through chai-making videos on TikTok, inspiring this study on how influencers use indirect communication to navigate faith expression. Applying Benson Fraser’s theory of indirect communication, this paper examines how Christian Digital Creators use storytelling to foster interfaith dialogue while maintaining their personal beliefs. Through semi-structured interviews with ten diverse creators, the study analyzes how factors like religious identity, performative belief, and algorithmic authority shape their content strategies.