The monetization of religious content in social media: from content creation to digital consumption

Abstract

The study aimed to analyse the integration of the religious dimension in the lucrative content creation among the different social media content creators in the Moroccan virtual context and to measure the impact of this integration on the users’ community through a couple of quantitative and qualitative Data gathering methods such as; the deep participatory observation, the semi-directive interviews and the personal investigations with a group of users, content creators and online service sellers. The results have demonstrated a very significant negative impact of the excessive use of the religious dimension in the gainful virtual content creation on the religious capital. This negative impact is the result of a massive misuse of the religious discourse and symbols to achieve financial gain among the young freelancers, especially those who exploit the religious connotation to build and extend their personal business