In today’s fast-moving, constantly changing society, there are a number of occupations or lifestyles that didn’t even exist as recently as twenty years ago. One of these is that of influencers: namely, persons—usually young adults or even teenagers—who by means of podcasts, websites, or social media posts on X, Meta, TikTok, or similar online sites, have a large following—perhaps many thousands, or in some cases, millions of people—all of whom are just waiting to hear and adopt their views on a wide variety of subjects. In the past we would have called such highly-recognizable persons trend-setters. Market researchers and media experts study these influencers, and advertisers and even political campaigns try to gain their favor, knowing that their approval and support can sometimes make all the difference. Of course, not only societal leaders, but also entire cultures can be highly influential. We as Americans don’t always realize how much our cultural values affect the world, especially in what we might call the Big Ms: music, movies, and McDonalds. Young people throughout the world are highly influenced by Hollywood, celebrities like Taylor Swift, and American brand names—much to the chagrin or even anger of their elders. You can go almost anywhere in the world and find Pepsi or Coke, Levis, and Nike products, and encounter young persons wanting to learn of or talk about America—even in countries very poor, or very old, compared to the United States. However, the classic example of this was ancient Greece, which before the time of Christ was conquered by the Romans and eventually became part of the Roman Empire. Rome was militarily powerful, but Greece was culturally and intellectually powerful and influential—and the Romans themselves acknowledged the superiority of, and adopted, many Greek ideas on philosophy and religion, literature, and civic virtues and government.
There have been many important influencers throughout history; during Advent, the Church highlights one of them in particular: John the Baptist. He had a profound impact on his world—not merely by denouncing evil and calling persons to repent of their sins, but by offering hope and by showing that goodness and holiness could be obtained or achieved by ordinary, everyday people. We are called to do the same—for the word “influencer” is another way of saying “disciple.” As followers or disciples of Jesus, we serve our Master by influencing the world around us through our prayers and example and our down-to-earth faith, thereby helping others prepare for the coming of the Lord.
On the Third Sunday of Advent, we rejoice that the great feast of Christmas draws near. The reading from the Prophet Zephaniah proclaims “Shout for joy, O daughter Zion; sing joyfully, O Israel,” and in St. Paul’s Letter to the Philippians, the apostle commands us, “Rejoice in the Lord always; I say it again: rejoice!” This theme of joy is also present in the Gospel of Luke (3:10-18), though in a more indirect way. When common people, then tax collectors, and then soldiers asked St. John the Baptist “What should we do?” in response to his call to repentance, he didn’t tell them to give up their occupations, move out into the desert like him, and live lives of great austerity and sacrifice. No, he simply told them to be honest, just, and generous in their everyday lives—something well within their capacity. In other words, they didn’t have to become prophets or religious leaders, or perform great deeds or make heroic sacrifices, in order to achieve holiness; God was calling them to Himself just as they were. This was truly a message of hope for those who were poor and oppressed, and how John “preached good news to the people” and prepared them for the coming of the Lord.
In the 1930s the nation of Spain had a pro-Communist government which severely persecuted the Church, murdering many Catholic bishops, priests, and religious. In response, the army—under the leadership of General Francisco Franco—rebelled against the government, provoking the Spanish Civil War. The pro-Communist government held the capital city of Madrid, but Franco boasted that he had four columns of soldiers marching on the capital, with a fifth column already inside the city—the origin of the term “fifth columnists.” These supporters of General Franco and the rebellion had moved into Madrid a year earlier and began influencing the residents, undermining support for the violent, illegitimate government and preparing the way for the success of the rebels and the restoration of the Church.
As one Protestant pastor writes, “God expects every Christian who is functioning in a secular, non-Christian society, business, or school to be a fifth columnist” (Tony Evans, Tony Evans’ Book of Illustrations, p. 79). We’re not trying to undermine or subvert society, of course, but to transform it—through our prayers, sacrifices, and above all, our Godly, positive, and attractive influence on those around us. Being helpful, cheerful, friendly, loving, and forgiving will make us stand out and give us the chance to share the Gospel with persons who are suffering, confused, or simply curious. We don’t have to be preachy or pushy, and we certainly mustn’t be angry or condemnatory. Instead, we must be kind and approachable, while showing by our example that we don’t go along with the false and sinful values of our society, but are instead choosing a lifestyle that emphasizes compassion, integrity, and preparation for the life to come. Many people are looking for meaning and purpose in life and for a reason to hope in their emptiness and despair, but aren’t familiar with, or are turned off by, organized religion. You and I are called to show a lost and suffering world that Jesus is the answer, and that He bestows His mercy and grace through His Church. Many of us, if we strive to live as faithful Catholics, have more influence in this regard than we realize—and if we help just one person hear and accept the Good News of salvation, we will have made a lasting difference. Politics, brand names, advertising, and other cultural trends and societal values all have their proper place—but as disciples of Jesus, we’re called to think in terms of eternity. Following the example of St. John the Baptist, let us be true influencers in our world and true disciples of the One Who alone can set us free from sin and bring us His peace.