Recently leaders of the Church of Jesus Christ of Latter-day Saints (LDS/Mormon) faith have called upon members to “sweep the earth” with positive religious messages through social media. This digital moment in Mormonism exemplifies the interrelation and concomitant tension between everyday lived religion, technology, and religious institutions. While studies on digital religion have emphasized the push of participatory culture into everyday lived religion, this research on religious memes contributes to an emergent vein of digital religion scholarship focused on institutional authority. In our analysis of the “doubt your doubts” meme and antimemes we theorize religious memetics as a space for the reconnection of the everydayness of religious practice, which boils down meaningful moments of faith into facile, nonthreatening avenues for sharing religion. While this is beneficial for institutions, the reflexive and metonymic function of religious memes ruptures routine, offering participants momentary pauses from the demands of orthodox religious life.

This paper analyzes emerging shifts in YouTube, advertising, and children’s digital media industries through a case study of Pocket Watch, a digital-first production and distribution studio built exclusively for YouTube child stars. Our analysis reveals the company’s strategic use of legacy media industry power, networks, and expertise to transform YouTube stars into global brands through the creation of toy, clothing, and lifestyle product lines across several industries. We further argue that Pocket Watch’s newly formed advertising division, Clock Work, exploits its child partners through problematic native advertising and host selling practices. The strategies implemented by Pocket Watch and other similar emerging companies may therefore act as a litmus test for how governmental regulation and platform policy changes will impact the evolving landscape of children’s digital media as commercial forces increasingly groom a growing number of young children to shift from YouTube stars to global brands.

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