“You Are Mine:” A Q Methodology Analysis of Why People Choose the Chosen

The Chosen series has become the highest crowdfunded multi-series film in history raising over $10 million in crowd equity crowdfunding in 2017 to launch the series (Park, 2019a) and has since garnered over 390 million views (Duin, 2022). The unique nature and success of The Chosen suggest that the series merits significant research to discover why it captivated audiences. Using Q methodology, this study investigated the uses and gratifications, (motivations, attitudes, and opinions), of fans of The Chosen and identified three factors or unique groups of like-minded thinkers: “the Saints,” who use The Chosen to enhance their existing perceived relationship with Christ; “the Prodigal Sons,” who use The Chosen to rekindle their faith; and “the Evangelists,” who see The Chosen as a powerful evangelizing tool for their family, friends, and society.