“The challenge for many Christian content creators is not turning away when we disagree with someone’s arguments”

Christian writers, communicators and literature publishers from across Europe will gather in the heart of Prague (Czech Republic) from 5 to 8 May for Media Fest 2026.

The goal of Media Associates International (MAI) in Europe is to think about how to connect people's questions with the message of the gospel, explains Anna Shirochenskaya, vice president of the network on the continent. This year's theme: ‘Jesus is the answer. What is the question?’

Practical workshops in small groups, plenary sessions, and free time to encourage connections between people with similar professional profiles are part of a programme (available here in full) that “is designed as a mix of traditional topics for Christian publishers and content creators — approached with a fresh twist — alongside thought-provoking sessions aimed at better understanding Christian identity, offering self-care tips for writers, and much more”.

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In parallel with the programme, a “Oecumena Electronica worship performance, a spiritual treasure hunt through the streets of Prague, and a Vltava river boat cruise” will be on offer as well.

 

 

 

 

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Speakers attending the gathering include Tomáš Sedláček from the Czech Republic, Janet Wilson from the UK, Gökhan Talas from Turkey, Daniela Benevelli from Italy and Daniel Hofkamp from Spain.

In answers to Evangelical Focus, Anna Shirochenskaya shared more details about the vision for the gathering.

Question. The topic addressed this year has to do with listening to the questions of people in a changing European context. Why is this attitude of listening a challenge for Christian communicators?

Answer. One of the first things we hear in any writers’ training is: “Know your reader.”

We may agree or disagree with this premise, but there is certainly a correlation between an author’s (or content creator’s) understanding of their audience and the popularity of their work. Of course, correlation is not causation.

The best Christian content not only engages with the readers but, in some mysterious way, pushes them on a personal journey that brings positive change to their lives. And I am sure this is the goal of every Christian author.

 “Effective communication requires cultural exegesis — understanding the lived concerns, values, anxieties, and hopes of contemporary Europeans”

But Christian European culture is no longer Christian. We are no longer ‘born Christians.’ Christianity has become one of many possible worldviews and now has to compete (I hate using this word, but that is how it is often perceived) for the minds and hearts of our fellow Europeans. “Christ is right” is no longer an axiom.

We often hear the phrase, “Sell it to us!” When we, Christians, hear this, we may shudder. What a degree of disrespect! So shall we slam the door in the faces of those “disrespectful heathens,” or accept the changes and challenges of modern Europe and bravely look into the eyes of those disrespectful seekers?

Not slamming the door, not turning the key, not covering our ears when Christianity is preached untraditionally, not turning away when we disagree with someone’s arguments — this is a challenge for many Christian content creators. We do not have a problem with “listening to the Lord,” but we — who have the truth — often struggle to listen to those who express truth differently, or who state a truth different from ours. Listening means breaking down walls.

Effective communication requires cultural exegesis — understanding the lived concerns, values, anxieties, and hopes of contemporary Europeans. Perhaps it would be a healthy exercise for Christian content creators first to return to the basics, to re-evaluate who we are in Christ, and then to humbly open our ears to the voices of modern Europe and think how we can best address the issues they rise.

 

 

 

 

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Q. Speakers come from all corners, from Turkey to Denmark, Germany or the Czech Republic. How do you work to find voices that are representatives of what is happening in all of Europe and the diverse communication fields?

A. Though we held pan-European events before, Mediafest is actually an experimental format for MAI-Europe. In May, we will attempt to bring together the fruit of our regional trainings, which we conduct every year in different parts of Europe and which are attended by Christian content creators from various countries.

Over the past three years alone, we have had the honor of serving talented content-creators from Albania, Bulgaria, Slovenia, Montenegro, Greece, Serbia, Croatia, Italy, Turkey, North Macedonia, Ukraine, Romania, Hungary, and others. At each regional training, we invite experienced local speakers to lead workshops alongside with our trainers. In this way, we actively gather the family of European Christian content creators.

To be honest, our mission is not primarily to teach, but to support and connect local European publishers, authors, and editors. We hope that the Prague event will serve as a truly pan-European platform for connection and will bring together all those wonderful people that we met.

Q. TikTok and Youtube are very strong in creating engagement among young and not-so-young people, through short video contents. What can that kind of Christian content creators online learn from those working in book publishing houses or written paper magazines?

A. Oh, a lot! Video content creation begins with writing a clean and clever script. Any good video, regardless of length, follows the same structure as written content: it has a headline, a lead, clearly communicated main points, a body, and a conclusion. On TikTok, this entire structure might unfold within one minute! In other words, editorial discipline remains essential.

“TikTokers and YouTubers often know their audiences better than traditional writers, because they interact live with their followers”

At the same time, there is cross-pollination between video and written genres. Certain storytelling techniques and structural approaches are being reshaped by video creators and screenwriters — and then make their way back into writing.

I would even say that TikTokers and YouTubers often know their audiences better than traditional writers, because they interact live with their followers. Many of them are brilliant at cultural exegesis, and we hope to learn from them as well.

Q. What kind of people attended your last MAI conference and who do you hope to reach this time in 2026?

A. As mentioned, we always have a wide variety of countries represented. In Prague, in addition to the countries already mentioned, we expect participants from the Czech Republic, Denmark, the UK, the Netherlands, France, Germany, Sweden, Spain, and likely more, as registration is still open.

“We hope that the Prague event will serve as a truly pan-European platform for connection”

Professionally, participants include writers, publishers, editors, journalists, and digital content creators. For many, this work is a “second job” or ministry, so we often meet mothers and fathers, pastors, doctors, teachers, engineers, and even lawyers.

Ages vary widely. The youngest participant we have had was 16. I will not disclose the age of the oldest! We offer special reduced fees for participants under 30 and some scholarships for those aged 18–24.

Registration for the Media Fest 2026 of MAI Europe in Prague (5-8 May) is still open here.