Uso del storytelling cinematográfico en la comunicación de la beatificación de Guadalupe Ortiz de Landázuri

Abstract

On May 18, 2020, Guadalupe Ortiz de Landázuri, a chemist from Opus Dei who lived in Madrid and died in 1975, was beatified in Madrid. This article will analyze the communication of her beatification, in which techniques typical of cinematographic storytelling or audiovisual narrative were used. The objective is to show how, in addition to ecclesial communication strategies, other strategies normally used in other fields, such as fiction or entertainment, were applied in this event. The use of cinematic storytelling resulted in the creation of more secular strategies, use of language and products that brought the figure of Guadalupe Ortiz de Landázuri closer to audiences less accustomed to religious rhetoric and to the youth. The analysis brings us to the conclusion that a greater knowledge of the tools of cinematographic storytelling can be useful not only for the communication of people, brands or institutions, but also in a religious context.