Religion and social media: Communication strategies by the spanish episcopal conference

Abstract

Over the past few years, we have seen significant changes in religious values and practices. This article describes and analyzes communication strategies carried out by the Spanish Episcopal Conference—i.e., Conferencia Episcopal Española (CEE)—through social media. For this, we have followed up the conference’s activity on Twitter, Facebook, and YouTube for the last three years. Along with the evolution of followers, we identify and assess the messages that have received the majority of likes and the content that has generated the most controversy. At the same time, a comparison has been made between activity in the media in which the above-mentioned institution participates in Spain and the rest of the Episcopal Conferences in Latin America. Results allow us to obtain a diachronic vision of the CEE strategies on social media in order to generate a strong virtual community and on how it tries to connect with the thoughts and feelings of followers. In conclusion, it can be confirmed that social media is one of the most enthusiastic and outstanding platforms for Catholics to demonstrate their commitment to their Church, by which they form a common space to share and celebrate their vision of the world.