The Church in the Digital Age: An Analysis of the Strategic Communication of the Parishes in Seville

Análise da comunicação estratégica das freguesias de Sevilha

Abstract

This article analyzes the communication strategies of the parishes of the Archdiocese of Seville, highlighting the challenge facing institutional and digital communication and the mechanisms being used to adapt to new generations without abandoning the principles and values ​​that have given it a historical foundation. The methodology used consists of an online questionnaire that explains how parishes implement their information, who their leaders are, and whether they are adapting the way they communicate their information to the digital society. The questionnaire was sent to all 263 parishes in the province of Seville, yielding 55 responses (20.9 % of the total population). The results show that most parishes have leaders without training in this area and, in turn, are disconnected from the digital world. Once the problems have been identified, action can be taken to boost communication linked to different generations and the digital reality, with the implementation or improvement of digital communication tools, such as websites or social media, to adapt to digital media. This research contributes to filling a gap in the literature on ecclesial communication at the local level, providing up-to-date empirical data on the parish context. The conclusions also include recommendations such as the implementation of digital communication training programs, the creation of support networks between parishes, and the use of technologies adapted to contemporary information habits.