The Use of Social Media in a Religious Communication Strategy: a Case Study on the Example of Poland

• Autorzy: Małgorzata Koszembar-Wiklik , Grażyna Osika
• Języki publikacji: EN

Abstrakty

EN

Purpose: This discussion focusses on the way in which the Catholic Church in Poland is finding its way, i.e. whether the Church is making its presence felt through the use of the Internet including social media as instruments for communicating with the faithful. Design/methodology/approach: In the analysis, the research procedure of Robert K. Yin's case study was applied, and it was assumed that the mere fact of having an online presence (website) and maintaining a profile on a given social network has the potential to increase the scope of social influence. The article analyzed social media profiles of Catholic dioceses in Poland. Findings: It would seem that as social media becomes more popular and widespread, interactivity will become natural (commenting, sharing, posting posts, photos, videos), as it is as natural for the youngest generation of users as television or radio for Generation X. Meanwhile, 12 out of 41 dioceses and archdioceses in Poland do not have social networks at all. In conducting research to answer the research questions posed in this study concerning the extent to which archdioceses and dioceses in Poland use the Internet, including social media, it was found that a relatively high percentage, 93%, have websites and 71% of dioceses maintain social media accounts. This percentage seems quite high, but in an era of social media dominance, the fact that 29% of archdioceses and dioceses do not use this communication channel greatly narrows the scope of social impact, especially for young people, for whom these media are the primary form of communication. Research limitations/implications: The profiles on TikTok are decidedly missing from the Internet-related communication strategies that are being developed, and it is in the Top 10 used in Poland. In summary, the following conclusion can be drawn, the Catholic Church in Poland is making up for its lack of presence on the Internet, including social media, but as stated, the communication strategies built do not fully reflect the social trends existing at the time. Originality/value: These issues are relatively poorly researched and seem important from the point of view of shaping social influence, including reaching groups for whom digital media are the only medium they use. (original abstract)

Słowa kluczowe

EN

Social media; Religion; Communication strategy; Roman Catholic Church

PL

Media społecznościowe; Religia; Strategia komunikowania; Kościół katolicki

• Czasopismo: Zeszyty Naukowe. Organizacja i Zarządzanie / Politechnika Śląska
• Rocznik: 2024
• Numer: z. 196 Współczesne zarządzanie = Contemporary Management
• Strony: 241--255

Twórcy

autor

Małgorzata Koszembar-Wiklik

• Silesian University of Technology, Poland

autor

Grażyna Osika

• Silesian University of Technology, Poland

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Identyfikatory

DOI

10.29119/1641-3466.2024.196.16