Mariusz Boguszewski
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Boguszewski M., How can the Sacred be Communicated through Contemporary Means of Communication?, “Polish Journal of Political Science”, 2025, Vol. 11, Issue 1, pp. 4–18, DOI: 10.58183/pjps.01012025.
ABSTRACT
The article addresses the issue of communicating spiritual values in the digital age and attempts to answer questions about how to communicate the sacred using contemporary communication tools. The article points out that although modern forms of communication open up new possibilities for reaching a wide audience with spiritual content, they also carry the risk of superficiality, fragmentation and trivialization of the message. The analysis is set in the context of the theory of the mediatization of religion. The article is of a review nature and organizes contemporary research approaches, pointing to both the opportunities and threats associated with communicating the sacred today. Although the analysis presented in the article falls primarily within the field of communication studies, it also contains important references to political science and sociology.
Keywords: communication, sacredness, values, digital age
Introduction
Spiritual values are central to religious and moral life, expressing man’s transcendent aspirations and his relationship with God and other people. In theological terms, they are enduring principles that shape the attitudes of believers, leading to personal improvement and community building. Examples of such values include love, hope, faith, justice, humility and mercy. Theological reflection on spiritual values points to their source in Revelation and to the fundamental role they play in the formation of Christian spirituality, based on sacramental life and prayer.[1]
The communication of spiritual content is currently undergoing revolutionary changes due to the transformations that have taken place and continue to take place in the means of communication. This phenomenon affects both traditional media and modern Internet and social technologies. Traditional media have long served as intermediaries in transmitting the teachings of the Church, but the development of the Internet, especially social networks and multimedia platforms, has introduced new opportunities as well as challenges in communicating spiritual content to a wide audience. The Internet enables the rapid and global exchange of information, thus promoting greater access to religious content. At the same time, however, it creates the danger of superficial interpretation and often exposes authors to hateful comments (hate speech).
This article attempts to answer the question of how to communicate the sacred using contemporary communication tools. The answer to this question implies the need to refer both to the positive aspects of modern technologies in the service of spirituality and to the challenges faced by theologians and social communication specialists. The article is of a review nature, systematizing existing research approaches to communicating spiritual values in the media space, with particular emphasis on the theory of the mediatization of religion. The analysis will focus on methods of personalizing the message, understanding the needs of contemporary audiences, and the possibilities of using various forms of media to build a deeper relationship with spiritual values.
Personalizing the Transmission of Spiritual Values in the Digital Age
In theological terms, spirituality refers to man’s relationship with God, leading to inner perfection and approaching the ideal of Christian life.[2] In Christianity, spirituality is not merely a private religious experience, but rather the practical realization of faith in everyday life, guided by spiritual values. Values such as love, hope, faith, mercy, justice, and humility have their source in Revelation and the Tradition of the Church. They reflect God’s Plan of Salvation and point to the goal of Christian life, which is to achieve unity with God and the fullness of eternal life.[3]
In Christian theology, spiritual values are fundamental to the formation of religious and moral life. Their role is not limited to the spiritual sphere, but also includes the social dimension.[4] Love of neighbor, as the most important commandment, is an example of a spiritual value that permeates the entire life of the community of believers, inspiring them to act for the benefit of others.[5] Christian spirituality is not reduced to mysticism, but is expressed in concrete actions aimed at realizing the common good, in accordance with the teachings of Christ.[6] In this context, spiritual values become the foundation of the Christian ethos, shaping human and social relations in the spirit of brotherhood, justice, and peace.[7]
The role of spiritual values in social life is thus extremely important, as they influence moral attitudes, form consciences, and shape individual and collective decisions. Their significance is particularly evident in the context of contemporary social challenges, where spirituality can be a response to problems related to exclusion, inequality, and the crisis of values. The contemporary world, increasingly dominated by relativism, needs spiritual values as a constant point of reference, enabling proper moral discernment and the building of lasting social bonds. This undoubtedly has socio-political implications.
Research on communicating spiritual values in the digital space currently focuses on several areas, as confirmed by Christopher Helland’s analysis, who distinguishes two trends in internet religiosity: religion online (official institutional messages) and online religion (grassroots, interactive spiritual practices). The former focuses on the one-way transmission of religious content, while the latter focuses on the active participation and co-creation of spiritual experiences by users. This dichotomy reveals a fundamental shift in the communication of spiritual values – from a hierarchical model to a more democratic and engaged one, reflecting broader changes in the relationship between religious institutions and believers in the age of digitalization. It is important to note that both forms can coexist and complement each other, creating hybrid spaces of spirituality where official teachings mix with personal interpretations and practices.[8]
Contemporary research shows the growing importance of “digital religious participation,” which is particularly attractive to younger generations seeking authentic, personalized spiritual experiences. Another interesting phenomenon is remediation – the process by which traditional religious practices are transferred to the digital environment, retaining some of their symbolism but gaining new, technologically mediated meanings. There is also the emergence of entirely new forms of spiritual expression that have no direct counterparts in the analog world, which raises questions about the limits of traditionally understood religiosity.[9] From the standpoint of cultural sociology, these digital spiritual practices can be understood as a form of cultural capital, which is differentially valued and recognized depending on social context, platform, and audience. Participating in or displaying digital spirituality may function as a symbolic resource for constructing identity, credibility, or moral authority in the online public space.
Particularly important for understanding the changes in the communication of spiritual values is the theory of the mediatization of religion developed by Stig Hjarvard[10] and continued by Mia Lövheim. According to Lövheim, mediatization leads to a fundamental change in the way religion functions in society, as the media take over functions previously reserved for religious institutions. As the researcher notes, the media become the main source of information on religious and moral issues and an important space in which they are negotiated publicly.[11] This phenomenon leads to banal religion, in which religious elements function as cultural resources, detached from their institutional contexts.
Heidi A. Campbell and Giulia Evolvi point to the phenomenon of “networked religion,” emphasizing that contemporary religiosity functions within social networks and that religious identity is constructed in a more fluid and hybrid manner than ever before. This concept therefore refers to a new paradigm for the functioning of religion in the digital age, characterized by a multidimensional network of connections between believers, religious institutions, texts, practices, and technologies.[12] Indeed, contemporary spiritual experience is becoming mediated in part by a complex socio-technological network in which the boundaries between official teaching and individual interpretation, between the sacred and the profane, and between the local and the global are increasingly blurred.
At the same time, Stig Hjarvard points to the phenomenon of religious hypermediation, in which spiritual content is processed by media logic, leading to its fragmentation and decontextualization. Hjarvard argues that spiritual values in the digital space are subject to constant processes of remediation and reconfiguration, leading to the emergence of new forms of religiosity unknown in the pre-digital era.[13]
Tim Hutchings, on the other hand, in his research, draws attention to the transformation of religious practices toward digital liturgy by analyzing how traditional rituals are adapting to the digital environment while retaining their theological significance.[14] Particularly interesting is the concept of “digital spirituality” presented by Pauline H. Cheong and colleagues, who argue that digital media are not only a vehicle for spiritual values, but also actively shape new forms of spiritual experience through the algorithmization of religious content and the personalization of spiritual messages, leading to previously unknown theological and sociological challenges. Among these challenges, the phenomenon of religious “digital bubbles” is particularly relevant, in which social media algorithms can reinforce one-sided interpretations of doctrines and practices, leading to the fragmentation of religious communities and the radicalization of views. Equally problematic is the question of the authenticity of spiritual experiences mediated by technology, which raises fundamental questions about the limits of sacramentality, the role of physical presence in liturgy, and the possibility of building a true community of faith in virtual space.[15]
The impact of digital media on culture and society is enormous. The Internet has not only changed the way information is transmitted, but has also revolutionized the way individuals and social groups define their identities, views, and values. The digital media space has fostered the emergence of new forms of dialogue and debate, but also brings challenges in the form of disinformation, hate speech, overconsumption of content, or the shallowing of messages.[16] In the context of religion and spirituality, digital media have first and foremost enabled access to content that was previously limited by geography or culture. At the same time, they have introduced new forms of communication that carry the danger of a superficial approach to deep spiritual issues.
Understanding the Needs of Modern Recipients of Spiritual Values
The changes in the reception of religious content in the digital age are significant. On the one hand, traditional forms of religious participation, such as Mass, pilgrimages, and retreats, are increasingly being supplemented by live broadcasts, religious podcasts, mobile prayer apps, and online discussion groups. The faithful now have access to religious content at any time of day, from anywhere in the world. This opens up new opportunities for the Church to reach more people, especially the younger generation. On the other hand, the physical presence of the faithful in places of worship is declining, which may raise questions about the authenticity of religious experience in the virtual world. Perhaps we are dealing with a kind of pop religiosity that fits into the framework of pop culture but goes beyond the framework of actual Christian theology? In this context, are spiritual values at risk of being trivialized by digital mass media?
For centuries, the Church has played a fundamental role as a communicator of spiritual values. Its activity in this area consisted not only in conducting religious ceremonies, but also in teaching and preaching the Gospel, which was aimed at shaping the moral and spiritual attitudes of the faithful. For centuries, through preaching, the religious press, and theological publications, the Church has effectively reached a wide audience, promoting universal spiritual values. As a global institution, the Catholic Church also maintained a strong influence on the public sphere, shaping both religious and social life. This influence has also extended to the political sphere, where spiritual values communicated by religious institutions play a normative role in shaping policy debates, public ethics, and civic engagement. In the digital era, this dynamic continues in new forms, as online religious communication can serve as a platform for political mobilization, advocacy, or the legitimization of moral arguments in contentious public discussions. Its contemporary presence in the media, especially since the 20th century, has expanded to various communication channels. Examples include the religious television network EWTN (Eternal Word Television Network), which broadcasts evangelical and liturgical programs around the world. Catholic websites such as Vatican News and the Catholic platform Aleteia also play an important role in providing spiritual, theological, and social content. Facebook, Twitter, Instagram, and YouTube are becoming increasingly popular tools for evangelization. An example of a spiritual media campaign is the Alpha program, aimed at young people and promoted on the Internet, including social media, with the goal of deepening understanding of the Christian faith and its spiritual values.[17] Similar campaigns, through the use of modern communication tools, help not only to popularize the Church’s activities, but also to promote spirituality and solidarity in the global community, which is related to both social and political issues.
Social media provides powerful communication tools that the Church uses to promote spiritual values. Thanks to its visual capabilities, easy access, and short videos, it is easy to share inspiring images, quotes from the Holy Scriptures, and spiritual reflections, striving to build a spiritual community, especially among younger audiences. In the context of the theory of the mediatization of religion proposed by Hjarvard, social media can be seen as spaces where “mediated religion” is present. In this view, digital platforms are not merely neutral tools for transmitting spiritual values, but actively shape their form, meaning, and reception.[18] Campbell points out that this process leads to “negotiated religiosity,” in which social media users selectively accept, reject, or reinterpret religious content according to their own needs and preferences.[19]
An interesting example in this context is YouTube, which allows spiritual values to be conveyed in video form. Clergy, theologians, and religious organizations create channels where they share sermons, commentaries on passages from the Holy Scriptures, spiritual courses, and live broadcasts of religious events. The visual nature of this platform allows for deeper engagement with the audience, who can directly participate in spiritual reflections and rituals, regardless of where they are. YouTube also allows content to be archived, giving users access to spiritual values at a time that suits them. However, it is worth noting that anyone can communicate content, including people or groups with little or no theological knowledge. This exposes viewers to content that may not be strictly in line with Church teachings. Such content can distort the image of the Church and harm it, ultimately alienating some viewers.
Podcasts are an interesting way to share spiritual content. They’re audio recordings that are usually organized into regular episodes, in this case on spiritual topics – from Bible reflections and conversations with theologians to spiritual advice for everyday life. Podcasts are conducive to spiritual reflection anywhere – while traveling, working, or resting, as they can be easily listened to on a mobile device anywhere, even while performing various activities. Their availability is thus enormous, and as a result, they have the potential to communicate spiritual values.
In recent years, there has been a growing popularity of mobile applications dedicated to prayer and spiritual growth. There are many examples: Pray As You Go, Hallow: Catholic Meditation, Holy Rosary, Gospel for Every Day, Our Prayers, Prayer Book, Prayer on the Go, and the Holy Bible in the form of an app with commentary and explanations. These apps provide daily reflections, prayers, and guidance to help users incorporate spirituality into their daily lives. They also facilitate access to spiritual content that is personalized and available at your fingertips, which encourages regular spiritual practices even in a dynamic, secularized society.
The advantages and disadvantages of using new media to communicate spirituality have already been mentioned above. It is worth taking a closer look at this issue. There are numerous advantages – first and foremost, modern means of mass communication make it possible to reach a huge number of recipients, including people who, for various reasons, do not regularly participate in religious practices in their local communities. Social media and digital platforms enable the creation of interactive, engaging content that fosters the building of online communities. Thanks to the immediacy of communication, it is possible to respond quickly to the current spiritual needs of the faithful. This approach strengthens the relationship between the Church and society.
However, using digital media to communicate spiritual values comes with challenges. One of them is the risk of superficial content. This stems from the limitations of the forms of communication. For example, Twitter only allows short messages, while TikTok allows short videos. Although both of these media are used for religious communication, it must be borne in mind that spirituality, by its very nature, requires reflection and depth. It is therefore difficult to convey in abbreviated forms, as this risks trivializing it. In an era dominated by fast-paced content that shortens the attention span of audiences, questions arise as to whether spiritual depth can be conveyed in such simplified forms. Thus, there is a fear that the spiritual message will be simplified to such an extent that it will lose its essence and depth. On the other hand, short forms can serve as an introduction or an encouragement to deeper understanding and involvement in spiritual life. Properly planned and attractively presented content can be a starting point for more developed reflection. Examples include short quotations from Scripture that encourage further exploration of the full biblical context or references to spiritual traditions in a form that arouses curiosity and inspires further exploration.
In this context, it is also worth referring to the phenomenon of “infotainment,” i.e., the combination of information and entertainment,[20] which can contribute to blurring the boundaries between spirituality and entertainment and lead to the trivialization of the message. In digital media, the boundaries between content that is informative and content that is intended to entertain are extremely fluid. When communicating spiritual values, this phenomenon can lead to excessive trivialization of content and even commercialization. Spiritual values, which should inspire deep reflection, can be reduced to entertaining, quickly passing content. This is particularly dangerous when spirituality becomes just another element of entertaining “scrolling” rather than a real space for reflection on spiritual life.
There is also a risk associated with the polarization of content on social media, where groups promoting extreme spiritual interpretations are formed. This encourages misinformation. In the digital space, where algorithms promote content that evokes strong emotions, messages that present extreme approaches to spirituality are reinforced.[21] This results in the creation of closed groups with limited access to diverse perspectives, leading to the phenomenon of so-called information bubbles.[22] People in such groups are exposed to one-sided and sometimes distorted interpretations of spiritual values, which often deviate from traditional religious doctrines. This kind of polarization hinders dialogue between different spiritual currents and fosters radicalization. Moreover, in such conditions it is easier to spread misinformation, as recipients are less likely to verify content that corresponds to their previous beliefs. As a result, divisions within religious and spiritual communities are growing, and deeper, balanced reflection on spirituality is taking a back seat. Combating this phenomenon requires actively counteracting disinformation and promoting dialogue based on authentic spiritual values. Manipulation and disinformation in the transmission of spiritual values lead to their falsification and distortion, which threatens the integrity of religious communication. The internet, with its openness and lack of strict regulations on communication, creates a space for the dissemination of false information, including false religious teachings.
Hate speech and hateful comments also pose a threat to the communication of spiritual values on social media. Spiritual and religious content is often the subject of ridicule and mockery, which can discourage people from openly sharing their religious beliefs. Anonymity in the digital space facilitates the spread of negative comments, exposing spiritual values to attacks by people who disagree with their message or deliberately disparage them. Hate speech, especially in a religious context, leads to divisions and often to the escalation of conflicts. People who become targets of hate often withdraw from online activity. In such situations, the voices of those promoting spirituality are drowned out by negative reactions, which hinders constructive dialogue. There is also a risk that recipients who witness hate speech directed at spiritual values will become less open to spiritual content over time. Therefore, mechanisms for moderating discussions on social media are essential to protect spiritual messages from hate and to support open, respectful communication.
The above considerations lead to an important conclusion: on the one hand, adapting the message to contemporary trends and media formats is helpful in reaching new audiences. On the other hand, however, there is a danger that the spiritual content itself may be simplified to make it more “palatable” to the mass audience. Thus, the key is to strike the right balance between form and content so that the message does not lose its depth and spiritual values are presented in an authentic way.
The Potential of Various Media Forms in Building Deeper Relationships with Spiritual Values
So how can spiritual values be communicated using modern means of communication? The answer to this question is complex and requires reference to various methods of communication. Particular attention should be paid to personalizing the message, using storytelling, utilizing multimedia, and engaging the younger generation in spiritual life. Each of these methods enables deeper, more authentic, and more engaging communication.
One of the challenges in communicating spiritual values in the digital age is adapting content to different audiences, i.e., personalizing the message. This involves creating messages that meet the spiritual needs of individuals while taking into account their cultural background, age, level of religiosity, and interests. Personalization encompasses both the form and content of the message, including the language used, choice of media, and the topics and issues addressed. For example, younger generations are more interested in multimedia formats and prefer short videos, religious quotes, and interactive mobile applications. For older audiences, longer sermons or reflective texts published on parish websites are more appropriate. Personalization also means tailoring the message to current social events and individual life situations in order to relate more directly to the spiritual experiences of the audience. An example of this is directing content related to hope and spiritual support to people experiencing personal crises.
Storytelling, or narrative based on stories, is certainly an effective tool for communicating spiritual values. Why is that? Namely, elements of storytelling are present in the Christian tradition – they can be found both in the Bible and in the lives of saints, who, through their stories, become models of spirituality. Stories from spiritual life, including testimonies of people who have experienced spiritual transformation, are inspiring to contemporary audiences. In the digital age, storytelling is taking on a new dimension through interactivity and multimedia possibilities.[23] Documentaries, short videos, podcasts, and blogs can be used effectively to convey a spiritual message. The effectiveness of storytelling largely depends on the authenticity of the narrative – audiences want to hear honest stories that resonate with their spiritual quest.
Another promising tool for transmitting spiritual values in the digital age is multimedia – video, graphics, and even memes. These can be used as vehicles for religious content that attracts attention and sticks in the memory. Video content is a particularly powerful medium, allowing for the presentation of deeper reflections as well as religious rituals such as Mass, prayers, and retreats. Graphics and memes, although lighter forms of communication by nature, can serve as quick reminders of spiritual values. Short, inspiring Bible quotes placed on aesthetically pleasing graphics on social media encourage the spread of spiritual reflection. Memes, while they may seem a surprising form of spiritual communication, can actually serve as humorous yet reflective tools that help to ponder deeper truths in an accessible way. This phenomenon fits into the broader context of the “mediatization of the sacred,” a phenomenon described by Hjarvard. He draws attention to the transformation of religious experience under the influence of media logic. According to this researcher, the sacred ceases to be the exclusive domain of institutions and becomes part of everyday media practices, subject to the logic of immediacy, personalization, and entertainment. This leads to the emergence of new forms of media spirituality characterized by greater fluidity, fragmentation, and hybridity.[24]
One of the greatest challenges facing the Church in communicating spiritual values in the digital age is engaging the younger generation in spiritual life. Young people, raised in a world full of technological stimuli, expect dynamic, interactive, and authentic forms of communication.[25] In order to reach this group, it is necessary to use modern tools that are natural channels of communication for them. Thus, it can be assumed that prayer apps, interactive groups on social media platforms, and campaigns aimed at young people that combine elements of spirituality with their everyday challenges will have great potential in this case.
It is also worth looking at the communication of spiritual values from a future perspective. Technological developments in the 21st century are opening up new perspectives for this process. Innovations such as artificial intelligence, virtual and augmented reality have the potential to significantly influence the way spirituality is communicated and experienced. Artificial intelligence is already influencing various areas of life,[26] and may, in the future, become a tool for supporting spirituality. AI-based chatbots can guide believers through spiritual texts, while algorithms that personalize content will tailor spiritual messages to the individual needs of recipients. Virtual and augmented reality (VR and AR) may become a source of even more immersive spiritual experiences. Applications are already being developed that enable virtual pilgrimages to holy sites, participation in services in virtual temples, and participation in online retreats. In the future, VR and AR may allow for even deeper spiritual experiences, enabling the faithful to interactively participate in religious events from anywhere in the world.
As digital technologies continue to evolve, the digital space will become increasingly dominated by content tailored to the individual needs and preferences of users. Digital media will not only be a tool for conveying information but also as a place for deep immersion in various forms of experience, including spiritual ones. In this context, the role of religion and spirituality in the digital space will evolve – the direction of this evolution will be determined not by the Church itself, but primarily by the faithful.
Conclusions
An analysis of contemporary communication tools in the context of communicating spiritual values allows us to formulate both answers and further questions. The use of new digital media opens wide possibilities for the Church to reach contemporary audiences, especially the younger generation. Thanks to personalized content, multimedia forms of communication, and the dynamic use of digital tools, communicating spiritual values is becoming more accessible and engaging. However, these opportunities are accompanied by numerous challenges. Contemporary communication tools, dominated by fast-paced forms of interaction, carry the risk of trivializing spiritual content and limiting deep engagement. In an era where entertainment and spiritual content increasingly intertwine, theologians and communication specialists must seek ways to preserve the authenticity and depth of the message, avoiding simplifications that can distort the essence of spirituality. It will also be important to reflect on the ethical use of technology and to protect spiritual values from manipulation and misinformation.
To sum up the analysis, it should be emphasized that communicating spiritual values in the digital space requires an understanding of the complex processes of the mediatization of religion. As demonstrated by the research of Lövheim, Evolvi, Campbell, and Hjarvard, the transformation of religious experience under the influence of digital media is not merely a technological change, but a fundamental transformation of the way spiritual values are expressed, perceived, and experienced in contemporary society. The research objective was achieved by systematically analyzing methods of personalizing spiritual communication, understanding the needs of contemporary audiences in the context of the changing media landscape, and identifying opportunities for using various forms of media to build deeper relationships with spiritual values. The analysis confirms that effective communication of the sacred requires not only adaptation to new technologies but also a profound understanding of the mediatization processes that are fundamentally changing the nature of religious experience in the digital age.
In the future, research on this topic should focus on further analyzing how to effectively integrate spiritual values into modern communication tools so that they are conveyed in an engaging and authentic way. It will be particularly important to develop strategies that allow for spiritual engagement while responding to the needs of contemporary audiences.
References
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