Anticipation heightens as Vatican smoke signals set off a wave of online chatter
Rewritten Article:
In a social media blitz over the weekend, US President Donald Trump shared an AI-generated image of himself donning papal garb and seated on a regal throne, pointing skyward with one finger. This provocative post was just one of many that have circulated since Pope Francis's passing on April 21, as the world awaits the upcoming cardinals' gathering starting Wednesday.
According to monitoring platform Visibrain, more than 1.3 million tweets have been published about the conclave, while TikTok videos on the topic have garnered over 363 million views, particularly among the younger generation.
Dedicated pope watchers can participate in the online game "Fantapapa," where they choose their favorite cardinals and make predictions for the next pontiff, similar to sports betting.
The Allure of the Conclave
Information and communication sciences researcher Refka Payssan explains that the mystery, opulence, and tradition surrounding the conclave make it perfect for social media's narrative-driven formats. "The conclave represents both pomp and ceremony, but also secrecy and intrigue—two elements skillfully cultivated by the Vatican," adds Stephanie Laporte, founder of OTTA, a digital strategy consultancy.
Laporte notes that young people love to speculate about the outcomes, relishing the opportunity to decode news, uncover clues, and make educated guesses about who the next pope might be, transforming the entire process into an exciting "escape game."
Payssan notes that the conclave stirs curiosity among the general public for witnessing history unfold live, particularly as this event is rare—the first in 12 years—with potential global consequences. Although they may not be Catholic themselves, young people recognize the immense influence that the pope has on hundreds of millions, if not billions, of people, be it in matters of contraception or the environment.
The Digital Shift
This heightened interest in the Conclave reflects the Vatican's successful embrace of digital communications in recent years to engage younger audiences. Since its creation by Benedict XVI in 2012 and primarily utilized by Francis, the papal Twitter account @pontifex boasts 50 million followers across nine languages and Francis's personal Instagram account boasted over 10 million followers.
The Church has encouraged many cardinals to venture into the digital realm, with some—such as New York's Timothy Dolan and the Philippines' Luis Antonio Tagle—emerging as bona fide internet stars, sharing updates about the conclave with their followers without disclosing sensitive information. Tokoyo's archbishop Tarcisio Isao Kikuchi even shared a photo with colleagues en route to pay their respects at Francis's grave.
Cardinals, with their captivating personalities and influence on popular culture, have fuelled public excitement for the event. This interest has also been stoked by the likes of Dan Brown's novel "Angels and Demons" and the acclaimed thriller "Conclave," adaptations and inspired by books by Robert Harris.
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- The mystery and tradition of the conclave, as highlighted by information and communication sciences researcher Refka Payssan, make it a captivating subject for social media's narrative-driven formats.
- Stephanie Laporte, founder of OTTA, asserts that the conclave, with its elements of pomp, ceremony, secrecy, and intrigue, serves as an engaging "escape game" for the younger generation.
- Payssan explains that the concluded pope watchers find the event intriguing, as it offers a rare opportunity to witness history unfolding live and potentially impact global affairs, even if they are not Catholic themselves.
- The Vatican's successful digital communications strategy, including the use of social media platforms like Twitter and Instagram, has played a significant role in sparking increased interest in the Conclave among younger audiences.
- In the digital realm, cardinals such as New York's Timothy Dolan and the Philippines' Luis Antonio Tagle have emerged as internet stars, sharing updates about the conclave without disclosing sensitive information.
- The allure of the Conclave has been further fueled by popular culture, with books like Dan Brown's "Angels and Demons" and the acclaimed thriller "Conclave" stoking the public's curiosity and excitement for the event.
