Public diplomacy of the Holy See – Francis’ pontificate and the era of digital globalization

Abstract

The article examines the contemporary public diplomacy of the Holy See in the context of digital communication during the pontificate of Pope Francis. The analysis demonstrates that traditional diplomatic practices are undergoing transformation under the influence of globalization, digital technologies, and multicultural processes, thereby forming the basis for a more integrated and open representation of the Vatican’s interests on the international stage. Digital platforms have become a key instrument enabling direct engagement with a global audience and facilitating the rapid dissemination of ethical, humanitarian, and social messages while bypassing traditional diplomatic channels.Particular attention is paid to Pope Francis’s policy of direct communication, which ensures effective feedback from society and contributes to the strengthening of institutional trust. Direct interaction through social media and digital resources constitutes a form of digital diplomacy and contributes to the construction of the image of Pope Francis as a “celebrity pope,” enhancing his influence and moral authority. At the same time, the system of digital platforms creates a multichannel presence of the Holy See, integrating spiritual, social, and political dimensions into a unified strategic narrative. This communication and representation strategy functions as an expression of soft power, enabling the Vatican to influence international audiences through authority and values rather than coercion. Multichannel communication shapes a contemporary image of the Catholic Church that combines traditional values with openness to the modern information environment and performs the function of a distinctive institutional rebranding.Thus, the public diplomacy of the Holy See during the pontificate of Pope Francis emerges as a value-oriented, multichannel mechanism of influence in which direct communication, digital technologies, and cultural and social practices interact to form a new style of Vatican diplomatic activity. This integrated strategy ensures the institution’s stable presence, authority, and effectiveness within the contemporary global information space, underscoring the importance of digital and value-based dimensions in international politics.