Benedict XVI is having a hard time getting his message across. Even on the web. And even in Italy, reports Vatican Insider.
Using a software program to analyse data relating to the Italian web world, including social media, An Italian company, Reputation Manager, compared the digital identities of Pope Benedict and the Dalai Lama.
The research was carried out using three elements: personal image, religious life and communication. Results show that the web, videos and social networks all appear to give a “balanced” image of the Dalai Lama, whereas descriptions of the Pope were “emotional and negative”.
“The emotional impact of conversations regarding the two important religious figures which were examined by Reputation Manager, can be summarised a s follows: almost half of online content relating to the Pope (48,74%) has a negative tone and a prejudicial impact; only 7% of the content is positive though generally lukewarm and lacking enthusiasm; the rest of the content is neutral.
The Dalai Lama on the other hand, is significantly more popular on the web both quantitatively (53% against 47%, in terms of the total number of conversations) and qualitatively: 26% of online content is positive an only 8% is negative but not prejudicial, because the emotional impact of the words used are generally balanced, both in terms of positive comments and in terms of negative ones.”
FULL STORY Italian web gives Pope a tough time (Vatican Insider)