When Facebook Becomes Faithbook: Exploring Religious Communication in a Social Media Context

Processes of digitalization continue to have a profound effect on many old, traditional organizations. In institutions such as banks, theaters, and churches, established structures and practices are being challenged by digitization in general and the participatory logic of social media in particular. This article draws on Mark C. Taylor's concepts of figuring and disfiguring to analyze empirical data gathered from the Church of Sweden Facebook page. The aim is to discuss how social media affects the conditions for religious communication and what the consequences are for a traditional religious organization such as the Church of Sweden.