It is curious, but the Web 2.0 industry has “robbed” from Christian language the model of communication it pursues: the community. And community is communion. The Church has created communities for 2,000 years. Now, the great marketing success on the Web 2.0 depends on the capacity to create “communities,” which later are reduced to groups of common interest to which it is possible to sell products of specialized announcers, who today are the ones who pay the most.
If, in communicating on the Internet the Church does so as Church-communion, if her “community” life is reflected on the Web, then she will also be able to build “community” on the Internet. For the surfer visiting her services, it will become something almost evident to enter into contact with the diocese’s closest reality, which can be his own parish, Caritas’ service, or the diocesan choir.
When a Church communicates on the Internet as communion, in community, the reality moves from being virtual to something real, as it puts the surfer in contact with the real life of the diocese, parish or community. And it is then that the greatest interactivity is achieved, when from the virtual reality one moves to “encounter,” which is, when all is said and done, what changes a person’s life.