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Pope Benedict XVI has told church leaders social networking sites like Facebook and Twitter aren't a virtual world they can ignore, but rather a very real world they must engage if they want to spread the faith to the next generation.

The 85-year-old Benedict, who tweets in nine languages, used his annual message on social communications to stress the potential of social media for the church as it struggles to keep followers and attract new ones amid religious apathy, competition from other churches and scandals that have driven the faithful away.

Archbishop Claudio Maria Celli, head of the Vatican's communications office, cited a 2012 study commissioned by US bishops that found that 53 per cent of Americans were unaware of any significant presence of the Catholic Church online.

Other studies, Celli said, made clear that the 'millennial generation' of people born after 1982 use Facebook, Twitter and YouTube far more than their parents as primary sources of information, entertainment and sharing political views and community issues.

'The digital environment is not a parallel or purely virtual world, but is part of the daily experience of many people, especially the young,' Benedict said in his message.

'Social networks are the result of human interaction, but for their part they also reshape the dynamics of communication which builds relationships: a considered understanding of this environment is therefore the prerequisite for a significant presence there.'

Benedict himself still writes longhand but he is a superstar online, with 2.5 million Twitter followers, nearly 11,000 of them following his Latin tweets alone.

And under his pontificate, the Holy See has greatly increased its presence online, with YouTube channels, papal Apps and an online news portal http://www.news.va that gathers all Vatican information in one place.

Celli acknowledged that much of the pope's message this year repeated exhortations from previous years about the need for respectful dialogue online, for users to present themselves authentically and to listen, not just preach.

'At first look, it could sound like reheated soup,' Celli conceded. But he said that sometimes, messages need repeating. 'I don't want to make any particular revelations here, but don't believe that everything that is said is absorbed at the ecclesial level.'

Excerpt from:
Pope sings praises of the virtual world

Recollecting trivial and sometimes dull Facebook posts is easier than recalling the same information in a book. It also takes less effort to remember posted patter than someone's face, according to new research.The result could be due to the colloquial and largely spontaneous nature of Facebook posts. Whereas books and newspapers typically are combed over by fact-checkers and carefully rewritten by editors, Facebook posts tend to be free flowing and more closely resemble speech. "It's a new way of thinking about memory," says John Wixted, an experimental psychologist at the University of California, San Diego, who was not involved in the research. "Our minds are naturally prepared to encode what is naturally produced."If memories are the product of evolution, then the ability to remember socially derived conversations may have provided an advantage that helped early humans survive, he adds.The study involved three different experiments with a sample that largely included undergraduate females and controlled for such factors as the use of emoticons, variations in character size and emotional content. What the research team found didn't make senseat first.Laura Mickes, a cognitive psychologist at U.C. San Diego and lead author of the study, says colleagues in her department were amazed by the consistency of the results. "To our surprise the microblogs, the Facebook posts, are much more memorable than one would expect," Mickes says. "People mostly think they're mundane and would be easily forgotten."Even accounting for associative thinkingsuch as, "that is something my friend Emily would post"the social networking site still had a pronounced effect on the extent to which information was remembered by study subjects. Facebook's advantage over books and faces is on the same scale as the advantage that the average person has over the memory-impaired, Mickes wrote in the January 2013 Memory & Cognition. Both Mickes and Wixted agree that additional experiments are needed before these findings can be applied broadly, largely due to the lack of diversity among the study subjects.Still, the implications are profound. Marketing firms could use Facebook-like advertisements to increase brand recognition. Teachers, too, might incorporate shorter, more colloquial sentences on study guides and in textbooks to raise test scores. The applications could be extensive: "I think there are implications for the way we teach, for how we advertise, how we generally communicate," Mickes says. "There are already professors who are into tech who have incorporated social media into their classrooms."According to the study, Facebook users in total post more than 30 million times per hour. Whether its easier on the brain, that's a lot to remember.Follow Scientific American on Twitter @SciAm and @SciamBlogs.Visit ScientificAmerican.com for the latest in science, health and technology news. 2013 ScientificAmerican.com. All rights reserved.

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Neural Networking: Online Social Content Easier to Recall Than Printed Info

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