Semantic Analysis on Twitter of Two Religious’ Leaders: @Pontifex and @DalaiLama

Social media stands out as the main setting of interaction within the digital ecosystem permeating the communication of religious leaders. Admitting such a premise, the following research establishes a descriptive analysis of the interaction carried out by Pope Francis and Dalai Lama in their respective Twitter accounts determining variables such as frequency of publication, use of hashtags and culminating in the revision of the lexicon used in tweets through text mining software tools. The main results denote greater activity by the Pope on Twitter in terms of the frequency and quantity of messages; on the other hand, as far as the use of hashtags is concerned, the Pope’s account highlights events related to the religious doctrine he leads, while the Dalai Lama focuses on its application to current situations in the global situation. In the third objective, the lexicon incorporated by both in their messages differs. While the Pope focuses on promoting institutional identity, the Dalai Lama builds his tweets on general human values. In short, it can be concluded that the following research manages to deepen the paradigmatic axis by combining it with the dissemination in digital networks.