Lubna Alli

One of my most cherished moments here in Italy was being able to visit Vatican City, including the Vatican Museums, the Sistine Chapel and St. Peter’s Basilica. As someone that was raised in a household with a father who has a passion and respect for religion and interfaith relationships, I also came to find an interest in it the same. The silence in St. Peter’s Basilica was probably the most touching of all. I saw people of all faiths who had traveled from all parts of the world taking a moment to cherish their presence in one of the (if not the) most holy places for Christianity. Out of pure respect, to have your shoulders and knees covered was a requirement to get in, and doing so while blazing through the hot sun all day was totally worth it.

There is a certain connotation that is associated with the Vatican. Just at the mention of the name, there is awe and people gather to listen to what you have to say about it. According to the What is a political brand? reading, this is the idea of branding. The Pope, as a leader, has this brand attached to him. He has an “idealized public image, which increases public interest in politics, particularly among disenchanted and non-voters.” He is also highly respected both within the religious community and the secular community.

As times have changed though, the Pope has come to lose power with regards to decision-making within the city/ government. Now, as opposed to ancient times, his power remains primarily in decision-making solely within the church. Yes, his brand still remains, but to a lesser extent. With issues such as euthanasia, abortion, same-sex marriage and divorce becoming more of a concern to members of society, there is a clash between what the church preaches and what secular society believes. In this regard, the brand of the Pope is susceptible to tarnishing. In fact, this has already been the case in recent news, where Pope Francis is dealing with backlash from secular society for not revising the views on these matters. Compared to ancient times, the new pope’s personal brand needs to assert that he’s someone suited to fostering changes in environment, values, attitudes, relationships and behaviours. I believe that this is a tough act to put together, only because of the degree to which there is tradition, institutionalization and history in the Vatican and with the Pope. Whichever side the pope chooses to pick, the secular or the non-secular, he stirs the pot, be it for good or for bad. As Voltaire once said, with great power comes great responsibility.

Glad it’s not me,

Lubna