Is it possible to communicate ideas and values ​​in a pluralistic, global, relativistic, and complex society? Is it possible not only to transmit these ideas and values, but also to argue them in a way that possesses some persuasive power?

In my opinion,  communicating ideas and values ​​has two requirements. To communicate effectively, it’s essential to have a clear understanding of the messages we wish to convey, and it’s equally important to have a clear understanding of the rules of communication.  Just as there are laws of economics or construction that apply universally, there are similar rules of public communication that apply regardless of the intrinsic validity of the messages being transmitted.

These paragraphs belong to an article entitled “ Keys to communicating ideas and values ”

A schism in the Catholic Church involves the transmission of ideas and values ​​that lead to division or separation within the Church . This is precisely what has occurred with the ordination of four new bishops—Fathers Paschalis Schreiber (Switzerland), Michał Goldade (USA), Michał Poininet de Sivry (France), and Marek Hanappier (France)—without papal mandate. This ordination has not only formalized a doctrinal break but has also  been staged before a global audience through an unprecedented technical display.

Indeed,  those who have designed the communication strategy for this schism are very clear about the messages to be conveyed and know and practice the rules of communication for a global audience.

A schism between liturgy and technology

What Rome interprets as an act of schism, the Society has presented as a large, ultratraditionalist gathering with a global reach.  The ceremony in Écône, Switzerland, the historic site of the seminary founded by Marcel Lefebvre, has been dubbed by some critics as a kind of “ultratraditionalist Woodstock.”

Modernity has contrasted sharply with the conservative liturgy they defend:

• Global broadcast: The event was streamed  live  , allowing unprecedented international visibility for an act that the Church considers schismatic.
• Contemporary logistics: The organization provided partner hotels, reserved parking spaces, and food stalls that operated using cashless  payment systems   and QR codes.
• Merchandise:  Attendees could purchase a commemorative box called “Cuvée Écône 2026,” containing four types of wine whose labels displayed episcopal symbols, a way of remembering the historic event. See the full article published by  Exaudi .

From a marketing perspective,  this communication strategy is very effective due to the media used, its global reach, and the confusion caused by the central message or the objective it aims to achieve.

The causes of the schism

The  Lefebvrists , formally known as the  Society of Saint Pius X (SSPX) , are an ultratraditionalist congregation founded in 1970 by French Archbishop  Marcel Lefebvre  in reaction to the reforms of the  Second Vatican Council .  Their ideology centers on the rejection of liturgy in vernacular languages, ecumenism, and openness to other religions, advocating instead the exclusive use of Latin and the Tridentine Rite. 

In a high-impact event on  July 1, 2026 , the Society of Jesus ordained  four new bishops  in Écône, Switzerland, without the authorization of Pope  Leo XIV . This action, carried out despite Vatican warnings that it would constitute a “schismatic act,” has resulted in its  automatic excommunication  ( latae sententiae ) and  confirms a new schism within the Catholic Church, exacerbating tensions with the Holy See. 

The group’s key points include:

• Origin of the conflict:  They arose from opposition to the post-conciliar reforms, with Lefebvre going so far as to claim in 1988 that the Vatican authorities were “occupied by antichrists”.
• History of schism:  In 1988, Lefebvre ordained bishops without permission from  John Paul II , resulting in excommunications that were partially lifted by  Benedict XVI  in 2009, but without achieving full doctrinal reconciliation.
• Current situation:  The Fraternity, which estimates its members at 600,000, argues that it acts to save a “needy” Church and considers papal censures invalid, maintaining a position of direct defiance towards the current magisterium.

Message marketing

The aforementioned points are largely unknown to the target audience of this message . Marketing seeks to satisfy people’s needs and desires. This message of schism caters to attitudes, principles, and values ​​that contradict the centuries-old doctrine of the Catholic Church.

Indeed, the influence of social trends and the lack of education of many Catholics cause the message being transmitted to be accepted due to the doctrinal confusion of those Catholics and by many non-Catholics.

Marketing consists of offering intangibles that are difficult for many people to value, who, without any critical thinking, accept the message and make it their own.

José Miguel Ponce