Posting the Journey to Juquila: Pilgrimage, Digital Devotion, and Social Media in Mexico

Abstract

At the crossroads of scholarship scrutinizing digital religion and pilgrimage, this article analyzes the use of Facebook, YouTube, and Instagram by devotees of Our Lady of Juquila, a Marian image in Oaxaca, Mexico. It combines the close reading of content and descriptive online ethnography with web scraping and data analysis. The article sketches these platforms’ role in pious expression, virtual community building, pilgrimage group communication, and devotional marketing, tracking closely the intertwining of religion and commerce, particularly religious tourism promotion. The data reveal that Facebook serves as the most popular platform for Juquila’s devotees, thanks to its open, pro-sharing design and flexibility regarding group formation. As a result, it has become the essential hub of devotee expression. YouTube, thanks to its particular affordances, has become an ideal niche for narrating travel to Juquila’s shrine and a showcase of the networked nature of devotion as users borrow tools, tropes, and expressive techniques from many sources, religious and secular. Instagram is the least popular platform among devotees because its design is less open and amenable to group communication. It does, however, facilitate both smaller, more intimate community formation, as well as shallow but significant community building on popular public pages run by religious tourism promoters hosting attractive, easily sharable, free stockpiles of images, memes, and devotional slogans. In the end, social media use appears to be stoking pilgrimage in Mexico and setting the stage for significant cultural change in the future as new tools, emerging shared devotional aesthetics, and media logics reshape religious expression and devotee communication. It is also becoming an unparalleled historical archive of popular religious culture.