Since Barack Obama’s succesful election campaign, the hype about ”social media” has been persisent. Many scholars are now talking about a communicative revolution, a paradigm shift in the way that networks, information and opinion forming is organized and conducted. The shift from web 1.0 to web 2.0 went smoothly, without reflection for most people – but the implications of this shift are not always clear and therefore needs consideration.  In this paper, the concepts and the rhetoric surrounding this development will be discussed in relation to the implications of this change for the Roman Catholic Church – an organisation that in contrast to Obama, has been severely criticized for its manner of communication. The points will be illustrated by examples from a case study of the interaction between the church and the media in the Swedish web 2.0 debate-forum Newsmill.se.