This study deals with the question of the image of pope Benedict XVI. in the media landscape of San Francisco. Due to the cultural diversity and the distinctive homosexual-scene it could be described as prototype of a liberal city. Aiming to analyze the news coverage about the current pope in San Francisco two print- newspapers were taken to investigate the articles for carried emotions, positive or negative. On the one hand the Catholic San Francisco is partly financed by the Archdiocese, on

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... e other hand the San Francisco Chronicle, which is completely independent of the Catholic Church and the Archdiocese of San Francisco, has been focused. To complement the study, interviews with experts in public affairs were taken to answer the question, if there are any differences between the two analyzed newspapers in their access to information respectively if the sources of information are varying and if possible differences are causing any effect on the coverage of the paper. Finally the communication process of the Catholic Church respectively of the Archdiocese of San Francisco is of special interest to the study. The question is going to be answered, if there are any strategies to communicate systematically and actively or if any tendencies can be detected to improve the image of the pope. Is there anybody in the Catholic Church or in the Archdiocese of San Francisco who´s working on the image of Pope Benedict XVI. by creating communication strategies for the Catholic Church aiming to catch up with the rapid flow of communication and the speed of time?