ABSTRACT
This chapter explains the existential media approach to the Church of Sweden's digital activity. The approach to grief proposed in the Allhelgona campaign allows space only for certain responses to death, leaving out the experiences of precarity, ambivalence and shakenness that the existential approach has foregrounded. The Church's Facebook page published eight posts leading up to the Allhelgona weekend, all using the hashtag #taenminut which means "Take a Minute''. By focusing on death and grief at a time of national remembrance, the Church attracted a higher-than-normal level of activity to its Facebook page. Despite the media's religious qualities, A. Lagerkvist's approach to existential media analysis formalised religion as a secondary phenomenon. Facebook is a space where we give life to memories but an existential media studies approach recognized the potential for our sense of meaning and security to be “shaken”.
