This paper analyses the evolution of the Holy See's reflection on communication, by comparing the conciliar decree Inter Mirifica (1963) with the official speeches delivered by Church authorities at the Jubilee of Digital Missionaries and Catholic Influencers (July 2025). Through institutional discourse analysis, the Vatican is observed as a policy maker redefining its authority and symbolic identity within the contemporary digital ecosystem. Inter Mirifica established a normative framework on the means of social communication, defining the boundaries, risks and opportunities of legitimate religious discourse at a moment of profound media transformation. Sixty-three years later, the 2025 Jubilee finds itself embedded within a horizontal religious production, anchored in a dimension grounded in personal branding and creator economy logics, embodied by digital missionaries and religious influencers operating in spaces only partially governed by the institution. Within the framework of the Jubilee as a total social event, the analysis of institutional discourse traces the evolution of Vatican communication doctrine and situates it within a comparative perspective with other institutions that have navigated the digital transformation of their symbolic authority.