This article analyzes the challenges for evangelization in today's media culture, paying particular attention to Pope Francis' apostolic exhortation "Evangelii Gaudium': In the "global village" the traditional dear distinction between personal and mass communication seems to be fading away. Communicative interaction is mainly focused on personal daily experiences and it privileges intuitive and emotive rather than analytical abilities. In this context, we need to revalue the "via pulchritudinis" and the narrative language as privileged means to express and share our experience of faith.