RT Article
T1 The Dichotomy of Branding: Discourses in the Orthodox Church of Finland
JF Temenos
VO 58
IS 1
SP 91
OP 117
A1 Kokkonen, Laura
LA English
PB [publisher not identified]
YR 2022
UL https://www.ixtheo.de/Record/180916317X
AB This article investigates branding in the Orthodox Church of Finland. How does the Orthodox Church discuss its public image, and how does the theoretical lens of branding add to this discussion? In this study church communication workers were interviewed, and church strategies examined. The results indicate that discourses within churches are diverse and even contradictory. In the identified discourses the authenticity of the church is defended and the improper nature of marketing is asserted. At the same time marketing techniques are considered useful: marketing strategies employ public image and visibility. Based on Beyer, it is suggested that interviewees place a greater emphasis on church function. Moreover, this article discusses how identified discourses contribute to a broader discussion of the Orthodox Church’s relationship with modernity.
K1 Branding
K1 Communication
K1 Finland
K1 Orthodox Church
DO 10.33356/temenos.99585