The Dichotomy of Branding: Discourses in the Orthodox Church of Finland
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...
| Auteur principal: | |
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| Type de support: | Électronique Article |
| Langue: | Anglais |
| Vérifier la disponibilité: | HBZ Gateway |
| Journals Online & Print: | En cours de chargement...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publié: |
[publisher not identified]
2022
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| Dans: |
Temenos
Année: 2022, Volume: 58, Numéro: 1, Pages: 91-117 |
| Sujets / Chaînes de mots-clés standardisés: | B
Finnische Orthodoxe Kirche
/ Embauche
/ Image de marque
/ Stratégie de marketing
/ Relations publiques
/ Église
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| Classifications IxTheo: | CH Christianisme et société KBE Scandinavie KDF Église orthodoxe RH Évangélisation |
| Sujets non-standardisés: | B
Orthodox Church
B Finland B Branding B Communication |
| Accès en ligne: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Résumé: | 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. |
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| ISSN: | 2342-7256 |
| Contient: | Enthalten in: Temenos
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| Persistent identifiers: | DOI: 10.33356/temenos.99585 |