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...
| Autor principal: | |
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| Tipo de documento: | Recurso Electrónico Artigo |
| Idioma: | Inglês |
| Verificar disponibilidade: | HBZ Gateway |
| Journals Online & Print: | Carregar...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Publicado em: |
[publisher not identified]
2022
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| Em: |
Temenos
Ano: 2022, Volume: 58, Número: 1, Páginas: 91-117 |
| (Cadeias de) Palavra- chave padrão: | B
Finnische Orthodoxe Kirche
/ Admissão
/ Imagem de uma marca
/ Estratégia de marketing
/ Relações públicas
/ Igreja
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| Classificações IxTheo: | CH Cristianismo e sociedade KBE Escandinávia KDF Igreja ortodoxa RH Evangelização |
| Outras palavras-chave: | B
Orthodox Church
B Finland B Branding B Communication |
| Acesso em linha: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Resumo: | 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 |
| Obras secundárias: | Enthalten in: Temenos
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| Persistent identifiers: | DOI: 10.33356/temenos.99585 |