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...
| Главный автор: | |
|---|---|
| Формат: | Электронный ресурс Статья |
| Язык: | Английский |
| Проверить наличие: | HBZ Gateway |
| Journals Online & Print: | Загрузка...
|
| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Опубликовано: |
[publisher not identified]
2022
|
| В: |
Temenos
Год: 2022, Том: 58, Выпуск: 1, Страницы: 91-117 |
| Нормированные ключевые слова (последовательности): | B
Finnische Orthodoxe Kirche
/ Наём (трудовое право)
/ Имидж фирменного товара
/ Маркетинговая стратегия
/ Работа с общественностью
/ Церковь (мотив)
|
| Индексация IxTheo: | CH Христианство и общество KBE Скандинавия KDF Православная церковь RH Благовестие |
| Другие ключевые слова: | B
Orthodox Church
B Finland B Branding B Communication |
| Online-ссылка: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Итог: | 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. |
|---|---|
| ISSN: | 2342-7256 |
| Второстепенные работы: | Enthalten in: Temenos
|
| Persistent identifiers: | DOI: 10.33356/temenos.99585 |