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...
| Κύριος συγγραφέας: | |
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| Τύπος μέσου: | Ηλεκτρονική πηγή Άρθρο |
| Γλώσσα: | Αγγλικά |
| Έλεγχος διαθεσιμότητας: | HBZ Gateway |
| Journals Online & Print: | Φόρτωση...
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| Fernleihe: | Fernleihe für die Fachinformationsdienste |
| Έκδοση: |
[publisher not identified]
2022
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| Στο/Στη: |
Temenos
Έτος: 2022, Τόμος: 58, Τεύχος: 1, Σελίδες: 91-117 |
| Τυποποιημένες (ακολουθίες) λέξεων-κλειδιών: | B
Finnische Orthodoxe Kirche
/ Πρόσληψη (εργατικό δίκαιο)
/ Εικόνα μάρκας
/ Στρατηγική μάρκετινγκ
/ Δημόσιες σχέσεις
/ Εκκλησία (μοτίβο)
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| Σημειογραφίες IxTheo: | CH Χριστιανισμός και Κοινωνία KBE Βόρεια Ευρώπη, Σκανδιναβία KDF Ορθόδοξη Εκκλησία RH Κήρυγμα Ευαγγελίου, Χριστιανικά Μέσα |
| Άλλες λέξεις-κλειδιά: | B
Orthodox Church
B Finland B Branding B Communication |
| Διαθέσιμο Online: |
Volltext (kostenfrei) Volltext (kostenfrei) |
| Σύνοψη: | 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 |
| Περιλαμβάνει: | Enthalten in: Temenos
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| Persistent identifiers: | DOI: 10.33356/temenos.99585 |