The Dichotomy of Branding: Discourses in the Orthodox Church of Finland

Laura Kokkonen

Tutkimustuotos: ArtikkelijulkaisuArtikkeliTieteellinenvertaisarvioitu

Abstrakti

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.
Alkuperäiskielienglanti
LehtiTemenos : Nordic journal of comparative religion
Vuosikerta58
Numero1
Sivut91-117
Sivumäärä27
ISSN0497-1817
DOI - pysyväislinkit
TilaJulkaistu - 17 kesäk. 2022
OKM-julkaisutyyppiA1 Alkuperäisartikkeli tieteellisessä aikakauslehdessä, vertaisarvioitu

Tieteenalat

  • 614 Teologia

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