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

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Kokkonen , L 2022 , ' The Dichotomy of Branding : Discourses in the Orthodox Church of Finland ' , Temenos : Nordic journal of comparative religion , vol. 58 , no. 1 , pp. 91-117 . https://doi.org/10.33356/temenos.99585

Title: The Dichotomy of Branding : Discourses in the Orthodox Church of Finland
Author: Kokkonen, Laura
Contributor organization: Faculty of Theology
Date: 2022-06-17
Language: eng
Number of pages: 27
Belongs to series: Temenos : Nordic journal of comparative religion
ISSN: 0497-1817
DOI: https://doi.org/10.33356/temenos.99585
URI: http://hdl.handle.net/10138/346392
Abstract: 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.
Subject: Orthodox Church
communication
branding
Finland
614 Theology
Peer reviewed: Yes
Rights: cc_by
Usage restriction: openAccess
Self-archived version: publishedVersion


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