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An analysis of the Romanian Orthodox Church brand image in the digital space

Author

Listed:
  • Diana COMAN

    (University of Bucharest)

Abstract

Throughout history, the Christian Church, and later, The Romanian Orthodox Church (Biserica Ortodoxă Română, or BOR, in short) have cultivated and defended the national and spiritual identity of the Romanian people - the “Romanian soul”, according to Constantin Noica. Furthermore, the large percentage of the people who declare themselves orthodox - namely 86.5%, according to the 2011 census - acknowledge the presence and activity of BOR in the current social, cultural and political life in Romania. In an attempt to offer a clear picture of BOR's brand communication, we focus on five of the most prominent religious events from the recent past and analyze the online reactions of the press and public regarding these events. This analysis will hopefully provide, besides a series of statistics, a starting point for in-depth discussions about the Church's mission in society and the reflection of that mission in the institution's online communication efforts.

Suggested Citation

  • Diana COMAN, 2019. "An analysis of the Romanian Orthodox Church brand image in the digital space," Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, University of Bucharest, Faculty of Journalism and Communication Studies – Universitatea din Bucuresti, Facultatea de Jurnalism si Stiintele Comunicarii, issue 2, pages 9-23.
    • Handle: RePEc:foj:journl:y:2019:i:2:p:9-23
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    More about this item

    Keywords

    Romanian Orthodox Church; religious market; corporation; branding;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising

    Statistics

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