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

Diana Coman ()
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Diana Coman: University of Bucharest

Revista Romana de Jurnalism si Comunicare - Romanian Journal of Journalism and Communication, 2019, issue 2, 9-23

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.

Keywords: Romanian Orthodox Church; religious market; corporation; branding (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2019
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