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Diana COMAN

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

Romanian Journal of Journalism and Communication, issue 2 (59), year XIV (XVIII), 2019

section: MediAnalyses

pages: 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

abstract (second language):

A travers l’histoire, l’Eglise Chretienne, et plus tard l’Eglise Orthodoxe Roumaine (EOR), ont cultivé et défendu l’identité nationale et spirituelle des roumains « âme roumaine », selon Constantin Noica. Afin de proposer une position claire de la communication de la marque EOR, nous allons porter notre attention sur les 5 événements religieux récents les plus importants, et analyser les réactions online des médias et de la population roumaine. Cette analyse aboutira certainement, au delà des statistiques, à un début de discussions informelles à propos des missions de l’Eglise au sein de notre société et l’impact de ces missions dans les communications online faites par les institutions.

keywords (second language):

Eglise Orthodoxe Roumaine, marche religieux, entreprise, marque

 Accredited Publication by the National Council of
 Higher Education Scientific Research (code 779), as B+, and indexed full text by EBSCO and ProQuest.