Marketing makedonske pravoslavne cerkve

diplomsko delo

Nastasja Kraljevska (Author), Zlatko Jančič (Mentor)

Abstract

Namen diplomske naloge je bil utrditi ali z izvajanjem marketinških akcij znotraj pravoslavne cerkve lahko povzročimo izgubo svetega značaja njenega elementarnega poslanstva. Osrednjo raziskovalno vprašanje naloge je bilo kako uporaba marketinških orodij pomaga makedonski pravoslavni cerkvi uresničevati svoje cilje, pritegniti nove in ohraniti stare člane, hkrati pa spodbujati aktivno udeležbo v verskih aktivnostih. Teoretični del naloge sem pričela z interpretacijo religioznosti, obravnavala sem sekularizacijsko oziroma revitalizacijsko tezo ter v nadaljevanju se navezovala s teorijo svobodne izbire po Starku in Bainbridgeu. V nadaljevanju sem teoretično proučila poglede različnih avtorjev v kontekstu religijskega marketinga ter vključila še vprašanje etičnosti pri religijsko marketinških praks. Da bi lahko odgovorila na raziskovalno vprašanje sem naredila primerjalno analizo vsebine med spletnim religijskim informatorjem "PortalPremin.mk" in komunikacijo na družbenih omrežij s pravoslavno vsebino ter analizo marketinške podpore religijsko povezanih ritualov makedonskih pravoslavnih vernikov. Iz analize je bilo razvidno, da medtem ko verske prakse zahoda razvijajo marketinško podobne strategije za spopadanje z konstantno naraščajočo pop kulturo, se zdi, da imajo vzhodne (ortodoksne) prakse povsem drugačen način soočanja z istim problemom. Razlog za to sem pripisala tradiciji, ki za pravoslavne vernike ne pomeni le negovati nečesa, kar se prepušča iz generacije v generacijo v cerkvi, temveč nekaj bolj konciznega in oprijemljivega.

Keywords

pravoslavno krščanstvo;religija;Severna Makedonija;marketing;mediji;Sociologija religije;Religija;Trženje;Množični mediji;Pravoslavna cerkev;Diplomska dela;

Data

Language:	Slovenian
Year of publishing:	2020
Typology:	2.11 - Undergraduate Thesis
Organization:	UL FDV - Faculty of Social Sciences
Publisher:	[N. Kraljevska]
UDC:	271.222:339.138(497.7)(043.2)
COBISS:	36602973
Views:	594
Downloads:	203
Average score:	0 (0 votes)
Metadata:

Other data

Secondary language:	English
Secondary title:	Marketing of the Macedonian Orthodox Church
Secondary abstract:	The purpose of the thesis was to consolidate if conducting marketing campaigns within the Orthodox church could alter the sacred character of its elemental purpose. The central research question was how to use market-based toolkits to help the Macedonian Orthodox Church achieve its goals, attract new members as well as retain existing ones, while encouraging active participation in various religious activities. I initiated the theoretical part of the thesis with an interpretation of religiosity, discussed the secularization of the revitalization thesis, and proceeded with the theory of free choice according to Stark in Bainbridge. In the upcoming chapters, I have theoretically examined the views of different authors in the context of religious marketing and included the issue of ethics in the practice of religious marketing. In order to answer the research question, I carried out a comparative content analysis between the online religious informer "PortalPremin.mk" and overall communication on social networks with Orthodox content, as well as an analysis of the marketing support of religiously related rituals by Macedonian Orthodox believers. The analysis showed that, while the weastern religious traditions develop marketing-like strategies to cope with the ever-growing pop culture, it seems that eastern (orthodox) practices solve with the same problems in quite a different manner. I found the reason for this to be tradition, which for Orthodox believers, is not just about the heritage that is passed down from generation to generation in the church, but also something more concise as well as tangible.
Secondary keywords:	orthodox christianity;religion;North Macedonia;marketing;media;Sociology of religion;Religion;Marketing;Mass media;Orthodox Eastern Church;Graduate theses;
Type (COBISS):	Bachelor thesis/paper
Study programme:	0
Embargo end date (OpenAIRE):	1970-01-01
Thesis comment:	Univ. v Ljubljani, Fak. za družbene vede
Pages:	40 str.
ID:	11397732