Advertising in Communication of the Catholic Church. The Case of Poland
DOI:
https://doi.org/10.51480/1899-5101.13.3(27).6Keywords:
advertising, communication, Catholic Church, Poland, religious advertising, mediatization of religionAbstract
Religious advertising as a kind of religious persuasive communication based on the element of the sacred is a Polish phenomenon. The article presents studies on religious advertising, its definition and typology and reception by select social groups. This kind of advertising confirms not only Hjelm’s concept of the visibility of religion, as it exists in both the media and public sphere, but also David Herbert’s concept of republicisation. In a country without a clear division between State and the Church, despite a well-researched decline in traditional religiosity, religion is visible in social media and facilitates development of human relationships, both online and offline. Commercial media, including the Catholic ones, seem to be perfectly subjugated to the logic of media, which supports Stig Hjarvard’s process of mediatization of religion.
References
Annuarium Statisticum Ecclesiae in Polonia (2018). Warszawa: Instytut Statystyki Kościoła Katolickiego SAC. Retrieved March 4, 2019 from: http://n-1–13.dcs.redcdn.pl/file/o2/tvn/web-content/m/p1/f/cd14821dab219ea06e2fd1a2df2e3582/f861e5e4–060d-400c-81a3–85faa18ac896.pdf.
Baczyński A. (2001). Ewangelizacja, media i reklama [Evangelization, media and advertising]. Anamnesis, 24(1), 63–70. Retrieved March 4, 2019 from: https://www.nowaewangelizacja.pl/plik/6/ewangelizacja-i-reklamapdf.
Beckford, J. A. (2012). SSSR presidential address: Public religions and the postsecular. Critical reflections. Journal for the Scientific Study of Religion, 51(1), 1–19.
Bellah, R. N. (2007). After Durkheim. Retrieved January 24, 2019 from: https://tif.ssrc.org/2007/11/23/after-durkheim/.
Berger, P. L. (2011). Adventures of an accidental sociologist: How to explain the world without becoming a bore. Amherst, N.Y.: Prometheus Books.
Borowik, I. (2010). Why has religiosity in Poland not changed since 1989? Five hypotheses. Politics and Religion, 3(2), 262–275.
Borowik, I., Dyczewska, A., & Litak, E. (2012). Overview of the national situation. In A. Backstrom (Ed.), Welfare and values in Europe: Transitions related to religion, minorities and gender. National overviews and case study reports (Vol. 3, pp. 91–117). Uppsala: Uppsala Religion and Society Research Centre.
Davie, G. (2007). The sociology of religion. London: Sage.
Casanova, J. (1994). Public religions in the modern world. Chicago: University of Chicago Press.
Chmielewski, Z., & Kuca, P. (2013). Polityka informacyjna parafii diecezji rzeszowskiej – raport z badań [Information policy of the parishes of the Rzeszów Diocese – research report]. Polityka i Społeczeństwo, 3(11), 37–48.
Chmielewski, Z., & Kuca, P. (2014/2015). Ograniczenia i bariery w komunikowaniu się kapłanów z wiernymi: studium przypadku diecezji rzeszowskiej [Limits and barriers in priests’ communication with the faithful: a case study of the Rzeszów Diocese]. Media – Kultura – Społeczeństwo 9/10, 61–69.
Dobbelaere, K. (2002). Secularization: An analysis at three levels. New York: Peter Lang.
Etzioni, A. (2003). Are virtual and democratic communities feasible? Retrieved January 4, 2020 from: https://www.researchgate.net/publication/254927347_Are_Virtual_and_Democratic_Communities_Feasible.
Evolvi, G. (2019). Blogging my religion: Secular, Muslim, and Catholic media spaces in Europe. New York: Routledge.
Guzek, D. (2013). Reklama w działaniach instytucji religijnych w Polsce [Adertising in the activities of religious institutions in Poland]. Chorzowskie Studia Polityczne, 6, 311–326.
Guzek, D. (2019). Mediatizing secular state. Media, religion and politics in contemporary Poland. Berlin: Peter Lang.
Hepp, A. (2019). Deep mediatization. London: Taylor & Francis Ltd.
Herbert, D. (2015). Theorising religious republicisation in Europe: Religion, media and public controversy in the Netherlands and Poland 2000–2012. In K. Granholm, M. Moberg, & S. Sjo (Eds.), Religion, Media, and Social Change (pp. 54–70). New York and London: Routledge.
Hjarvard, S. (2008). The mediatization of religion: A theory of the media as agents of religious change. Northern Lights: Film and Media Studies Yearbook, 6(1), 9–26.
Hjarvard, S. (2012). Three forms of mediatized religion. Changing the public face of religion. In S. Hjarvard & M. Lovheim (Eds.), Mediatization and religion: Nordic perspectives (pp. 21–44). Goteborg: NORDICOM.
Hjarvard, S. (2014). From mediation to mediatization: The institutionalization of new media. In A. Hepp & F. Krotz (Eds.), Mediatized worlds: Culture and society in a media age (pp. 123–139). New York: Palgrave Macmillan.
Hjelm, T. (2012). Desecularization. In C. R. Wade (Ed.), Encyclopedia of global religion & society (pp. 293–294). Thousand Oaks: SAGE.
Hjelm, T. (2014). National piety: Religious equality, freedom of religion and national identity in Finnish political discourse. Religion, 44(1), 28–45.
Hjelm, T. (2015). Is God back? Reconsidering the new visibility of religion. In T. Hjelm (Ed.), Is God back? Reconsidering the new visibility of religion (pp. 1–16). London: Bloomsbury.
Hoover, S. M., Schofield Clark, L., & Rainie, L. (2004). Faith online, Washington, D.C.: Pew Internet & American Life Project.
Kołodziejska, M. (2018). Online Catholic communities: Community, authority, and religious individualization. London and New York: Routledge.
Korzystanie z religijnych stron i portali internetowych [Use of religious sites and websites] (2016). Komunikat z Badań CBOS 93, pp. 1–9.
Kościół katolicki w Polsce. Rocznik statystyczny [The Catholic Church in Poland. Statistical yearbook] (2014). Warszawa: Główny Urząd Statystyczny; Instytut Statystyki Kościoła Katolickiego.
Kościół w Polsce. Raport [Church in Poland. Report] (2018). Retrieved March 4, 2019 from: https://drive.google.com/file/d/1XMQWcdiwfldk8ovnxCWCl-OsGjAVZMsU/view.
Kotler, P. (2005). Marketing. Transl. R. Bartołd et al., Poznań: Dom Wydawniczy Rebis.
Kubczak, A., (2005). Konstruowanie tożsamości w Internecie [Constructing identity on the internet]. In E. Hałas & K. T. Konecki (Eds.), Konstruowanie jaźni i społeczeństwa. Europejskie warianty interakcjonizmu symbolicznego [Constructing self and society. European variants of symbolic interactionism] (pp. 359–377). Warszawa: Wydawnictwo Naukowe „Scholar”.
Künkler, M., Madeley, J., & Shankar, S. (Eds.). (2018). A secular age beyond the West. Religion, law and multiple secularities in Asia, the Middle East and North Africa. Cambridge: Cambridge University Press.
Luckmann, T. (1967). The invisible religion: The problem of religion in modern society. London: Macmillan.
Lövheim, M. (2011). Mediatisation of religion: A critical appraisal. Culture and Religion, 12(2), 153–166.
Lövheim, M. (2012). Varieties of performing religion in a public sphere. Paper presented at the conference New Forms of Public Religion, 5–7 September 2012. St John’s College, Cambridge.
Mariański, J. (2009). Sekularyzacja a nowe formy religijności [Secularization and new forms of religiosity]. Roczniki Nauk Społecznych, 1, 33–68.
Mariański, J. (2010). Praktyki religijne w Polsce – ciągłość i zmiana [Religious practices in Poland – continuity and change]. Roczniki Nauk Społecznych, 2, 55–86.
Mariański, J. (2016). Religia i religijność w zsekularyzowanych społeczeństwach [Religion and religiosity in secularized societies]. Zeszyty Naukowe KUL, 59(4), 3–26.
Pawłowska, B. (2015). „Polak-katolik” – czyli o religijności współczesnych Polaków [„Pole-Catholic”, or about the religiosity of contemporary Poles]. Władza Sądzenia, 6, 77–92. Retrieved March 4, 2019 from: http://wladzasadzenia.pl/2015/6/polak-katolik-czyli-o-religijnosci-wspolczesnych-polakow.pdf.
Percy, M. (2000). The church in the market place: Advertising and religion in a secular age. Journal of Contemporary Religion, 15(1), 97–119.
Pew Research Center (2018). Eastern and Western Europeans differ on importance of religion, views of minorities, and key social issues. Retrieved March 4, 2019 from: http://www.pewforum.org/2018/10/29/eastern-and-western-europeans-differ-on-importance-of-religion-views-of-minorities-and-key-social-issues/.
Religijność Polaków w ostatnich 20 latach [Religion of Poles in the last 20 years] (2020). Komunikat z Badań CBOS, 63, pp. 1–7.
Rocznik Statystyczny Rzeczypospolitej Polskiej [Statistical Yearbook of the Republic of Poland] (2018). Warszawa: Główny Urząd Statystyczny.
Stępniak, K. (2017a). Fenomen reklamy religijnej [The phenomenon of religious advertising]. Warszawa–Pułtusk: Akademia Humanistyczna im. A. Gieysztora.
Stępniak, K. (2017b). Reklama religijna jako przekaz perswazyjny z elementami sacrum [Religious advertising as a persuasive message with elements of the sacred]. Studia Theologica Varsaviensia, 1, 107–129.
Stępniak, K. (2018). Motywy religijne w komercyjnym przekazie reklamowym a sacrum w przekazie religijnym [Religious motifs in a commercial advertising message and the sacred in a religious message]. Studia Medioznawcze, 2, 85–97.
Szpunar, M. (2005). Internet jako pole poszukiwania i konstruowania własnej tożsamości [The Internet as a field of searching and constructing your own identity]. In E. Hałas & K. T. Konecki (Eds.), Konstruowanie jaźni i społeczeństwa. Europejskie warianty interakcjonizmu symbolicznego [Constructing self and society. European variants of symbolic interactionism] (pp. 378–403). Warszawa: Wydawnictwo Naukowe „Scholar”.
Szpunar, M. (2010), Reklama dźwignią wiary? Church marketing i jego specyfika [Advertising is a lever of faith? Church marketing and its specificity]. In B. Bednarczyk, Z. Pasek, P. Stawiński (Eds.), Religia a współczesne stosunki międzynarodowe [Religion and contemporary international relations] (pp. 229–247), Kraków: Krakowskie Towarzystwo Edukacyjne – Oficyna Wydawnicza AFM.
Taylor, C. (2007). A secular age. Cambridge, Mass.: Harvard University Press.
Turkle, S. (1995). Life on the screen: Identity in the age of the internet. New York: Simon & Schuster.
Wellman, B., & Gulia, M. (1999). Virtual communities as communities: Net surfers don’t ride alone. In M. A. Smith, & P. Kollock (Eds.), Communities in cyberspace (pp. 167–194). London: Routledge.
Zielińska, K. (2009). Spory wokół teorii sekularyzacji [Disputes over the theory of secularization]. Kraków: „Nomos”.
Życie religijne w Polsce. Wyniki Badania spójności społecznej [Religious life in Poland. Results of the social cohesion study] (2018). Warszawa: GUS. Retrieved March 4, 2019 from: https://stat.gov.pl/obszary-tematyczne/inne-opracowania/wyznania-religijne/zycie-religijne-w-polsce-wyniki-badania-spojnosci-spolecznej-2018,8,1.html.
Downloads
Published
How to Cite
Issue
Section
License
This work is licensed under a Creative Commons Attribution-ShareAlike 4.0 International License.
