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Central European Journal of Communication

Central European Journal of Communication

Scientific Journal of the Polish Communication Association

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You are here: Home > Browse Journal > Volume 13 No 3 (27) Fall 2020 > Advertising in communication of the Catholic Church. The case of Poland

Advertising in communication of the Catholic Church. The case of Poland

Krzysztof Stępniak
CARDINAL STEFAN WYSZYŃSKI UNIVERSITY IN WARSAW, POLAND

ABSTRACT: 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.

Full text:

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KEYWORDS: advertising, communication, Catholic Church, Poland, religious advertising, mediatization of religion

AUTHORS:

  • Krzysztof Stępniak
    ORCID: 0000-0001-9716-8835
    CARDINAL STEFAN WYSZYŃSKI UNIVERSITY IN WARSAW, POLAND