PR-діяльність у релігійній сфері як складова соціальної діяльності: досвід України та Польщі

Abstract

The article reveals the specificity of PR-activities of religious organizations aimed at both their supporters and public at large. If the former involves the production of identity markers with this religious community, the symbolic exchange between members of the organization, the updating and mobilization of their activities, then the focus of PR activities on the public is aimed at establishing a dialogue between believers and secular members of the society. PR activities in this context are intended, on the one hand, to provide the public with knowledge about the functioning of a particular religious activity: both general (theoretical basics, symbols of faith, ritual, religious holidays, etc.), as well as specific events with community life (e.g., as religious holidays were held, ceremonies were performed, charity events were held). On the other hand, to establish public communication with the aim of forming a positive image, revealing stereotypical ideas that destroy it. One of the most widespread types of such PR-activity is broadcasting of worship services and sermons, which is aimed, firstly, at the mass involvement of particular confession believers in the performance of religious rituals, and secondly, on the institutional realization of the publicity principle in activity of church as a social organization. It also analyzes PR-activities in the sphere of culture as a component of PR-activities of religious organizations, which is realized in two aspects: as patronage and as intercultural mass communication. The main channels of PR-activity realization are analyzed: television and Internet resources. Feature of PR-activity of religious organizations is the functioning of separate religious, or more precisely confessional, television channels. The specificity of such channels is their information and educational orientation, which implies restrictions on entertainment content and talk shows. PR-activity of online channels is carried out in the forms of "digitalized PR" and "Internet-PR", which provide monologous communication, and "cluetrain-PR" - dialogical. The channel of PR activities of religious organizations, which integrates television and the Internet, is YouTube channels, which are less resource-intensive than television and have a large branched regional network.