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Polish Nationwide Catholic Opinion-Forming Weeklies on Social Media—From Theoretical Introduction to Empirical Approach

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Polish Nationwide Catholic Opinion-Forming Weeklies on Social Media—From Theoretical Introduction to Empirical Approach religions Article Polish Nationwide Catholic Opinion-Forming Weeklies on Social Media—From Theoretical Introduction to Empirical Approach Andrzej Adamski 1,* , Anna Jupowicz-Ginalska 2 and Iwona Leonowicz-Bukała 1 1 College of Media and Social Communication, University of Information Technology and Management in Rzeszow, ul. Sucharskiego 2, 35-225 Rzeszow, Poland; [email protected] 2 The Faculty of Journalism, Information and Book Studies, University of Warsaw, ul. Bednarska 2/4, 00-310 Warsaw, Poland; [email protected] * Correspondence: [email protected] Received: 9 March 2020; Accepted: 11 April 2020; Published: 16 April 2020 Abstract: This paper is the first part of a cycle comprising five texts on the marketing use of social media by nationwide opinion-forming Catholic weeklies in Poland. Considering the state of the research so far, it is not completely clear how to classify Catholic media profiles on social networking sites. On the one hand, the media activity of the Church is typically evangelistic in nature, but on the other hand it takes place in typically secular conditions. The evangelising role of the Catholic media cannot be separated from the opinion-forming function. The main objective of the project is, firstly, to assess the marketing potential of social media used by the aforementioned weeklies and secondly, to complement the previously described online presence of religious entities in the context of the mediatization of religions. This paper—as the theoretical background of the research—presents the detailed interdisciplinary literature review on the issues crucial for the project, as well as the methodological introduction to our study. Keywords: social media; catholic media; Polish media; mediatization; evangelisation; media marketing 1. Introduction This paper is the first part of a cycle comprising five texts on the marketing use of social media by nationwide opinion-forming Catholic weeklies. It is of an interdisciplinary nature. It should be attributed to the studies on social communication and media, but it also contains references to marketing, culture studies, religion, theology and canon law. As a theoretical basis, it is necessary to refer to American functionalism in the view of Robert Merton(2002), who provided an approach and a conceptual apparatus used later in the analysis (based on the messages published by the broadcasters rather than on an audience survey). The main objective of the research project is, firstly, to assess the marketing potential of social media used by Polish Catholic opinion-forming weeklies (in a longer perspective: all Catholic and religious media in Poland), secondly, to complement the previously described online presence of religious entities in the context of the mediatization of religions and religious institutions and thirdly, to enrich Polish studies on these issues with a new marketing perspective. The individual papers refer to: The theoretical introduction (this one)-a foundation for; • The analysis of the marketing aspect of using Facebook (FB) by the selected weeklies (text 2, empirical); • The analysis of the marketing aspect of using Twitter (TT) by the selected weeklies (text 3, empirical); • Religions 2020, 11, 190; doi:10.3390/rel11040190 www.mdpi.com/journal/religions Religions 2020, 11, 190 2 of 20 The analysis of the marketing aspect of using Instagram (IG) and YouTube (YT) by the selected • weeklies (text 4, empirical); The summary of the research in the form of a comparative analysis, estimating the scale of the • social media use by Catholic weeklies and developing recommendations for professionalising the activities undertaken (text 5, empirical). It should be noted that the following stages of the project are: (1) an analysis of the social media marketing activity of Catholic radio stations, TV channels and Internet websites, and (2) a similar study of media dedicated to other religions (the Orthodox Church, Protestant churches, Islam and Judaism). As indicated, this text initiates the entire cycle: therefore, it fulfils two overarching research goals. Firstly, it sets the theoretical foundation for further research on the marketing use of social media by Polish Catholic weeklies. Secondly, it presents the idea of the entire research project, along with its detailed research questions and methodological approach. Taking the first aspect into consideration, this article carries out a literature review regarding the close relations between religion, Catholic media and social media. The authors undertook an analysis of the subsequent thematic topics, ranging from general issues (such as the mediatization of religion and also religious marketing), to more specific (the concept and definition of Catholic media in Poland, the description of the Polish Catholic weeklies including their online incarnations), to the analysis of the theoretical approach to the use of social media by the traditional media (conducted from a marketing perspective). Taking the second aspect into consideration, this article also indicates the research framework for the entire project, presenting its objectives, questions and research methods. The authors decided that a detailed description of the project was necessary because it would facilitate further work on the articles 2, 3, 4 (that is, in their methodological parts the authors focused only on issues related to a given research thread, not the entire project). It should be emphasized that the authors of this paper did not aim to present the results of the empirical research carried out for the project here, because these-due to the large number and richness of the threads—will be discussed in the separate papers, devoted to each analysed social media platform. It is also worth mentioning that the literature review was a research method implemented for this article, as its main research thesis was that in the field of literature on the subject (i.e., regarding the marketing use of social media by the Catholic media) there are significant academic gaps that need to be closed. The latter approach is close to the one of Günther and Domahidi(2017, p. 3051) who analysed a “metaknowledge” phenomenon (based on Evans & Foster approach from 2011) as gaining “knowledge about knowledge to be able to identify the process of scientific production and to define academic gaps as well as future directions for research”. 2. State of the Art. Media and Religion: Interdisciplinary Research Perspectives According to Hoover(2011, p. 613), “[ ::: ]media and religion are no longer separate ‘spheres’; rather that they are evolving in a kind of dialectic relationship, and that it is not possible to understand either fully without reference to the other”. Religion and media are converging and also academic research over media and religion are converging (Hoover 1997, 2002, p. 28). The academic study of the relationship between religion and the media is multi-faceted and multidisciplinary, due to the complexity of both phenomena. Religion and religious institutions may be of interest to sociology, political studies, management studies, culture studies, legal studies, etc. Each of these academic fields of study captures the reality of religion in its own way. The same is true of the media, which can be of interest to e.g., sociologists, educators, linguists, philosophers or theologians (not only media scientists). The research topic undertaken here is of an innovative nature, as it focuses on the marketing context rather than on the historical, opinion-forming and evangelising aspect. Nevertheless, the analysis of the results of the research conducted for the purposes of this cycle would be impossible without the media being viewed from a Catholic theological perspective. As part of the research project, the profiles of the Catholic media were analysed: therefore, the authors wished to verify whether Religions 2020, 11, 190 3 of 20 particular editorial boards take the theological perspective into account there, or whether they focus mainly on the marketing aspect. The analysis of the state of scientific research revealed a huge number of scientific studies devoted to the relationship between the Church and the media, yet with a great prevalence of a theological perspective and written from a pastoral point of view. There should be no surprise in this regard, as the Catholic Church gives priority to theological thought, concerning the sources and foundations of its identity, but also due to the specificity of its sources and scientific and conceptual apparatus, going beyond the paradigm of other fields of science (Adamski 2013, p. 45). Theology deals with God and/or other matters in their relationship to God, hence it may consider various issues, but always sub ratione Dei (Seweryniak 2010, p. 18). Therefore, the media in Catholic theological reflection are exploited and reduced to being tools of evangelisation, which in Paul VI’s apostolic exhortation Evangelii nuntiandi (1975) is defined as “bringing the Good News into all the strata of humanity, and through its influence transforming humanity from within and making it new” (EN 18). Moreover, ‘the new evangelization’ (a term coined by John Paul II) does not mean re-evangelisation, but the same evangelisation, carried out “with new zeal, new methods and new means of expression” (Lewek 1994; Parzyszek 2010, pp. 135–51). The teachings of the popes after the Second Vatican Council are full of encouragement to use the media and the new media as tools of the new evangelisation, but also appeal to treat
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