Prethodno priopćenje
https://doi.org/10.22522/cmr20200156
Cardinal Stepinac as an Element in Shaping the Image of the National Brand of Croatia
Davor Trbušić
; Fakultet hrvatskih studija, Zagreb, Hrvatska
Stipan Rimac
; Fabular branding agency, Zagreb, Hrvatska
Sažetak
The national identity of Croatia is inseparable from the Christian and Catholic identity, which has grown together with the Croatian people throughout its 14 centuries of history. Croatia owes a great debt to many spiritual giants for their work and life, thus remaining remembered in the collective memory of the Croatian people. One of them is certainly Alojzije Stepinac, Archbishop and Cardinal of Zagreb. Since the valorisation of Cardinal Stepinac's character and work, even fifty-nine years after his death, does not stop causing great interest in the Croatian public space, the following problematic question arises: Is Cardinal Stepinac perceived as a positive or negative element of the national brand of Croatia? Therefore, this paper, centred on the study of the student population's perceptions of Cardinal Stepinac, analyses the image enjoyed by the church dignitary among the respondents. The paper also deals with the question of whether the Church in Croatia, as a certain brand, should invest greater efforts in the future in communicating its sub-brands, which are woven into the construction of the Croatian national identity. The key results of the research showed that the majority of respondents perceive Cardinal Stepinac as a positive historical figure who contributes to the positive perception of the national brand of Croatia. Furthermore, the participants of the research are mostly informed about Cardinal Stepinac through traditional media, while on the other hand, they assessed the efforts of the Church in Croatia in communicating its brands to the public as insufficient.
Ključne riječi
Hrčak ID:
238221
URI
Datum izdavanja:
25.5.2020.
Posjeta: 1.127 *