The proclamation of the Gospel and narrative marketing
Ryszard Hajduk
Katedra Teologii Praktycznej, Uniwersytet Warmińsko-Mazurski w Olsztynie, ul. Hozjusza 15, 11-041 OlsztynAbstract
The Church is called to proclaim the Gospel. She should do it with all the means and methods that guarantee to transmit to all people the message of salvation in Jesus Christ. In this purpose, she can use today's marketing communications, which not only emphasizes the role of the contents of the message but also highlights the style of its transfer. In order to preach the Gospel to people on the contemporary "Areopagus", the Church can put into practice the rules of narrative marketing. It refers to the human ability to redefine itself through the narrative and to establish relationships with others using stories. In the theory of the narrative marketing, stories teach the listeners to see the reality and stimulate the human imagination. They are able to suggest a particular solution in an indirective mode and they reduce the resistance against any change in the life of the communication recipients. Stories help people to anchor something in the memory for a long term. They influence the listeners when they move their emotions and allow them to make ethical decisions according to the Gospel. The narrative preaching of the good news isn’t one of the many options for the Church, but a task that grows out of the historic character of the revelation of God in Jesus Christ, his Son.
Keywords:
evangelism, marketing, preaching, homily, narrativeReferences
Ballard P., Prichard J., “Practical Theology in Action. Christian Thinking in the Service of Church and Society”, London 2006.
Barna G., “Marketing the Church. What They Never Taught You About Church Growth”, Colorado Springs 1988.
Considine J.J., “Marketing Your Church: Concepts and Strategies”, Kansas City 1995.
Dahlén M., Lange F., Smith T., “Marketing Communications. A Brand Narrative Approach”, West Sussex 2010.
Dannowski H.W., “Kompendium der Predigtlehre”, Gütersloh 1985.
Fischer H., „Gegenwärtiges Erzählen als Weltdeutung durch Glauben“, Theologie der Gegenwart 3 (1994).
Fuchs O., “Narrativität und Widerspenstigkeit. Strukturanalogien zwischen biblischen Geschichten und christlichen Handeln”, w: R. Zerfaß (red.), “Erzählter Glaube - erzählende Kirche”, Freiburg i. B., 1988.
Gersie A., King N., „Drama. Tworzenie opowieści w edukacji i terapii”, Warszawa 1999.
Hajduk R., “Posłani głosić dobrą nowinę. Podstawowy kurs homiletyczny”, Kraków 2007.
Hajduk R., „Bóg lubi opowiadania… (i słuchacze kazań też!)”, Revertimini ad fontes 1 (1994).
Hajduk R., „Leczyć rany serc złamanych. Przyczynek do kaznodziejstwa terapeutycznego”, Kraków 1996.
Hajduk R., „Mit Jesus auf dem Weg in die Praxis der Gottesherrschaft. Evangelium, kommunikatives Handeln und Moralverkündigung“, Studia Moralia 1 (1998).
Hilker C., „Kunden gewinnen und binden. Mehr verkaufen durch innovatives Marketing“, Karlsruhe 2009.
Hinson E.G., “The Evangelization of the Roman Empire. Identity and Adaptability”, Macon 1981.
Hitz P., “L’annonce missionnaire de l’Évangile”, Paris 1954.
Hook D., “Effective Preaching. How to Prepare Good Homilies Today”, Newtown 1991.
Knigge H.-D., “Erzählend predigen?”, w: H. Nitschke (red.), “Erzählende Predigten”, Gütersloh 1977.
Lütz M., „Gott. Eine kleine Geschichte des Größten“, München 2009.
Maldonado L., “La homilía. Predicación. Liturgia. Comunidad”, Madrid 1993.
Mandelbaum J., “How to >>Do Things<< with Narrative. A Communication Perspective on Narrative Skill”, w: J.O. Greene, B.R. Burleson (red.), “Handbook of Communication and Social Interaction Skills”, Mahwah 2003.
McBride D., “The Parables of Jesus”, Leeds 1999.
Metz J.B., “Petite apologie du récit”, Concilium 5 (1973).
Michalke-Leicht W., Sajak C.P., „Bitte nüchtern bleiben. Ein Plädoyer gegen die Überforderung des Religionsunterrichts“, Herder-Korrespondenz 11 (2010).
Mistewicz E., „Marketing narracyjny. Jak budować historie, które sprzedają”, Gliwice 2011.
Porter Abbott H., “The Cambridge Introduction to Narrative”, Cambridge 2008.
Pratkanis A., Aronson E., “Wiek propagandy. Używanie i nadużywanie perswazji na co dzień”, Warszawa 2003.
Ratzinger J. (Benedykt XVI), „Jezus z Nazaretu”, Kraków 2007.
Ratzinger J., “Comunicazione e cultura: nuovi percorsi per l’evangelizzazione nel Terzo Millennio”, Nuova Umanità 1 (2003).
Ratzinger J., “Dogma e predicazione”, Brescia 1974.
Rueter A.C., “Making Good Preaching Better”, Collegeville 1997.
Twomey D.V., “The End of Irish Catholicism?”, Dublin 2003.
Uranga W., “Comunicación, Iglesia y sociedad. Visión socio-eclesiológica de la comunicación”, w: G. Ravasi, J. McDonnell, W. Uranga (red.), “Evangelización y Comunicación”, Caracas 1994.
Wachinger L., „>>Der Mensch ist ein Geschichtenerzähler<< (S. Minouchin). Zur therapeutischen Funktion des Erzählens“, w: R. Zerfaß (red.), “Erzählter Glaube - erzählende Kirche”, Freiburg i. B., 1988.
Weinrich H., “Théologie narrative”, Concilium 5 (1973).
Katedra Teologii Praktycznej, Uniwersytet Warmińsko-Mazurski w Olsztynie, ul. Hozjusza 15, 11-041 Olsztyn
