Promotional Communication and Campus Ministries: Branding Religion in the Digital Age
Bibliographic record
Abstract
The contemporary media environment is dominated by promotional culture, a force which has captured not only commercial brands, but non-profit ones too. This thesis examines how four Christian campus ministries in Canada (Power to Change -Students, Inter-Varsity Christian Fellowship, The Navigators, and Catholic Christian Outreach) use Facebook to market their 'brands', recruit potential adherents and mobilize supporters to the Gospel. Drawing on the work of The study finds that campus ministries use some dialogic principles in their posts and interactions with users online, meeting certain prerequisites for dialogic communication. Yet it also shows that dissemination can be valuable for organizations that need to connect with audiences and compete with established brands in what is increasingly an ad-saturated mediascape. The study contributes to a broad range of scholarship, including literature on promotional culture, media and religion, non-profit communication, and social media.
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How this classification was reachedexpand
Full frame distilled prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. Learned from the 10,348 direct Codex labels and 10,348 direct Gemma labels. Candidate is the union of thresholded teacher heads; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels or direct frontier model labels.
Codex and Gemma teacher scores by category
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.000 | 0.000 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.000 | 0.000 |
| Science and technology studies | 0.001 | 0.000 |
| Scholarly communication | 0.003 | 0.001 |
| Open science | 0.001 | 0.000 |
| Research integrity | 0.000 | 0.000 |
| Insufficient payload (model declined to judge) | 0.000 | 0.000 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one teacher head, not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".