Personal Branding of Jesus-Portrayed in The Movies 1987-2014: Applying Meaning Theory of Media Portrayal


A phenomenal figure throughout the centuries, a hero for Christians and the savior for believers 'JESUS- is the name that is the center of this research. More than twenty movies since 1897 until 2014 'in fact the newest of Ewan McGregor's has been featured on Sundance film festival 2015- have been portraying the life, the death and the resurrection of Jesus. By definition, branding is all about creating differences. Derived from marketing and communication science, personal brand is about specific characteristics, unique quality, name and symbol that each person has and that conveys meaning to others. This paper explores the personal branding of Jesus 'how He is different from other persons, if not other religious leaders. How He is unique depicted from these movies. What are His unique selling propositions which inspire mankind? And what are His brand promise? It argues whether the movies shown throughout different times and languages manage to portray true meaning (image and USP) based on the Bible. Movies as media portrayal can establish, extend, substitute and stabilize the meaning, but at the same time it can reduce the meaning of the name Jesus.

Author Information
Carly Stiana Scheffer Sumampouw, Universitas Pelita Harapan, Indonesia

Paper Information
Conference: ACAH2016
Stream: Humanities - Media, Film Studies, Theatre, Communication

This paper is part of the ACAH2016 Conference Proceedings (View)
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Posted by James Alexander Gordon