비판적 공공관계신학-기독교의 공적 신뢰도 제고를 향한 공공신학의 새 지평

Abstract

This article develops the paradigm of public relations theology as a new horizon of public theology by assimilating PR discourse into theology, with an aim to promote the public trust of Christianity in Korea, which is currently facing a daunting crisis in the public arena, primarily due to its self-seeking attitudes insensitive to public expectations. At stake is public trust, a notion which has attracted central attention in recent PR discourse, which thus could offer a helpful resource for theology in this dire situation. For nearly a century, PR discourse has matured through coping with formidable criticisms leveled against its liaison with corporations in pursuit of private interests, accompanied by a number of important paradigm shifts: from “propaganda” to “two-way communication” and to “co-creation of meaning.” The most remarkable recent development is the assimilation of a variety of criticisms within PR discourse itself, which gave rise to the discourse of critical public relations that devotes itself to the critical self-reflection of PR. With this backdrop in place, I substantiate the notion of critical reflection by integrating Jürgen Habermas’ critical theory with Niklas Luhmann’s systems theory that highlights systemic reflection vis-à-vis complex environment. The current crisis of Christianity urges theology to adopt an aggressive strategy which I call critical public relations theology over against traditional apologetic theology. Luther’s theology provides a paradigmatic case of the former, as it boldly criticized the illegitimate performances of the Roman Catholic Church from the standpoint of the public, appealing to the authority of sola scriptura, with the consequence of redeeming the public trust of authentic Christianity - this Protestant spirit is demanded again as a remedy for the current crisis of Christianity.