Religious branded content: entertainment, media and brands in the Igreja Universal do Reino de Deus advertising practices

Authors

  • Karla Regina Macena P. Patriota Bronsztein UFPE
  • Rogério Luiz Covaleski UFPE

Keywords:

religião, comunicação por conteúdo, entretenimento, marca

Abstract

Public messages spread by the Universal Church of the Kingdom of God aim to create a public image of an entertaining religion. This article refers to this religious phenomenon focusing on the way the Universal Church of the Kingdom of God challenges the idea of a “lost religion” by presenting itself as an “all-embracing religion”. The latter is highly emotional and affective and intensely expressed in the individual private sphere without reference to the Church officials doctrine or institutions.

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Author Biographies

Karla Regina Macena P. Patriota Bronsztein, UFPE

Doutora em Sociologia e mestreem Comunicação pela UFPE. Professora no Departamento de Comuni­cação e doPrograma de Pós-graduação em Comunicação da Universidade Federal de Pernambuco- UFPE

Rogério Luiz Covaleski, UFPE

Doutor em Comunicação e Semiótica pela PUC-SP, Professor no Departamento de Comunicação e do Programa de Pós-graduação em Comunicação da Universidade Federal de Pernambuco - UFPE

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Published

2012-12-31

How to Cite

Bronsztein, K. R. M. P. P., & Covaleski, R. L. (2012). Religious branded content: entertainment, media and brands in the Igreja Universal do Reino de Deus advertising practices. REVER: Journal for the Study of Religion, 12(2), 81–99. Retrieved from https://revistas.pucsp.br/index.php/rever/article/view/14566

Issue

Vol. 12 No. 2 (2012): Marketing Religioso

Section

Seção Temática

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