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.

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

Issue

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

Section

Seção Temática

License

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