Mídia e religião : um estudo de caso sobre o uso do Facebook pelo bispo Edir Macedo.

Abstract

This dissertation aims to broaden the reflection on the relationship media and religion through the case study involving the use of Facebook by Bishop Edir Macedo. It seeks to analyze the strategies used by him in the gathering and maintenance of the faithful in his institution, the Universal Church of the Kingdom of God. For this, we chose a research that gathers quantitative and qualitative data also known as mixed methodology. As a clipping, posts from January 1, 2020 through January 11, 2020 are reviewed on their official Facebook page. Before developing the case study itself, it is treated about the neo-Pentecostal movement from which the UCKG emerges; it addresses the relationship of the Universal Church of the Kingdom of God with the history of Christian religions in Brazil, as well as its association with a media empire including Rede Record. The media is approached from the perspective of the culture of convergence and practices with the media in society, mainly through the social network Facebook. It is hoped that at the end of this work we will be able to better understand how religious leaders appropriate the media to achieve their goals and how consumers of religion in the media receive and respond to the calls of these leaders.