A generalização do religioso

Abstract

This article synthesizes and analyzes the specialized literature in the area of Human Sciences about the relations between religion, media and consumption. The sets of bibliographic production in Brazil and Argentina overlap in some points, at the same time that they reveal independent lines of interest and investigation. We seek to understand the characteristics and interrelations between articles, organized books, academic papers and book chapters in terms of their disciplinary emphases, their operational concepts and their methodological frameworks. We present two situations in which we have been developing research on the subject, highlighting its relevance and potentialities. On one of these occasions, we analyzed the contemporary preeminence of audiovisual communication for dissemination and collective ritual practice in a field situation in Argentina. In another, we followed a clothing industry in Brazil that distanced itself from the traditional church clothing model to reach new market segments within the Pentecostal evangelical milieu.