“Marketing de Guerra Santa”: da oferta e atendimento de demandas religiosas à conquista de fiéis-consumidores (Holy War’s Marketing: supply and meeting of religious demands to the conquest of the faithful-consumers)

Abstract

This article presents some notes on Jesus´ marketing, strategic planning of management of religious market applied by some of contemporary Christian churches. For this purpose, the reflections from participant observation and literature on the subject are validated. Some of the ways these churches mediate themselves and are part of a context of spectacle and commoditization are also pointed out. The religious market has adequate to the symbolic capital and to the cultural framework of the participants of the churches. Because of that it is possible to identify the ideological and economic investment in the manufacturing and delivery of their strategies, discourses and products. This article aims to highlight some of the ways in which neo-Pentecostal churches convey the goods they produce and the speeches that reflect them, relating them to a mass culture and a society of the spectacle. Finally, the article wants to encourage the debate on the ways these churches apply the marketing of Jesus in order to co-opt their members and flatten their units