Submitted by SBI Biblioteca Digital (sbi.bibliotecadigital@puc-campinas.edu.br) on 2018-04-12T14:28:09Z No. of bitstreams: 1 SARITA DOS SANTOS CARVALHO.pdf: 1348889 bytes, checksum: a443478449236639e8deb7f1c3440409 (MD5) / Made available in DSpace on 2018-04-12T14:28:09Z (GMT). No. of bitstreams: 1 SARITA DOS SANTOS CARVALHO.pdf: 1348889 bytes, checksum: a443478449236639e8deb7f1c3440409 (MD5) Previous issue date: 2018-02-21 / The Protestant Reformation of the 16th century originally created the Lutheran, Calvinist, and Anglican churches, which later unfolded in other denominations throughout history due to differences in theological interpretations, disagreements among leaders, or even to adapt its public to new - sometimes progressive, sometimes conservative - cultural forms. The 20th century saw the birth of the Pentecostal movement, and in the 1960s and 1970s, Neopentecostal churches emerge in Brazil as the result of such unfolding. Of these, the Universal Church of the Kingdom of God (Igreja Universal do Reino de Deus - IURD) is the most prominent; it is a church based on the prosperity theology and it has expanded to several other countries, having one of the best (if not the best) evangelical media structure in recent times in Brazil. IURD has in its program several regular encounters aimed at specific audiences. One of these is the Congress for Success, which focuses on encouraging successful entrepreneurship among its followers. The object of this research are testimonials from successful businessman in IURD recorded on video by the church and made available on the internet, but also broadcast as part of their television program. Would these testimonials be only a liturgical part of the IURD?s meetings or would they be strong elements of institutional religious propaganda? To answer this question, we used the method of Linguistic Discourse Analysis based on the works of M. Foucault and E. Orlandi to analyze these testimonials, comparing their structure to persuasion techniques from propaganda and marketing pieces, as described by J. A. C. Brown. We intend to show, based on consistent theoretical and analytical basis, that the discourse of these testimonials influence their target audience and motivate them to participate in and adhere to the church. We speak of a secular church that is fluent in efficient entrepreneurial techniques and knows how to mix what some would see as profane with what is holy and which grows and influences society. Knowing the religious market, its ways, its efficiency, and its social and political goals, is essential to understand modern-day society, which is shrouded in a less social and more individualistic religiousness. / A Reforma Protestante do s?culo XVI originou as igrejas Luterana, Calvinista e Anglicana, inicialmente, que se desdobraram em outras denomina??es ao longo da hist?ria ? devido a diversidades nas interpreta??es teol?gicas, desentendimento entre l?deres ou mesmo para adequa??o de seu p?blico a novas formas culturais (?s vezes progressistas, ?s vezes conservadoras). O s?culo XX assistiu o nascimento do movimento pentecostal e, nas d?cadas de 1960 e 70, no Brasil, tamb?m como resultado de desdobramentos, surgem as igrejas neopentecostais, das quais a Igreja Universal do Reino de Deus (IURD) ? a mais evidente e conhecida ? igreja com fundamentos na teologia da prosperidade, que tem se expandido a diversos outros pa?ses e tem uma das melhores (sen?o a melhor) estrutura midi?tica evang?lica dos ?ltimos tempos no Brasil. A IURD tem, em sua programa??o, encontros diversos e regulares, elaborados a fim de atingir p?blicos espec?ficos. Dentre eles, h? o Congresso para o Sucesso, para incentivar o empreendedorismo de sucesso entre aqueles que a buscam. O objeto desta pesquisa s?o os testemunhais dos empres?rios de sucesso da IURD, produzidos em v?deo pela igreja e dispon?veis na internet, mas que fazem parte tamb?m da sua programa??o televisiva. Seriam esses testemunhais apenas parte lit?rgica do encontro da IURD ou s?o fortes elementos de propaganda institucional religiosa? A fim de responder a esta quest?o, utilizamos o m?todo da An?lise do Discurso Lingu?stico, baseado nas obras de Michel Foucault e Eni Orlandi, para analisar os testemunhais comparando sua estrutura com as t?cnicas de persuas?o da propaganda e do marketing, explicitadas por J.A.C. Brown. Pretende-se demonstrar, com bases te?ricas e anal?ticas consistentes, que o discurso presente nos testemunhos influencia o p?blico alvo, motivando sua participa??o e ades?o ? igreja. Falamos de uma igreja secularizada, que se utiliza fluentemente de t?cnicas empresariais eficientes e sabe mesclar aquilo que seria profano (para muitos) ao sagrado, e que cresce e influencia uma sociedade. Conhecer o mercado religioso, suas formas, sua efici?ncia e seus objetivos sociais e pol?ticos faz-se essencial para compreender a sociedade atual, envolta por uma religiosidade menos social, mais individualista.

Thesis (doctoral)--Würzburg, 2007. / Includes bibliographical references (p. 345-357).