RELIGIÃO E MARKETING PESSOAL: UMA ANÁLISE DA IMAGEM PESSOAL DOS BISPOS, PASTORES, OBREIROS E OBREIRAS DA IGREJA UNIVERSAL DO REINO DE DEUS

• Ano de defesa: 2008
• Autor(a) principal: Leite, Lílian Laurência
• Orientador(a): Campos, Leonildo Silveira
• Banca de defesa: Giacomini Filho, Gino , Souza, Sandra Duarte de
• Tipo de documento: Dissertação
• Tipo de acesso: Acesso aberto
• Idioma: por
• Instituição de defesa: Universidade Metodista de São Paulo
• Programa de Pós-Graduação: PÓS GRADUAÇÃO EM CIÊNCIAS DA RELIGIÃO
• Departamento: 1. Ciências Sociais e Religião 2. Literatura e Religião no Mundo Bíblico 3. Práxis Religiosa e Socie
• País: BR
• Palavras-chave em Português: Religião; Marketing Pessoal; Secularização; Imagem; Liderança; Interação; Corpo; Igreja Universal do Reino de Deus
• Palavras-chave em Inglês: Religion; Personal Marketing; Secularization; Image; Leadership; Interaction; Body; Universal Church of the Kingdom of God
• Área do conhecimento CNPq: CNPQ::CIENCIAS HUMANAS
• Link de acesso: http://tede.metodista.br/jspui/handle/tede/477

This thesis analyses the way used by the Universal Church of the Kingdom of God (Igreja Universal do Reino de Deus IURD) to set the image of its bishops, pastors and workers, that s to say, the personal marketing (MP). Religious agents, through this mean, improve their symbolic interaction among leaders and members, and attract people to the sanctuaries. Aiming the communication of its speeches of prosperity, the IURD uses several procedures related to the techniques of personal marketing and sophistication of the visual appearance of its leaders. That is one of the reasons why this church has been chosen as focal point of our research. We believe that the IURD uses the sophisticated visual appearance of its leaders as a way of gathering people. It was possible to realize that MP is an important tool for the consolidation and expansion of this institution in the religious market. The kind of personal image highlighted here comes out from the imagination of the principal leader of the church, Bishop Edir Bezerra Macedo. Through this image, leaders are marked, or stigmatized, with an aesthetic profile of success. As methodology to the investigation we used the following: analysis of the marketing of bishops, pastors and workers, as it is presented on the Folha Universal; analysis of several programs transmitted on TV Record, which we recorded to facilitate the research; and the participation, as observer, in several worship services celebrated in different congregations. We could verify the interfaces of a good image produced throughout corporal techniques, clothes and accessories. Due to this sort of image, leaders play successfully their performances, either on television or in the sanctuaries.(AU)