A FELICIDADE COMO PRODUTO DO MARKETING RELIGIOSO NO MERCADO DE BENS SIMBÓLICOS: Um estudo sobre o modelo comunicacional da Igreja Universal do Reino de Deus (IURD)

Resumo (EN)

The thematic of this thesis is about the ideal of happiness which in the capitalist society of consumption is reified, monetized, and transformed in a product of mediatic and religious marketing. The objective has been the investigation of the positioning of the religious agencies, more specifically of the Universal Church of the Kigdom of God (IURD), with relation to the commercialization of products and services oriented to the market of symbolic goods, through strategies offering happiness, sublimated in tangible and intangible products and services, highly valuated in the phase of immaterial capital. It has been considered as corpus of the research twelve videos of greater relevance collected from the blog of Renato Cardoso, bishop of IURD, in the period of January 2018 to June 2020. The methodology of analysis has been the Content Analysis, proposed by Laurence Bardin. The theoretic reference that has based the discussion has relied on the ideas of Zygmunt Bauman and his concept of liquid modernity in which he postulates that in the liquid consumption, the consumer becomes merchandise. The studies of Gilles Lipovetsky have also contributed aggregating the concept of hyperconsumption and the fetichized happiness. In the path of a theory of communication in net, he has integrated the concept of mediatic bios proposed by Muniz Sodré. The research also presents the studies about the imperative of happiness and its monetization, described by João Freire Filho and about the high investments employed to reach a happy life, and his thoughts about the influences of the media in the promotion of the human capital. Leonildo Campos has offered a contribution about the dynamics of the Universal Church of the Kingdom of God inserted in the logics of a neopentecostal enterprise, marked by a structured organization, through a big investment in marketing and an aggressive communication strategy, which promotes religious products in the market of symbolic goods. The results indicate that in the heart of mediatized liquid society, IURD – neopentecostal agency that bets in the religious marketing as a business model – appropriates itself from the ideal of happiness and it converts in monetized merchandise enlarging its portfolio of symbolic goods