Culto pop e plataformas digitais como estratégias de marketing das igrejas pós-modernas: estudo de caso da Comunidade Cristã Videira

Abstract

It is essential to study new social behaviors in their various expressions, including religiosity. Church and worship formats have changed over the decades, but it is always present in Brazilian culture. With this understanding, this work was developed to promote a better understanding of the behavioral transformation of churches and their cults in relation to the use of marketing, as well as the postmodernist influence and consumerist thinking in this process. Thus, a timeline was drawn in the development of Protestantism in Brazil, from the Protestant Reformation to the postmodern churches, and the marketing strategies used at each stage were analyzed. The elements of the cult were also observed in comparison between the Reformed cult and the pop cult, describing and discussing their aims and audience. For a better understanding of what was put theoretically, we used the Case Study method for analysis of the Comunidade Cristã Videira Natal – Capim Macio. The data collected provided information for analysis of the whole phenomenon of postmodern churches and pop worship. It was noted that the influence of postmodern thinking in the churches brought the use of marketing strategies 3.0 and 4.0 as a solution to attract this new generation, discarding the Protestant Reformation tradition and the sufficiency of biblical guidelines for the organization of worship elements. and the church itself. You are now offered a wellness experience and no longer individual transformation. We conclude that they are institutions aimed at pleasing and attracting their target audience with characteristics far removed from Scripture teaching, following the principles of marketing to the base of such communities.