RELIGIOUS ADVERTISERS IN THE AGE OF MARKETING

Comparison between the Catholics Come Home and World Youth Day Rio 2013 campaigns.

Authors

  • Caio Barbosa Universidade Federal da Bahia

DOI:

https://doi.org/10.5752/P.2237-9967.2020v9n15p83-99

Abstract

This paper examines the way in which two audiovisual advertisements linked to the Catholic religion fit, or tense, the practices, concepts, and goals established in the tradition of Catholic marketing; which has been affirmed as one of the main forms of religious mediatization today. To this end, we briefly present the relationship of Catholicism with expressive formats in different historical, cultural and technological moments. Methodologically, we conducted a qualitative analysis of the content of these advertisements from the Catholic marketing category. From it it was possible to thematize the elements that make up both narratives and compare them with each other. We conclude that more than mere instrumental use of the media, the appropriation of marketing techniques and resources highlights a new stage in Catholic strategies of media evangelization in contemporary society.

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Author Biography

Caio Barbosa, Universidade Federal da Bahia

Doutorando e Mestre em Comunicação e Cultura Contemporâneas (POSCOM-UFBA). Bacharel em Comunicação Social com habilitação em Jornalismo pela Universidade Estadual do Sudoeste da Bahia (UESB). Atuou como jornalista e assessor de comunicação em jornais e empresas na Bahia e no Espírito Santo. É membro do Centro de Pesquisa em Estudos Culturais e Transformações na Comunicação (TRACC-UFBA). Os interesses de pesquisa concentram-se nos temas de: Audiovisualidades e propagandas audiovisuais; Experiência; Cultura pop, Mídia e religião; Historicidade dos processos comunicacionais; Relação entre estética e política.

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Published

2020-07-20

How to Cite

CAIO BARBOSA. RELIGIOUS ADVERTISERS IN THE AGE OF MARKETING: Comparison between the Catholics Come Home and World Youth Day Rio 2013 campaigns. Dispositiva, Belo Horizonte, v. 9, n. 15, p. 83–99, 2020. DOI: 10.5752/P.2237-9967.2020v9n15p83-99. Disponível em: https://periodicos.pucminas.br/dispositiva/article/view/21601. Acesso em: 17 apr. 2026.

Issue

Vol. 9 No. 15 (2020): Dispositiva

Section

FREE THEME ARTICLES

License

Copyright (c) 2020 Caio Barbosa Nascimento

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