O universo dos mitos e o discurso messiânico-midático iurdiano

Abstract

The present work investigate the implications and marketing possibilities of the messianic media-mythological discourse of the Universal Church of the Kingdom of God present in the works of Edir Macedo engaged in the social construction of images that lead to institutional and theological standards to legitimize itself socially within Brazilian society. To analyze the device of moral control to propose a new look at the theology of prosperity, this work adopts the theory of Gilbert Durand, for his concepts and reflections on the theory of the imaginary, symbols, and myths, the theory of Michel de Pêcheux who built a method of automatic discourse analysis based on linguistics, and that of Michel Foucault, to analyze the microphysical subject in its relations, socio-historically, understanding the social movements of power relations, to make a theoretical confluence between discourse theory, and the Anthropology of the Imaginary, of Durand. These theories of these three authors help in the accomplishment of the historical rescue of the Universal Church of the Kingdom of God for the understanding of the phenomenon. As well as the Universal Church's appropriation of symbols and rites from both the Jewish and Catholic religions. This is necessary for the understanding of the form of communication and persuasion of its believers, symbologies, and narratives used.