Uses of the “Smart Faith”: The IURD’s entrepreneurial hermeneutics

Authors

  • Julia Salgado Universidade Federal do Rio de Janeiro | Escola de Comunicação
  • Leandro De Paula Santos Universidade Federal da Bahia | Instituto de Humanidades, Artes e Ciências http://orcid.org/0000-0003-1373-8007

DOI:

https://doi.org/10.18568/cmc.v15i43.1613

Keywords:

Entrepreneurship, Neo-Pentecostalism, Neoliberalism, Prosperity Gospel

Abstract

This paper discusses the praise of the entrepreneurial subjectivity among the Brazilian Neo-Pentecostal movement, and analyzes how the Igreja Universal do Reino de Deus (IURD) construes certain biblical narratives. We deal with the transformation of the concept of "entrepreneur" and the context of its current massive diffusion, by arguing that one of the key tasks of the neoliberal rationality has been to shift the idea of the subject-worker towards the notion of the enterprising self. This outlook may be connected to the Prosperity Gospel’s dynamics in Brazil, such as the progressive constitution of the entrepreneurial subjectivity inspired by the Bible.

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Author Biographies

Julia Salgado, Universidade Federal do Rio de Janeiro | Escola de Comunicação

Master’s and PhD in Communication and Culture at the Post- -Graduate Program in Communication at Universidade Federal do Rio de Janeiro (UFRJ), where she currently performs her post-doctorate with the aid of Faperj.

Leandro De Paula Santos, Universidade Federal da Bahia | Instituto de Humanidades, Artes e Ciências

PhD in Communication and Culture at UFRJ and professor at the Humanities, Arts and Sciences Institute at Universidade Federal da Bahia.

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Published

2018-08-27

How to Cite

Salgado, J., & De Paula Santos, L. (2018). Uses of the “Smart Faith”: The IURD’s entrepreneurial hermeneutics. Comunicação Mídia E Consumo, 15(43), 346–365. https://doi.org/10.18568/cmc.v15i43.1613

Issue

Vol. 15 No. 43 (2018): MAIO/AGOSTO

Section

Artigos

License

Authors retain the copyright and grant the journal the right to first publication, with the work simultaneously licensed under the Creative Commons Attribution License that allows the work sharing with acknowledgment of authorship and initial publication in this magazine.