E sobre esta rede edificarei a minha igreja: as processualidades midiatizadas na produção de conteúdo dos pregadores de internet enquanto influenciadores digitais da fé

Abstract

With the sociotechnological changes in society, the religious field was constituted in the media as an ambience of new forms and bonds of religiosity. And its process of mediatization has acquired prominence, not only by the instrumental use of media devices, but by making these new forms of religious bonds phenomena that occupy the center of interest of researchers in the area of media and religion. Reiterating Braga's (2008) expression, it is "necessary to unravel the communicational" of the researched phenomena. And this was our attempt when we delved into the methodological operationalization of the mediatization of religion, opening other possible paths based on those already built by researchers in the area. Knowing that media processes are not simple results of technological mediation of religious practices, on the contrary, it is from the media environment, through its mediatized processualities, that new practices and new productions of religious meaning are being formed. By deepening the look at and in the phenomenon of media and mediatized preaching, so as not to fall into the superficiality of nomenclatures, among them "internet", we stress the use of the expressions "internet preachers x internet preachers", constituting a new category on the rise in the evangelical preaching market in Brazil (Cortes, 2014). The general objective of the research was to analyze the mediatized processualities of internet preachers Deive Leonardo and Pastor Antônio Júnior, from the production of content on the YouTube platform, in order to understand how the mediatization of religion enables an escalation of professionalization in the instance of the evangelical preaching market to the digital influence of faith. We came to the conclusion that the production and professionalization of evangelical content, based on YouTube, institutes a new category in the evangelical preaching market, specifically mediatized, with low religious institutional interference, displaced from the process of Christian evangelization organized by religious institutions and dissociated from what we understand when we hear the expression "preacher who uses the internet to preach". We believe that the most important contribution in our research is in the identification of the 4th modality of religious work with a focus on the evangelical preaching market and in the deepening of the categories of preachers on the internet and preachers on the internet, identifying approximations and distances between them.