Os evangélicos nas mídias sociais: pluralidade de vozes

Abstract

This paper investigates the plurality of evangelical voices in digital media. To contextualize the discussion, the research explores the historical presence of evangelicals in the media, highlighting their constant interaction with new technologies. It was possible to observe that evangelicals' association with modernity has played a crucial role, encouraging them to develop strategies to attract new followers and expand their community. In this sense, an analysis of the pandemic context was essential, given the significant increase in evangelical presence on social networks, driven by the search for entertainment and gospel content in a period of uncertainty. The study was based on an analysis of bibliographies that served as theoretical pillars for understanding its scope. The research allows us to conclude that the pandemic context was crucial for evangelicals to consolidate their presence on social media, since the pandemic boosted digital spaces, and as a result, the emergence of evangelical leaders and representatives in the world of digital influencers was notorious. In this context, we set out to analyze the content produced by digital influencers and evangelical preachers, as well as the public's interactions with the topics covered. This initiative aimed to highlight the different ways in which evangelicals express themselves on social networks. To this end, we selected the Gospelmente Instagram page, Fabíola Melo's YouTube channel, and the practice of online baptism promoted by the Lírio Church, also through YouTube, as the objects of analysis. On the other hand, we examined publications by preachers such as Deive Leonardo, Tiago Brunet and Pablo Marçal. By analyzing the content and the interactions with followers, it was possible to identify striking specificities in the communication strategies used by preachers, which differ significantly from those adopted by digital influencers. Thus, we found that evangelical influencers and preachers express themselves differently on digital platforms, reflecting different ways of engaging and building religious authority in the virtual environment.