The focus of this research essay is on the emergence, development and public appeal of Pentecostalism in Brazil. First of all, the history of the Pentecostal churches in Brazil and their expansion within the last several decades will be examined. Thereby attention will be drawn to the wider social and global circumstances that enabled the religious change in Brazil.
In a second step the increase of differing types of Pentecostal churches will be assessed. By comparing it to having a deregulated market situation it will be exemplified how various products, in this case types of churches, are fighting for consumers and account for niche marketing in a situation of religious competition.
Finally, the circumstances of the Brazilians that are mainly attending Pentecostal churches will be illustrated with focusing on the benefits and appeals of committing to Pentecostalism. By applying aspects of the rational choice theory it will be examined why people and levels of society are drawn to specific churches in opposition to others. In particular, attention will be given to the attractiveness of the Universal Church of the Kingdom of God to a particular group of society thereby stressing the demand side of the relationship.
Table of Contents
1. Introduction
2. Emergence and Historical Development of Pentecostalism in Brazil
2.1 The Three Waves of Institutional Creation
2.2 The Initial Reception and Societal Context
3. Pentecostalism in the Religious Marketplace
3.1 Approaches to Organizational Economics and Marketing
3.2 The Role of Clergy and Marketing Strategies
4. The Universal Church of the Kingdom of God and Spiritual Warfare
4.1 Rituals and the Staging of Power
4.2 Addressing Immediate Needs through Health and Prosperity
5. Social Impacts and Personal Transformation
Research Objectives and Themes
This research essay investigates the rapid expansion, public appeal, and organizational dynamics of Pentecostalism within the Brazilian religious landscape. By applying concepts from rational choice theory and market competition models, the paper explores why Pentecostal movements, particularly neo-Pentecostal churches, have successfully navigated the socio-economic challenges of Brazil to attract significant portions of the population.
- Historical evolution of Pentecostalism across three distinct waves in Brazil.
- Application of the religious market competition model to explain church growth.
- The role of media, marketing, and the "prosperity gospel" in attracting congregants.
- Spiritual warfare and the ritual of exorcism as tools for institutional authority.
- Impact of Pentecostal conversion on the social and domestic lives of members.
Excerpt from the Book
The Role of the Clergy in Pentecostal Marketing
The clergy itself plays an important part in the attractiveness of the churches to the public. The Catholic Church with its priests has only limited appeal to the people of the lower classes since "years of seminary training places priests among the educational elite of Latin America...they have acquired considerable sacred and secular knowledge through higher education and no longer speak the language of the unlettered pueblo" (Chesnut 2003, 57) Conversely the priests of the Pentecostal churches usually come from the same social class and "naturally develop and market products that reflect the spiritual and material needs and preferences of the Latin American popular class" (Chesnut 2003, 43). In addition, the public does not only have difficulties relating to the Catholic pastors but the pastors are given little motivation to attract new members. This is due to the fact that in the historical Catholic church in which "the state pays the clergy’s salaries, the clergy have little incentive to mobilize popular support" (Finke 1997, 51). In a majority of the Brazilian Pentecostal churches on the other hand, and "even in many large churches, the local pastor's salary depends on the tithes and offerings of the members" (Chesnut 2003, 58). Regarding the state of competition this means that the churches have to try to "elevate membership commitment to a level that generates adequate resources of time and money" (Finke 1997, 51).
Summary of Chapters
1. Introduction: Outlines the research focus on the emergence and expansion of Pentecostalism in Brazil while setting the theoretical foundation for the study.
2. Emergence and Historical Development of Pentecostalism in Brazil: Examines the three historical "waves" of institutional growth and the societal conditions that facilitated the movement's acceptance.
3. Pentecostalism in the Religious Marketplace: Analyzes the movement through the lens of supply-side sociology, focusing on how churches compete for adherents in a deregulated environment.
4. The Universal Church of the Kingdom of God and Spiritual Warfare: Investigates specific organizational strategies, such as exorcism and media use, utilized by the Universal Church to secure market share.
5. Social Impacts and Personal Transformation: Discusses how conversion influences the daily lives, health, and domestic relationships of adherents, particularly among women and the poor.
Keywords
Pentecostalism, Brazil, Religious Market, Rational Choice Theory, Neo-Pentecostalism, Universal Church of the Kingdom of God, Spiritual Warfare, Prosperity Gospel, Exorcism, Religious Competition, Social Transformation, Popular Religion.
Frequently Asked Questions
What is the central focus of this research essay?
The essay focuses on the historical development and rapid growth of Pentecostal churches in Brazil, analyzing their success in attracting diverse populations through unique organizational and marketing strategies.
What are the primary themes discussed?
The core themes include the competitive religious landscape of Brazil, the "three waves" of Pentecostal institutionalization, the role of prosperity theology, and the impact of these religious movements on personal social conditions.
What is the primary objective of this work?
The objective is to understand the mechanisms—economic, liturgical, and social—that have enabled Pentecostalism to become a dominant, fast-growing force in Brazilian society.
Which scientific methodology is applied?
The study utilizes a sociological approach, specifically employing rational choice theory and a religious market competition model to analyze how churches function as suppliers of spiritual goods to consumers.
What content is covered in the main body?
The body covers the historical phases of growth, the transition of churches into competitive organizations, the specific practices of the Universal Church of the Kingdom of God, and the societal implications of conversion.
Which keywords best characterize the work?
Key terms include Pentecostalism, Brazil, religious marketplace, spiritual warfare, prosperity gospel, and social transformation.
How does the author define the "three waves" of Pentecostalism?
The author uses the "waves" concept to distinguish between the historical beginnings (1910s), the growth of newer denominations in the 1950s/60s, and the rise of neo-Pentecostalism, noting that each wave reflects the specific mark of the era in which it was born.
What role does exorcism play in the Universal Church of the Kingdom of God?
Exorcism is utilized as a form of "spiritual warfare" and a marketing tool that provides a visible, theatrical proof of the church's power, effectively addressing the congregants' immediate demands for health and relief from distress.
Why is the clergy's background significant to the success of Pentecostalism?
Unlike traditional Catholic priests who often come from an educational elite, Pentecostal pastors frequently emerge from the same social classes as their followers, allowing them to better understand and market to the needs of the popular classes.
- Citation du texte
- Johanna Niehues (Auteur), 2005, Pentecostalism in Brazil, Munich, GRIN Verlag, https://www.grin.com/document/144439
