Entre o convencer e o admirar: estratégias discursivas da Igreja Universal na Programação IURD e na campanha Eu Sou A Universal

Abstract

This paper introduces a comparative examination of two media products, which have been delivered by the Universal Church of the Kingdom of God (UCKG): An advertising piece for the "I am Universal"campaign, available on the internet and a believer’s testimony, which has been publicized in one of the shows the UCKG programming is comprised of (set of shows exhibited by the church during the  early hours), broadcast in the Brazilian State of Minas Gerais. Both objects of study share the history of Claudio Soares, this ex-homeless man who has become a well-succeeded entrepreneur. Making use of the Franco-Brazilian Discourse Analysis of Eni Orlandi and Michel Pecheux as our theoretical referential, additionally to elements from the Aristotelian Rhetoric, we aimed at identifying the various discursive strategies that the UCKG deploys, based on these two enunciating contexts. Given these points, it has been observed that such strategies differ, according to the specific objectives of each product and the audience for which they are intended.