Evangelization, media and marketing: provocation to debate

• Main Author: Afonso Tadeu Murad
• Format: Article
• Language: English
• Published: Pontifícia Universidade Católica de Minas Gerais 2014-06-01
• Series: Horizonte
• Subjects: Igreja católica; mídia; marketing religioso; evangelização.
• Online Access: http://periodicos.pucminas.br/index.php/horizonte/article/view/7381

<p><span lang="EN-US">This article develops a reflection on the relationship between evangelization, media and marketing, especially in Catholic circles. In the first part, we present the six dimensions of Christian religious experience that are part of evangelization: mystical, ritual, ethics, Cognitive (intellectual), communal and missionary. The article also shows that these dimensions come in different concentration on multiple agents acting in religious media. In the second part, serving up the contribution of science of media and marketing, the article outlines the basic concepts of Media, market and marketing, revealing the relationship of autonomy and interdependence between them. Finally, the text reflects on the possibilities and risks of evangelization in the mainstream media as well as social media. It denounces the misconceptions of "media Catholicism," the reduction of evangelization to the sale of a religious product and a brand. It justifies the use of the media to spread the gospel, founded on values and on dialogue with the great human questions.</span></p>