Pastor Silas Malafaia and the strategic use of digital media: the new religious pulpit in everyday media

Authors

  • Larissa de Oliveira Cesar Universidade Federal Fluminense, Programa de Pós-Graduação em Mídia e Cotidiano, Laboratório de Investigação em Comunicação Comunitária e Publicidade Social. Niterói, RJ
  • Patrícia Gonçalves Saldanha Universidade Federal Fluminense, Programa de Pós-Graduação em Mídia e Cotidiano, Laboratório de Investigação em Comunicação Comunitária e Publicidade Social. Niterói, RJ http://orcid.org/0000-0002-7041-129X

DOI:

https://doi.org/10.29397/reciis.v13i1.1564

Keywords:

Opinion former, Mediatization, Digital influencer, Gender, Twitter, Digital media, Religion.

Abstract

In order to understand the tension between concepts of opinion former from its formulation to the notion of someone who has digital influence in contemporary times, we work on the assumption that the mediatization traverses our everyday life and can therefore affect its structuring mediations, crossing thoughts and social consumption, placing emphasis on religion. The study on which this paper is based was divided into two stages: at first it was developed a theoretical work, using as methodology the literature review taking the axis of Lazarsfeld and Sodré, followed by a documentary research. The second part consisted in carrying out a qualitative analysis of Pastor Silas Malafaia’s Twitter helped by the online WordArt tool, in order to understand his opinion former role in digital media with regard to gender issues. The end result shows that Malafaia has influenced his public in retransmitting and re-signifying contents of gender issues as ‘gender ideology’ by means of digital media.

Author Biographies

Larissa de Oliveira Cesar, Universidade Federal Fluminense, Programa de Pós-Graduação em Mídia e Cotidiano, Laboratório de Investigação em Comunicação Comunitária e Publicidade Social. Niterói, RJ

Mestranda em Mídia e Cotidiano pela Universidade Federal Fluminense.

Patrícia Gonçalves Saldanha, Universidade Federal Fluminense, Programa de Pós-Graduação em Mídia e Cotidiano, Laboratório de Investigação em Comunicação Comunitária e Publicidade Social. Niterói, RJ

Doutorado em Comunicação e Cultura pela Universidade Federal do Rio de Janeiro.

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Published

2019-03-29

How to Cite

Cesar, L. de O., & Saldanha, P. G. (2019). Pastor Silas Malafaia and the strategic use of digital media: the new religious pulpit in everyday media. Revista Eletrônica De Comunicação, Informação & Inovação Em Saúde, 13(1). https://doi.org/10.29397/reciis.v13i1.1564

Issue

Vol. 13 No. 1 (2019): Dossiê: Comunicação e riscos em saúde

Section

Original articles

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