A Midiatização da Umbanda: uma análise sobre a religião nos conteúdos audiovisuais mais consumidos digitalmente

Abstract

Religious organizations’ communication and also of their faithful have accompanied social, symbolical and technological transformations. Besides that, social media communication and the emphasis of non-proselytism content are reality in religious segment. Based on that, the aim’s article is to analyze how the institutionalization of communication has transformed the umbanda practices, especially in digital environment. Thus, the study is based on multiple cases in digital platforms supported by a content analysis. As a result, religious media and musical language are the main categories that have been raised, while the consumer and competitive orientation are observed as an effort for umbanda practitioners themselves.