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Abstract(s)
Esta dissertação aborda a evolução das estratégias de comunicação no campo religioso, especialmente no contexto das redes sociais, com foco na análise de conteúdo dos líderes religiosos e influencers digitais Deive Leonardo e Tiago Brunet no TikTok. Para o alcance do objetivo proposto, lança-se mão de uma metodologia predominantemente qualitativa, a análise de conteúdo, que constitui um campo teórico-metodológico composto por um conjunto de técnicas de análise das comunicações. Para a definição do corpus de análise, levou-se em consideração dois critérios norteadores para entender as estratégias de comunicação utilizadas na rede social TikTok, no âmbito religioso, a saber: 1. Seleção de modo intencional de dois líderes religiosos que representam o discurso da Teologia Coaching e da Teologia da Prosperidade, com grande número de seguidores, na rede social digital Tik Tok, Deive Leonardo e Tiago Brunet; 2. Definição de categorias de análise para entender a construção das estratégias de comunicação a partir dos conteúdos disponibilizados nas respetivas redes sociais. Os resultados alcançados apontam que as principais estratégias de comunicação são: opção por linguagem simples, sempre com sentido positivo; mensagens com conteúdos que suscitam interesse por parte dos seguidores, ou seja, mensagens espirituais, de inspiração e motivação, desenvolvimento pessoal, com dicas de sucesso e superação; utilização de vídeos curtos e dotados de elementos que estimulam a atenção e a emoção, como música instrumental, recursos oferecidos pela rede social TikTok. Vale ressaltar que esse tipo de mediatização nas redes sociais, potencializado pelos discursos coaching e da prosperidade, alcança cada vez mais adeptos, tendo em vista o anseio por sucesso e visibilidade.
This research explores the evolution of communication strategies in the religious field, particularly in the context of social media, focusing on the content analysis of religious leaders and digital influencers Deive Leonardo and Tiago Brunet on TikTok. To achieve the proposed objective, a predominantly qualitative methodology, content analysis, is employed. This methodological approach encompasses a set of techniques for analyzing communications. The definition of the analysis corpus considered two guiding criteria to understand communication strategies used on the TikTok social media platform in the religious context: 1. Intentional selection of two religious leaders representing the discourse of Coaching Theology and Prosperity Theology, with a large number of followers on the digital social network TikTok, namely Deive Leonardo and Tiago Brunet; 2. Definition of analysis categories to comprehend the construction of communication strategies based on the content provided on their respective social media platforms. Results indicate that the main communication strategies include: opting for simple language with a consistently positive tone; messages containing content that captivates followers, such as spiritual messages, inspiration, motivation, personal development, success tips, and overcoming challenges; using short videos with elements that stimulate attention and emotion, such as instrumental music, features offered by the TikTok social media platform. It is worth noting that this type of mediatization on social media, fueled by coaching and prosperity discourses, is attracting an increasing number of followers due to the desire for success and visibility.
This research explores the evolution of communication strategies in the religious field, particularly in the context of social media, focusing on the content analysis of religious leaders and digital influencers Deive Leonardo and Tiago Brunet on TikTok. To achieve the proposed objective, a predominantly qualitative methodology, content analysis, is employed. This methodological approach encompasses a set of techniques for analyzing communications. The definition of the analysis corpus considered two guiding criteria to understand communication strategies used on the TikTok social media platform in the religious context: 1. Intentional selection of two religious leaders representing the discourse of Coaching Theology and Prosperity Theology, with a large number of followers on the digital social network TikTok, namely Deive Leonardo and Tiago Brunet; 2. Definition of analysis categories to comprehend the construction of communication strategies based on the content provided on their respective social media platforms. Results indicate that the main communication strategies include: opting for simple language with a consistently positive tone; messages containing content that captivates followers, such as spiritual messages, inspiration, motivation, personal development, success tips, and overcoming challenges; using short videos with elements that stimulate attention and emotion, such as instrumental music, features offered by the TikTok social media platform. It is worth noting that this type of mediatization on social media, fueled by coaching and prosperity discourses, is attracting an increasing number of followers due to the desire for success and visibility.
Description
Keywords
Estratégias de comunicação TikTok Teologia Coaching Teologia da Prosperidade Líderes\r\nreligiosos Communication strategies TikTok Coaching Theology Prosperity Theology Religious leaders.