The marketing of the faith and the faith in the marketing: the competitiveness among the evangelical ones

The ownership and the use of marketing strategies by certain religious groups can be observed from by continuing disputes of space. These groups count with communication on mass media, and also with the capillarity of its network through numerous temples. In this context, there is a new version of the economic concept of "added value" to the discourse of "do-worth." The search for differentiation pass through the continuous process of recycling the past, where everything is new, everything follows the logic of individuality, of value and of consumption. Consumption is now focused on the logic of self-service and in search of thrills and pleasures, growing inside the social relations, even coated in superficiality which is peculiar of it.