A fé como performance: uma análise discursiva dos vídeos de Pablo Marçal

Abstract

This study investigates the articulation between religious discourse, neoliberal rationality, and performativity through the analysis of videos by influencer Pablo Marçal, a central figure in the contemporary landscape of entrepreneurial spirituality in Brazil. Using the method of discourse analysis supported by theoretical contributions from authors such as Karl Marx, Max Weber, Émile Durkheim, Pierre Bourdieu, and Ranieri Costa, the research observes how elements of Prosperity Theology and Coaching Theology intertwine in the construction of a performative religious ethos aligned with market logic. The empirical corpus, composed of videos published on Instagram, reveals a discursive grammar that combines biblical language, self-help strategies, and media tools, converting faith into a mechanism of personal activation and success. By addressing themes such as individual accountability, spiritual warfare, charismatic authority, and the attention economy, the study contributes to the understanding of how religiosity is reconfigured amid contemporary demands for productivity, visibility, and individual overcoming. In conclusion, it offers a critical reflection on the social and subjective effects of this type of religiosity, as well as possible paths for future research in the fields of the sociology of religion and digital communication.