Comunidades cristãs e assessoria de imprensa: análise das interações a partir dos sites institucionais

Abstract

In Brazil, the relationship between religion and the media attracts attention because of its intensity. The media continues to be saturated with agendas connected to spirituality. Sometimes proselytizing representations and media activism stand out with the intention of expanding political power. However, we also have religious institutions that promote dialogue and service to society. Therefore, this work sought to analyze the press office on the websites of Christian communities in order to understand the feasibility of interactions with the public. For this purpose, we examined the group that, according to IBGE numbers, is part of the ten largest Christian denominations and includes the Roman Catholic Apostolic Church, the Evangelical Church of the Lutheran Confession in Brazil, the Baptist Church and the Seventh-day Adventist Church. The sample followed a non-probabilistic choice, based on the ease of access to documents on the official websites of these denominations. Thus, between October 2021 and March 2022, the use of professional and targeted communication by the press office was studied in terms of dialogue with the community and the press. In the first chapter, we identified reflections and feedback on the ecclesiastical identity, culture and image, in addition to interactive communication elements. In this context, we consider the deepening of the intermingling of religion and media in the contemporary Brazilian scenario. Finally, we evaluated the reach of the news contained in the websites, carried out with the proper journalistic techniques, and the viability of a good press office, measured via media exposure, navigation conditions in a communication network and investment in the dissemination of the public image. The results include the maintenance of religious dialogue, without the utilitarian treatment of the media and the ecclesiastical strengthening of identity, cultural and visual ties.