From therapy to classroom: The H man ethos and the male identity construction in The Love School brand

Authors

  • Karla Patriota Bronsztein Universidade Federal de Pernambuco
  • Emanuelle Gonçalves Brandão Rodrigues Universidade Federal de Pernambuco
  • Carolina Cavalcanti Falcão Faculdade do Vale do Ipojuca - Unifavip

DOI:

https://doi.org/10.4013/fem.2015.173.08

Abstract

The purpose of this paper is to analyze the speech of Renato Cardoso, a Universal Church of the Kingdom of God (UCKG) Bishop, as well as the main proponent of the brand “The Love School.” We work with the concepts of ethos and scenography of discourse, and understand how the pre-discursive elements act in the formation of a changing ethos between the speaker (the teacher, the husband, the entrepreneur, the “example”) and the listener (the therapist-pastor). To do so, we analyze a few programs and lectures associated with the brand as well as videos of The Love Therapy service, led by Cardoso. Our aim is to discuss UCKG’s actions in the current religious scene given the gender identity constructs they enforce.

Keywords: male identity, The Love School, Universal Church.

Author Biographies

Karla Patriota Bronsztein, Universidade Federal de Pernambuco

Doutora em sociologia, professora do Programa de Pós-Graduação em Comunicação da Universidade Federal de Pernambuco.

Emanuelle Gonçalves Brandão Rodrigues, Universidade Federal de Pernambuco

Mestranda do PPGCOM da Universidade Federal de Pernambuco - UFPE

Carolina Cavalcanti Falcão, Faculdade do Vale do Ipojuca - Unifavip

Mestre em Comunicação pelo PPGCOM da Universidade Federal de Pernambuco - UFPE.

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Published

2015-09-02

Issue

Vol. 17 No. 3 (2015): September/December

Section

Articles

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