Mercado da fé: uma análise das convergências entre o neoliberalismo e a teologia da prosperidade no Brasil

Abstract

The present undergraduate thesis analyzes the relationship between neoliberalism and the prosperity theology, the latter being a religious phenomenon that emerged in the United States and expanded in Brazil from the 1970s onward. The central objective of the study is to identify the affinities between prosperity theology and neoliberal rationality, investigating their historical, behavioral, cultural, and ideological intersections. The research reveals how prosperity theology is not limited to religious dogma but intertwines with social, political, and economic practices, shaping subjectivities and behaviors in a context of social and economic crisis.The findings point to the emergence of new neo-Pentecostal denominations with corporate discourses, religious competition, the encouragement of entrepreneurship, and the promotion of consumerism. The study highlights the importance of understanding these dynamics, as both prosperity theology and neoliberalism perpetuate behavioral norms that emphasize individual responsibility, eroding social solidarity and reinforcing the logic that success or failure is the result of faith and personal effort. The methodology adopted is content analysis based on relevant authors, contributing to a deeper understanding of the implications of this intersection in Brazilian capitalist development.