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The social construction of the love market: the Igreja Universal do Reino de Deus visited by the economic sociology of markets

Grant number: 22/11491-4
Support Opportunities:Scholarships in Brazil - Doctorate
Effective date (Start): December 01, 2023
Effective date (End): February 28, 2027
Field of knowledge:Humanities - Sociology - Other specific Sociologies
Principal Investigator:Maria Chaves Jardim
Grantee:Thaís Cristina Caetano de Souza
Host Institution: Faculdade de Ciências e Letras (FCL). Universidade Estadual Paulista (UNESP). Campus de Araraquara. Araraquara , SP, Brazil


Among the forms of action of religion in the dispositions of social agents, there are To the ways of experiencing love, guidance between peers, with the institution of reference of beliefs and practices relatives to the marital experience. As an example, we have the Igreja Universal do Reino de Deus (IURD), which proposes training for affectivity and conjugality through the performance of The Love School and its extension services. In this sense, the objective of this study is to objectify the beliefs and practices about love disseminated by the IURD in the media and in the spaces of the ecclesiastical cults of the institution religious. Therefore, in methodological terms, we will carry out fieldwork (diary, photographs and interviews), analysis of materials (books, courses, programs and posts on social networks) organization by the institution and a history of the social history of the religious leaders of the IURD, above all, the couple Renato and Cristiane Cardoso, creators of The Love School and responsible for manage beliefs about love in the institution. Thus, in order to objectify the IURD as a producer of a love market, in dialogue with our research (SOUZA, 2020), we will mobilize the theoretical instruments of the economic sociology of markets, in particular, the works by Pierre Bourdieu and Viviana Zelizer.

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