MARKETING RELIGIOSO E DESEJO MIMÉTICO: ALGUMAS REFLEXÕES
Keywords:
ecclesial communication, mimetic desire, marketing, religious marketing, solidarityAbstract
From the theory of mimetic desire, from René Girard, this work aims to reflect in which way there is a contradiction between the religious marketing and the mission assumed by the Christian churches to educate people for the exercise of solidarity. Religious marketing is understood as a proposal of use of the techniques and logic of marketing by the religious institutions. ln the specific case of Christian institutions, it is necessary to reflect if the notions of competition and rivalry, which for some authors are the
basis of the marketing proposals, are contradictory or not to the Christianism. The question which is raised, therefore, is to think how the use of marketing carries for the evangelization action these ideas of competition and rivalry. ln this sense, this text reflects on the possibilities and the limitations of introducing the concept of education for the solidarity in an ecclesial action which is founded in the notions of rivalry and competition.
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