Duty and pleasure in wedding-company: Regular transactions of love control according to the Universal Church

• Main Author: Bárbara Regina Altivo
• Format: Article
• Language: English
• Published: Pontíficia Universidade Católica de São Paulo 2015-11-01
• Series: Galáxia
• Subjects: comunicação e Religião; Igreja Universal do Reino de Deus; análise de conteúdo discursivo; amor; negócio; gênero e sexualidade; casamento-empresa.
• Online Access: https://revistas.pucsp.br/galaxia/article/view/24434

This paper investigates the central notions that animate the proposal of the Universal Church of the Kingdom of God (UCKG) about love in the contemporary world through their discursive materials. The article discusses the pedagogical content of UCKG's speech about love, family, and gender. As characteristic of this apparatus of power-knowledge-pleasure, we observe the direct association between the immediate pursuit of obtaining happiness. This feeling marks the hedonism present in Theology of Prosperity, and an asceticism of business order, which aims to domesticate the emotional impulses of man and mainly of women, into the intricate dynamics of the romantic relationship. Thus, we can glimpse lines of force that create subjectivities marked by gender commitments in a family model of marketing inspiration.