| dc.description.abstract | This work will analyze the insertion of the priests Fábio de Melo, Marcelo Rossi and Reginaldo Manzotti in the digital environment, their strategies and how their inclusion and the other priests affect the culture of the Catholic Church. With the objective of analyzing the communication strategies used by celebrities on social networks, especially on Facebook, through the abductive method, the pages of these three priests on Facebook were analyzed during October 9-14, 2017, contemplating the the 300th anniversary of the apparition of Our Lady of Aparecida, an important landmark for the Catholic Church. The objectives were achieved through content analysis and questionnaires applied with a group of believers and with priests belonging to the Vicariate of Canoas. The media and religion concepts are discussed with the authors Borelli, Martino, Sbardelotto and Burity, mediatization of religion with Gasparetto, Braga, Fausto Neto and Rosa, media circulation with Braga and Gomes, communication strategies and reputation-building of celebrity priests with Cuervo, France, Martino, Baldissera and Fausto Neto, the space of the digital networks with Teles, Recuero and Sabrdelotto, and the commercialization of the faith with Martino, Souza, Simões and Sibilia | en |
