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Palavras-chave: Midia evangelica, Historia Cultural, Bem-estar, Estados Unidos. Abstract: This article offers refers to some results of a research on the welfare culture present in the Evangelical media consummed by Brazilian evangelicals since the 1980s. One of its major exponents is the North-American pastor Max Lucado, author of several best-selling books in both American and Brazilian markets, showing advices to overcome problems and enjoy life with divine blessing. I propose a historical-cultural approach of Lucado's communication ministry in order to explore the meanings of his messages of counselling - which problems are identified by him, which solutions are offered and how such questions can be articulated to the demands of a competitive religious context?

Viva o hoje: O bem-estar evangélico na obra de Max Lucado sob um olhar cultural