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<em>This article analyses some aspects of the insertion of Igreja Universal do Reino de Deus (The Universal Church of the Kingdom of God) into the media. It started with the television program Pare de Sofrer, broadcast daily by Rede Record.My presupposition is that this new preaching space helps to marketize the discourse due to its intersemiotic aspect. The interface between some conceptions of critical discourse analysis and marketing theories may explain some aspects of discourse technologies used to intensify institutional ideologies and guarantee a consistent argumentation capable of helping unleash a persuasive and hegemonic process for the religious institution.</em

Aspectos da inserção da Igreja Universal do Reino de Deus na mídia televisiva: tecnologias do discurso a serviço da prática hegemônica