From deserted to entrepreneurs: the factual foundations of the spiritual identity of the Neopentecostal Church Fonte da Vida

Abstract

This work investigates the consolidation path of the Fountain of Life Church, a religious group that took the strategy to achieve those who come from the underground class division in Brazil: the "C" class. With a modality of religious services aimed at suppression of life contingencies by the way of individual empowerment, the closer relations with the political and the media was essential for its maintenance in competitor Brazilian religious market. The Fountain of Life Church, despite its more significant presence in the south central region of the country, already occupies a significant share of the Pentecostal Brazilian customers. This paper presents theoretical and empirical data in order to illustrate the course of the Fountain of Life Church and how this trajectory influenced the formation of its theological and market identity.