AbstractThe Universal Church of the Kingdom of God (UCKG), a neo-Pentecostal religious group originally from Brazil, has attracted a great deal of attention since it was founded by Pastor Edir Macedo in 1977. Part of that attention is due to the group’s and its leaders’non-traditional religious practices, which include syncretic versions of Christian Pentecostal, shamanistic, and Afro-Brazilian Umbandan rituals. A great deal of scrutiny, however, centers on the fact that since the UCKG purchased TV Record in the early 1990s, the group has become a major player in the very desirable and proﬁ table Brazilian broadcasting market. This paper examines the rise of UCKG as a major media player in Brazil, and also sheds some light into the Church’s attempts at globalizing (or at least expanding) its television and radio holdings to other countries and regions.
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