Sponsor "Show da fé" (Show of faith)! The tension in double-voiced discourses

Abstract

In this article, we have analyzed the way the incitation of sponsorship happens in the religious television program called Show da Fé (Show of faith), while observing the discourses produced in Testimony of the faithful, considering: i) the verbal and non-verbal ideological signs, and the effects of refracted senses in speech; ii) the double-voiced speeches that recapture God's words, engineered to incite sponsorship; and iii) the controversial dialogue with rival social voices. In order to do so, we used Bakhtin's circle's theoretical reflections, stating the double-voice concepts, the ideological signs, and the social voices. Our goal was to perceive the tension existent between the religious and the advertising discourses, as well as the production of senses on television.