Neste artigo, me proponho a analisar a mídia da Igreja Universal do Reino de Deus (IURD), tendo como foco o exame da recepção de seus conteúdos por parte de "potenciais conversos". A partir de um estudo de caso, tenho como objetivo entender de que forma aqueles que não freqüentam a IURD se apropriam da programação religiosa veiculada pela denominação. Serão observadas as negociações que se estabelecem diante da mensagem proselitista e as questões envolvidas numa recusa de adesão à Igreja Universal.
Auto/ethnography has emerged as an important method in the social sciences for contributing to the project of understanding human actions and concerns. Although the name of the method includes "ethnography," auto/ethnography often is concerned exclusively with an abstract (i.e., undeveloped) and abstracting understanding, and therefore the writing, of the Self rather than the writing of the "ethno." Auto/ethnography, such conceived, is a form of therapy, in the best case, and a form of narcissism and autoerotic relation, in the worst case. But because the Self exists in relation to the world, becomes in and through participation in everyday events, and because the human relation is inherently ethical, there are inherent ethical questions where the Other may come to be harmed as much as the Self.