Entre o coaching e a religião: uma análise do neoprotestantismo em práticas discursivas plataformizadas

Abstract

The work presented analyzes the intersection between Protestant religious practices and contemporary coaching discourses, exploring how values of Protestant ethics, such as discipline, asceticism and material success, are adapted to the modern context. The study examines how coaching is incorporated into Protestant religions, legitimizing discourses of prosperity and self-overcoming. The research addresses the relationship between religion, capitalism and ideology, highlighting how prosperity theology and motivational practices shape individual and collective behavior. Discursive elements are analyzed based categories, such as legitimation and dissimulation, to reveal the connection between spirituality and consumer culture. The work also criticizes the influence of positive psychology and coaching as tools for reinforcing capitalist ideologies in religious circles.