‘Enjoyment is also sacred’

Casa Sunset and the logic of religious consumption in an evangelical church

Abstract

This article analyzes Igreja Casa, a Brazilian evangelical church, from the perspective of consumption and experience, with an emphasis on the sunset style phenomenon. It argues that the sacred, traditionally associated with introspection and transcendence, is redefined as an imagery and sensory spectacle. In this process, spirituality becomes a commodity, materialized through stages with scenographic lighting, streetwear clothing, and sophisticated audiovisual productions. The central question of the research is to understand how these religious institutions construct a “new spirituality” capable of dialoguing with the emotional, identity, and aesthetic desires of the new generations, promoting an experience of faith shaped by market dynamics and the logic of entertainment. The research adopts a qualitative approach, combining a review of the literature and a documentary analysis of the Casa Church through the Casa Sunset event, in the context of the mediatization of faith.