Pastores Influencers e a Construção de Autoridade Digital no YouTube durante as eleições presidenciais de 2022

Abstract

This article examines the role of evangelical pastors as digital influencers on YouTube during Brazil's 2022 presidential elections. The study observes that these leaders have extended their religious authority through digital influence strategies such as engagement, performance, and social media presence. The main objective is to understand how this hybrid authority—combining ecclesiastical legitimacy and online credibility—is constructed by analyzing the discourse, interaction, and political appeals of four selected pastors. Using a case study methodology and content analysis, the article highlights the redefinition of pastoral roles, the incorporation of media logics, and the emergence of politically and religiously interpretive communities on digital platforms. The findings suggest that “pastor influencers” represent a new model of mediatized religious leadership with significant impact on public discourse and the political sphere.