Abstract

Based on the theory of the transference of meanings by Grant McCracken, this study aims at analyzing the way evangelical opinion leaders are able to transfer cultural meaning to the evangelical retinue products to the Holy Land. As any consumer good, this religious product is filled with cultural significance which comes from the culturally built world, in this case, the religious universe of evangelical people. Such meanings come to inhabit the good through two paths, which are, publicity and trend system. Within the trend system, an important source of meanings is the opinion leaders, which are capable of not only edify, but also reform the senses concerning a good. In order to demonstrate this process, at the end, the study presents the case of apostle Renê Terra Nova, a paradigmatic concerning the evangelical retinues to the Holy Land. It is a study of qualitative and explicative nature realized through documental, bibliographical and ethnographic research accomplished in-person or over virtual ways.