Title: "Vinho novo em odres velhos. Um olhar comunicacional sobre a explosão gospel no cenário religioso evangélico no Brasil"
Abstract: This study is a communicational analysis of the gospel explosion and how that explosion is currently expressed amidst the different segments that are part of the contemporary Protestant religious scenario in Brazil.Initially a musical movement, this evangelical movement referred to as gospel, in the last decade of 20 th century Brazil, has assumed three additional components that ultimately define it and shape its lifestyle: music, consumer consumption, and entertainment.This new life form is expressed in new ways of worship as well as the relativization of the restrictive Protestant behavioral ethic.These three additional elements arise as a result of the re-elaboration of three distinct cultures; the media, the urban world and the Protestant market and are a result of the search to overcome the history of tension between the Brazilian Protestant community and Brazilian society.However, based on cultural studies and the studies of religious sciences, we see that the modernity expressed in the current gospel culture maintains certain conservative Protestant characteristics such as the dualism between Church and the World, individualism, personal religious experience, sectarianism, and the rejection of cultural and religious diversity and as such is anti-ecumenical and antiintellectual.As with any study of the old and the new, traditional and modern, we see that gospel culture is a hybrid culture; a strategic adaptation to modernity and its hegemonic expressions -be it Pentecostalism, in the realm of religion, or globalized capitalism in the socio-historic realm.But what seems at first shaped by modernity, gospel, in fact, only appears modern while in reality continues to secure traditional Protestant characteristics in order to preserve its own culture.Hybridism, in this case, is not new and dynamic as the word might suggest, but a sterile creation, a modern face under which lie the same tensions: "New wine into old wineskins.