Abstract
In Bahia, Brazil, the public articulation of religious authority comes to depend more and more on celebrity discourses. This article takes the Afro-Brazilian spirit possession cult Candomblé as an example to show how in media-saturated societies religious and media imaginaries become inextricably entangled. In their struggle to be publicly recognized as a proper ‘religion’, Candomblé priests ?nd themselves overcoming their media-shyness. Televisual fame is a value understood by the public at large, and its acquisition adds weight to the status and prestige of Candomblé priests in ways that religious criteria for priestly authority cannot accomplish.
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