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<p>In Rio Grande do Sul, a Brazilian state where Batuque, Umbanda, and Quimbanda are the most expressive forms of Afro-Brazilian religious practices, there has been a noticeable emergence, especially since 2010, of media companies focused on the Afro-religious public, commonly called <i>Produtoras Afro</i>. These companies produce videos, photographs, podcasts, documentaries, live streams, and other services commonly published on social media. This article analyzes the activities of four companies in 2019 and 2023, periods marked by the rearrangements and transformations in the Afro-Gaucho field resulting from the COVID-19 pandemic and the 2024 floods in Rio Grande do Sul. The research is based on data on rituals photographed and published on Facebook by the companies <i>Grande Axé</i>, <i>Kizomba</i>, <i>Planeta África</i>, and <i>Afro Mídia</i>, considering the dates of the rituals, location, Afro-religious modality (Batuque, Quimbanda, or Umbanda), type of event, and deities involved. It argues that each of the three religious modalities and their respective entities/deities relates differently to the production/sharing of images and to the media companies, and that these interaction patterns reveal significant differences in visibility and exposure regimes, pointing to recent transformations in the Afro-Gaucho religious field. </p>

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The Produtoras Afro: Media and Mediation in Afro-Brazilian Religions in Rio Grande do Sul (Brazil)

  • 期刊论文

  • 发表日期：

    2026年6月3日

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  • Leonardo Oliveira de Almeida,
  • Erico Carvalho

摘要

In Rio Grande do Sul, a Brazilian state where Batuque, Umbanda, and Quimbanda are the most expressive forms of Afro-Brazilian religious practices, there has been a noticeable emergence, especially since 2010, of media companies focused on the Afro-religious public, commonly called Produtoras Afro. These companies produce videos, photographs, podcasts, documentaries, live streams, and other services commonly published on social media. This article analyzes the activities of four companies in 2019 and 2023, periods marked by the rearrangements and transformations in the Afro-Gaucho field resulting from the COVID-19 pandemic and the 2024 floods in Rio Grande do Sul. The research is based on data on rituals photographed and published on Facebook by the companies Grande Axé, Kizomba, Planeta África, and Afro Mídia, considering the dates of the rituals, location, Afro-religious modality (Batuque, Quimbanda, or Umbanda), type of event, and deities involved. It argues that each of the three religious modalities and their respective entities/deities relates differently to the production/sharing of images and to the media companies, and that these interaction patterns reveal significant differences in visibility and exposure regimes, pointing to recent transformations in the Afro-Gaucho religious field.