Análisis del discurso religioso utilizado por el pastor Miguel Arrázola de la Iglesia Ríos de Vida de Cartagena, de corriente Neopentecostal, como marketing político para influir en los feligreses en la decisión del plebiscito por la paz año 2016.

Abstract

Colombia after 60 years achieves a real agreement to end the bloodiest internal war between the Colombian State and the FARC-EP, reaching a peace agreement between the parties with 6 specific points that should be endorsed in the plebiscite for peace with a 'Yes' or 'No', however by a narrow difference, the 'No' was victorious on October 2, 2016. The participation of religious leaders and pastors was decisive in the final decision, as is the case of the Cartagena pastor Miguel Arrázola, who used social networks and his church as a political campaign issuing a religious speech but with electoral aspects. In this investigation, the political marketing used by the pastor is known, who managed to make public opinion visible in the public opinion as the pastor of 'No' due to his cyber-activism and the strong statements he issued, but there is a special video that directly invites his parishioners to vote for 'No' using the verse from Daniel 11 of the bible. Precisely that is the purpose of this research to analyze the persuasive power of the concepts of the Bible in political spaces, which take advantage of social networks for a media exposure.