Cenografia devocional na esfera literária digital: cenas de segredo, intimidade e #Publi em publicações no Instagram

This article introduces the concept of devotional scenography to analyze the popularity of the devotional genre within Brazil's digital literary sphere. Drawing on the notion of the “scene of enunciation,” it examines how the devotional is reconfigured through media and market logics, focusing on Instagram content and drawing on a corpus of six short-form videos (reels) collected between 2023 and 2026. It argues that devotion extends beyond the religious field by articulating aesthetics of domesticity, self-care routines, and consumption practices, thereby producing a scenography marked by intimacy, discipline, and a cozy visual aesthetic. The analysis identifies two “validated scenes”: #ad, which brings together religious experience and the influencer economy, and #intimacy, which reinforces the individualized nature of the relationship with God. Devotional scenography thus reveals the capacity of the evangelical field to establish a presence in contemporary digital culture, transforming spiritual and everyday practices into legitimized forms of sociability and consumption.