The aim of this article is to present the rhetorical, political and theological principles that guide the Portuguese imperial propaganda in its overseas' contexts, especially in America. Its proposal is to take that what it calls 'production of concord' as the axiological fundament of political representation in Portuguese America. The pertinence of the proposal is to approach the means through which ethical and political values are propagated in the colony, mediating 'pacts' between overseas' vassals and the Portuguese crown.
political propaganda; concord; Portuguese America (16th-18th Centuries)