A new history explores the commercial heart of evangelical Christianity.
American evangelicalism is big business. For decades, the world's largest media conglomerates have...
A new history explores the commercial heart of evangelical Christianity.
American evangelicalism is big business. For decades, the world's largest media conglomerates have...
A new history explores the commercial heart of evangelical Christianity.
American evangelicalism is big business. For decades, the world's largest media conglomerates have sought out evangelical consumers, and evangelical books have regularly become international best sellers. In the early 2000s, Rick Warren's The Purpose Driven Life spent ninety weeks on the New York Times Best Sellers list and sold more than thirty million copies. But why have evangelicals achieved such remarkable commercial success?
According to Daniel Vaca, evangelicalism depends upon commercialism. Tracing the once-humble evangelical book industry's emergence as a lucrative center of the US book trade, Vaca argues that evangelical Christianity became religiously and politically prominent through business activity. Through areas of commerce such as branding, retailing, marketing, and
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