The Industry Of Evangelism

This monograph examines the rise of the Wittenberg printing industry and analyses how it overtook the Empire’s leading print centres.

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 finance, for-profit media companies have capitalized on the expansive potential of evangelicalism for more than a century. Rather than treat evangelicalism as a type of conservative Protestantism that market forces have commodified and corrupted, Vaca argues that evangelicalism is an expressly commercial religion. Although religious traditions seem to incorporate people who embrace distinct theological ideas and beliefs, Vaca shows, members of contemporary consumer society often participate in religious cultures by engaging commercial products and corporations. By examining the history of companies and corporate conglomerates that have produced and distributed best-selling religious books, bibles, and more, Vaca not only illustrates how evangelical ideas, identities, and alliances have developed through commercial activity but also reveals how the production of evangelical identity became a component of modern capitalism.

Noted authors discuss how and why consumers identify with and become attached to brands and the challenges marketers face in creating and sustaining these states. Other meaning makers (e.g., celebrities, culture, consumers themselves) can facilitate or detract from the brand meanings marketers aim to create.

PRAISE FOR THE FIRST EDITION: “A solid introduction to the dialogue between the disciplines of cultural studies and religion…. A substantive foundation for subsequent exploration.”—Religious Studies Review “A splendid collection of lively essays by fourteen scholars dealing with religion and popular culture on the contemporary American scene.”—Choice

Examining the layers of meaning encoded in software and the rhetoric surrounding it, this book offers a much-needed perspective on the intersections between software, morality, and politics. In software development culture, evangelism typically denotes a rhetorical practice that aims to convert software developers, as well as non-technical lay users, from one platform to another (e.g., from the operating system Microsoft Windows to Linux). This book argues that software evangelism, like its religious counterpart, must also be understood as constructing moral and political values that extend well beyond the boundaries of the development culture. Unlike previous studies that locate such values in the effects of code in-use or in certain types of code like free and open source (FOSS) software, Maher argues that all code is meaningful beyond its technical, executable functions. To facilitate this analysis, this study builds a theory of evangelism and illustrates this theory at work in the proprietary software industry and FOSS communities. As an example of political liberalism at work at the level of code, these evangelical rhetorics of software construct competing conceptions of what is good that fall within a shared belief in what is just. Maher illustrates how these beliefs in goodness and justice do not always execute in replicable ways, as the different ways of decoding software evangelisms in the contexts of Brazil and China reveal. Demonstrating how software evangelisms exert a transformative force on the world, one comparable in significance to code itself, this book highlights the importance of rhetoric in even the most seemingly a-rhetorical of technical endeavors and foregrounds the crucial need for rhetorical literacy in the digital age.

This book seeks to show how religion is controlled by political ideologies, and how evangelism is moulded and manipulated by the demands of the dominant political order of the day. Out of his experience as a Christian in India, the author challenges churches and congregations to participate in political action as an expression of their commitment to evangelism and to a better society.

In The Oxbridge Evangelist: Motivations, Practices, and Legacy of C. S. Lewis, Michael Gehring examines the evangelistic practices of one of the most significant lay evangelists of the twentieth century. In the early 1930s not many who knew Lewis would have guessed that he would become such a significant evangelist. He has left an evangelistic legacy that has influenced millions across the world. Yet Lewis scholarship has not given sufficient attention to this crucial aspect of his legacy. This work examines Lewis's loss and recovery of faith, and it shows how his experience heightened his own awareness of the loss of the Christian faith in England. Because of his ability to identify with others, Lewis engaged in the work of evangelism with uncanny skill. This work required singular courage on his part; it cost him dearly professionally and in his relationships. Gehring critically explores Lewis's motivations, practices, and legacy of evangelism. In doing so he provides penetrating insight for those interested in the theory and practice of evangelism in a culture that too readily leaves it to the crazies of the Christian tradition or relegates it to the margins of church life.

"Provides plenty of fodder for those wishing to explore what evangelicalism is and reimagine what it might become. It's an eye-opener."--Publishers Weekly Contemporary American evangelicalism is suffering from an identity crisis--and a lot of bad press. In this book, acclaimed author Karen Swallow Prior examines evangelical history, both good and bad. By analyzing the literature, art, and popular culture that has surrounded evangelicalism, she unpacks some of the movement's most deeply held concepts, ideas, values, and practices to consider what is Christian rather than merely cultural. The result is a clearer path forward for evangelicals amid their current identity crisis--and insight for others who want a deeper understanding of what the term "evangelical" means today. Brought to life with color illustrations, images, and paintings, this book explores ideas including conversion, domesticity, empire, sentimentality, and more. In the end, it goes beyond evangelicalism to show us how we might be influenced by images, stories, and metaphors in ways we cannot always see.