The Next Evangelicalism

2010 Golden Canon Leadership Book Award winner The future is now. Philip Jenkins has chronicled how the next Christendom has shifted away from the Western church toward the global South and East. Likewise, changing demographics mean that North American society will accelerate its diversity in terms of race, ethnicity and culture. But evangelicalism has long been held captive by its predominantly white cultural identity and history. In this book professor and pastor Soong-Chan Rah calls the North American church to escape its captivity to Western cultural trappings and to embrace a new evangelicalism that is diverse and multiethnic. Rah brings keen analysis to the limitations of American Christianity and shows how captivity to Western individualism and materialism has played itself out in megachurches and emergent churches alike. Many white churches are in crisis and ill-equipped to minister to new cultural realities, but immigrant, ethnic and multiethnic churches are succeeding and flourishing. This prophetic report casts a vision for a dynamic evangelicalism that fully embodies the cultural realities of the twenty-first century. Spiritual renewal is happening within the North American church, from corners and margins not always noticed by those in the center. Come, discover the vitality of the next evangelicalism.

The future is now. Just as global Christianity is shifting away from the West to the South and the East, so too is the North American church diversifying in terms of race, ethnicity and culture. While some parts of American Christianity are in decline, others are experiencing transformation and growth as a result of increasing globalization. Spiritual renewal is happening in corners and margins not always noticed by those in the center. Soong-Chan Rah calls the North American church to escape its captivity to Western cultural trappings and to embrace a new evangelicalism that is diverse and multiethnic. While many white churches find themselves ill-equipped to minister to today's cultural context, many immigrant and multiethnic churches are flourishing, offering much-needed alternatives for the church as a whole. The church is changing to embody the cultural realities of the twenty-first century. Come, discover the vitality of the next evangelicalism.

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.

Documentary portrait of Christian evangelicals who have "left the Right" Over the past forty years the Religious Right has largely spoken for America's evangelicals. But this groundbreaking book by Marcia Pally reveals the "new evangelicals" -- a growing movement that espouses antimilitaristic, anticonsumerist, and liberal democratic ideals and promotes poverty relief, immigration reform, and environmental stewardship. Combining shrewd analysis with numerous fascinating interviews, Pally creates a compelling snapshot of a significant trend that is likely to impact American politics for years to come.