Evangelicals Incorporated: Books and the Business of Religion in America

Daniel Vaca

Published by Harvard University Press 2019

Evangelicals Incorporated

Books and the Business of Religion in America

Daniel Vaca

https://doi.org/10.4159/9780674243965

Overview
Contents

About this book

American evangelicalism is big business. It is not, Daniel Vaca argues, just a type of conservative Protestantism that market forces have commodified. Rather evangelicalism is an expressly commercial practice, in which the faithful participate, learn, and develop religious identities by engaging corporations and commercial products.

Reviews

With expert strokes, [Vaca] traces the history of the marriage of missionary zeal and financial reward that drove the evangelical publishing megabusiness…A brilliant achievement.
-- Grant Wacker Christian Century

Impressive detail…Vaca shows how religious publishing, bookstores, and revival movements evolved into an integrated industry.
-- Anne Nelson Times Literary Supplement

This is the book I’ve been waiting for. Vaca has penned a must-read account of how evangelicals built and sanctified their commercial world and, in doing so, made the modern religious marketplace. This book demands that we reckon with an American God worshipped in word and deed, and dollars and cents.
-- Kate Bowler, author of The Preacher’s Wife: The Precarious Power of Evangelical Women Celebrities

Makes a sophisticated case that book publishers, in particular, created the commercial infrastructure that made the modern religious movement possible…A well-crafted, thoroughly researched, and compelling account of a dynamic that every observer of American evangelicalism will recognize.
-- Daniel Silliman Christianity Today

For too long American evangelicalism has been regarded as a subculture defined principally by common beliefs. Evangelicals Incorporated challenges that view, demonstrating the central role that Christian publishing houses have played for more than a century in creating an evangelical niche market. The stories behind the scenes that Daniel Vaca has uncovered are absolutely fascinating.
-- Robert Wuthnow, author of The Left Behind: Decline and Rage in Rural America

Deftly combining historical depth and sweep with theoretical sophistication, and rooted in extensive archival work—including archives that have never before, to my knowledge, been mined for work in US religious history—Evangelicals Incorporated advances our historical understanding of a critical arena of American religious life, the evangelical book business in the age of mass culture, with greater depth and scope than any other work.
-- Matthew Hedstrom, author of The Rise of Liberal Religion: Book Culture and American Spirituality in the Twentieth Century

With Evangelicals Incorporated, Vaca has written the book that should make students of American economy finally account for the evangelical strategies that define commercial success. It will define the study of evangelicalism for the next generation of scholars. This is history as critique, and we need it now.
-- Kathryn Lofton, author of Consuming Religion

Provides essential background on the history of American evangelicalism…Defining evangelicalism as a commercial religion, Vaca offers a fascinating history of evangelical publishing from the 19th century to the present…A great read that helps make sense of much of the last century of American evangelicalism.
-- Kristin Du Mez Anxious Bench

Shows how some evangelical publishers that lived by bestsellers died by bestsellers.
-- Marvin Olasky World Magazine

Brilliant…A provocative and compelling reinterpretation of evangelicalism in the modern United States with which scholars and general readers alike will be wrestling for a long time to come.
-- Heath W. Carter Journal of Interdisciplinary History

An insightful dive into what were arguably the big three evangelical publishers of the twentieth century…Driven by impressive archival research, Vaca makes his upshot seem downright self-evidentiary: Evangelicalism is a marketing strategy.
-- Steven P. Miller Journal of Church and State

Topics

Frontmatter Publicly Available Download PDF	i
Contents Publicly Available Download PDF	v
Introduction Requires Authentication Unlicensed Licensed Download PDF	1
1. Finding Profit Requires Authentication Unlicensed Licensed Download PDF	20
2. Brands of Distinction Requires Authentication Unlicensed Licensed Download PDF	57
3. Trade Associating Requires Authentication Unlicensed Licensed Download PDF	97
4. Righteous Retail Requires Authentication Unlicensed Licensed Download PDF	126
5. Financial Faith Requires Authentication Unlicensed Licensed Download PDF	161
6. The Spirit of Market Segmentation Requires Authentication Unlicensed Licensed Download PDF	190
Epilogue Requires Authentication Unlicensed Licensed Download PDF	229
Abbreviations in Notes Requires Authentication Unlicensed Licensed Download PDF	237
Notes Requires Authentication Unlicensed Licensed Download PDF	239
Acknowledgments Requires Authentication Unlicensed Licensed Download PDF	309
Index Requires Authentication Unlicensed Licensed Download PDF	313

Language: English
Publisher: Harvard University Press
Pages
- Main content: 304

eBook

Published: December 3, 2019
ISBN: 9780674243965