THE EVANGELICAL MAGAZINE


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Evangelicals Incorporated


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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.




Jesus and John Wayne: How White Evangelicals Corrupted a Faith and Fractured a Nation


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NEW YORK TIMES BESTSELLER The “paradigm-influencing” book (Christianity Today) that is fundamentally transforming our understanding of white evangelicalism in America. Jesus and John Wayne is a sweeping, revisionist history of the last seventy-five years of white evangelicalism, revealing how evangelicals have worked to replace the Jesus of the Gospels with an idol of rugged masculinity and Christian nationalism—or in the words of one modern chaplain, with “a spiritual badass.” As acclaimed scholar Kristin Du Mez explains, the key to understanding this transformation is to recognize the centrality of popular culture in contemporary American evangelicalism. Many of today’s evangelicals might not be theologically astute, but they know their VeggieTales, they’ve read John Eldredge’s Wild at Heart, and they learned about purity before they learned about sex—and they have a silver ring to prove it. Evangelical books, films, music, clothing, and merchandise shape the beliefs of millions. And evangelical culture is teeming with muscular heroes—mythical warriors and rugged soldiers, men like Oliver North, Ronald Reagan, Mel Gibson, and the Duck Dynasty clan, who assert white masculine power in defense of “Christian America.” Chief among these evangelical legends is John Wayne, an icon of a lost time when men were uncowed by political correctness, unafraid to tell it like it was, and did what needed to be done. Challenging the commonly held assumption that the “moral majority” backed Donald Trump in 2016 and 2020 for purely pragmatic reasons, Du Mez reveals that Trump in fact represented the fulfillment, rather than the betrayal, of white evangelicals’ most deeply held values: patriarchy, authoritarian rule, aggressive foreign policy, fear of Islam, ambivalence toward #MeToo, and opposition to Black Lives Matter and the LGBTQ community. A much-needed reexamination of perhaps the most influential subculture in this country, Jesus and John Wayne shows that, far from adhering to biblical principles, modern white evangelicals have remade their faith, with enduring consequences for all Americans.







The Scandal of the Evangelical Mind


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Winner of the Christianity Today Book of the Year Award (1995) “The scandal of the evangelical mind is that there is not much of an evangelical mind.” So begins this award-winning intellectual history and critique of the evangelical movement by one of evangelicalism’s most respected historians. Unsparing in his indictment, Mark Noll asks why the largest single group of religious Americans—who enjoy increasing wealth, status, and political influence—have contributed so little to rigorous intellectual scholarship. While nourishing believers in the simple truths of the gospel, why have so many evangelicals failed to sustain a serious intellectual life and abandoned the universities, the arts, and other realms of “high” culture? Over twenty-five years since its original publication, The Scandal of the Evangelical Mind has turned out to be prescient and perennially relevant. In a new preface, Noll lays out his ongoing personal frustrations with this situation, and in a new afterword he assesses the state of the scandal—showing how white evangelicals’ embrace of Trumpism, their deepening distrust of science, and their frequent forays into conspiratorial thinking have coexisted with surprisingly robust scholarship from many with strong evangelical connections.







A Brief Theology of Periods (Yes, really)


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What does the Bible say about periods? The average woman has 500 periods in her lifetime. And whether yours are mildly annoying, utterly debilitating or emotionally complicated, most of us have at one time or another asked: Why?! This warm, light-hearted, real, honest and at times surprising book gives a biblical perspective on menstruation, as well as a whole lot more. Beginning with periods, Rachel Jones takes readers on an adventure in theology, weaving together wide-ranging reflections on the nature of our bodies, the passing of time, the purpose of pain, and the meaning of life. One thing is for sure: you’ve never read a Christian book quite like this one. Whether you’re in need of hope and help, or are just downright curious, you’ll be refreshed and encouraged by this book. As Rachel puts it, “Whoever you are, my aim is that you reach the end of this book celebrating who God has made you, how God has saved you, and the fact that he speaks liberating and positive truth into all of life’s experiences (even periods)”.




The Evangelicals


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* Winner of the 2017 National Book Critics Circle Award * National Book Award Finalist * Time magazine Top 10 Nonfiction Book of the Year * New York Times Notable Book * Publishers Weekly Best Books of 2017 This “epic history” (The Boston Globe) from Pulitzer Prize-winning historian Frances FitzGerald is the first to tell the powerful, dramatic story of the Evangelical movement in America—from the Puritan era to the 2016 election. “We have long needed a fair-minded overview of this vitally important religious sensibility, and FitzGerald has now provided it” (The New York Times Book Review). The evangelical movement began in the revivals of the eighteenth and nineteenth centuries, known in America as the Great Awakenings. A populist rebellion against the established churches, it became the dominant religious force in the country. During the nineteenth century white evangelicals split apart, first North versus South, and then, modernist versus fundamentalist. After World War II, Billy Graham attracted enormous crowds and tried to gather all Protestants under his big tent, but the civil rights movement and the social revolution of the sixties drove them apart again. By the 1980s Jerry Falwell and other southern televangelists, such as Pat Robertson, had formed the Christian right. Protesting abortion and gay rights, they led the South into the Republican Party, and for thirty-five years they were the sole voice of evangelicals to be heard nationally. Eventually a younger generation proposed a broader agenda of issues, such as climate change, gender equality, and immigration reform. Evangelicals now constitute twenty-five percent of the American population, but they are no longer monolithic in their politics. They range from Tea Party supporters to social reformers. Still, with the decline of religious faith generally, FitzGerald suggests that evangelical churches must embrace ethnic minorities if they are to survive. “A well-written, thought-provoking, and deeply researched history that is impressive for its scope and level of detail” (The Wall Street Journal). Her “brilliant book could not have been more timely, more well-researched, more well-written, or more necessary” (The American Scholar).