Research Catalog

Evangelicals incorporated : books and the business of religion in America

Title
Evangelicals incorporated : books and the business of religion in America / Daniel Vaca.
Author
Vaca, Daniel, 1980-
Publication
Cambridge, Massachusetts : Harvard University Press, 2019.

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StatusFormatAccessCall NumberItem Location
TextUse in library JFE 20-3929Schwarzman Building - Main Reading Room 315

Details

Description
329 pages : illustrations; 24 cm
Summary
"Long before evangelical Christians became known as a powerful political constituency, evangelicals were a profitable consumer constituency. In Evangelicals Incorporated Daniel Vaca argues that evangelical Christianity became a prominent form of religious life in the twentieth-century United States through commercial activity. To tell this story, Vaca focuses especially on the evangelical book industry, which not only has produced some of the bestselling titles in American history but also has inspired the world's largest secular media conglomerates to pursue evangelical markets. Drawing on corporate archives, personal letters, interviews, and more, [this work] explains how for-profit evangelical publishers and booksellers grew from modest roots to one of the most lucrative corners of the international book trade. By exploring areas of commercialism such as branding, retailing, marketing, and finance, Vaca illustrates how commercial media companies have cultivated and capitalized upon the expansive idea of evangelicalism since the end of the nineteenth century"--
Subjects
Bibliography (note)
  • Includes bibliographical references and index.
Contents
Finding profit : the ascendance of commercialism -- Brands of distinction: creating value through the fundamentalist network -- Trade associating: evangelical allegiance in the mass market -- Righteous retail : women, family, and the social power of selling -- Financial faith: corporate finance and the sacred tradition of growth -- The spirit of market segmentation: making something for everyone.
Call Number
JFE 20-3929
ISBN
  • 9780674980112
  • 0674980115
LCCN
2019032163
OCLC
1090004829
Author
Vaca, Daniel, 1980- author.
Title
Evangelicals incorporated : books and the business of religion in America / Daniel Vaca.
Publisher
Cambridge, Massachusetts : Harvard University Press, 2019.
Type of Content
text
Type of Medium
unmediated
Type of Carrier
volume
Bibliography
Includes bibliographical references and index.
Research Call Number
JFE 20-3929
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