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.
Of the many literary phenomena that sprang up in eighteenth-century England and later became a staple of Victorian culture, one that has received little attention until now is the “Family Bible with Notes.” Published in serial parts to make it affordable, the Family Bible was designed to enhance the family’s status and sense of national and imperial identity.
Imperial Bibles, Domestic Bodies reveals in its study of the production and consumption of British commercial Family Bibles startling changes in “family values.” Advertised in the eighteenth century as providing the family with access to “universal knowledge,” these Bibles suddenly shifted in the early nineteenth century to Bibles with bracketed sections marked “to be omitted from family reading” and reserved for reading “in the closet” by the “Master of the family.” These disciplinary Bibles were paralleled by Family Bibles designed to appeal to the newly important female consumer. Illustrations featured saintly women and charming children, and “family registers” with vignettes of family life emphasized the prominent role of the “angel in the house.”
As Mary Wilson Carpenter documents in Imperial Bibles, Domestic Bodies, the elaborate notes and “elegant engravings” in these Bibles bring to light a wealth of detail about the English commonsense view of such taboo subjects as same-sex relations, masturbation, menstruation, and circumcision. Her reading of literary texts by Charlotte Brontë, George Eliot, and Elizabeth Barrett Browning in the context of these commercial representations of the “Authorized Version” or King James translation of the Bible indicates that when the Victorians spoke about religion, they were also frequently speaking about sex.
Race Patriotism: Protest and Print Culture in the A.M.E. Church examines important nineteenth-century social issues through the lens of the AME Church and its publications. This book explores the ways in which leaders and laity constructed historical narratives around varied locations to sway public opinion of the day. Drawing on the official church newspaper, the Christian Recorder, and other denominational and rare major primary sources, Bailey goes beyond previously published works that focus solely on the founding era of the tradition or the eastern seaboard or post-bellum South to produce a work than breaks new historiographical ground by spanning the entirety of the nineteenth century and exploring new geographical terrain such as the American West.
Through careful analysis of AME print culture, Bailey demonstrates that far from focusing solely on the “politics of uplift” and seeking to instill bourgeois social values in black society as other studies have suggested, black authors, intellectuals, and editors used institutional histories and other writings for activist purposes and reframed protest in new ways in the postbellum period.
Adding significantly to the literature on the history of the book and reading in the nineteenth century, Bailey examines AME print culture as a key to understanding African American social reform recovering the voices of black religious leaders and writers to provide a more comprehensive and nuanced portrayal of the central debates and issues facing African Americans in the nineteenth century such as migration westward, selecting the appropriate referent for the race, Social Darwinism, and the viability of emigration to Africa. Scholars and students of religious studies, African American studies, American studies, history, and journalism will welcome this pioneering new study.
Julius H. Bailey is the author of Around the Family Altar: Domesticity in the African Methodist Episcopal Church, 1865–1900. He is an associate professor in the Religious Studies Department at the University of Redlands in Redlands, California.
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