Evangelicals Incorporated: Books and the Business of Religion in America

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Product Details

Harvard University Press
Publish Date
6.4 X 1.3 X 9.3 inches | 1.46 pounds
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About the Author

Daniel Vaca is the Robert Gale Noyes Assistant Professor of Humanities at Brown University, where he teaches courses on American religious history and culture in the Department of Religious Studies.


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" (12/12/2019)
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
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
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
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" (12/26/2019)