Religion and the Marketplace in the United States

ISBN : 9780199361809

Jan Stievermann; Philip Goff; Detlef Junker; Anthony Santoro; Daniel Silliman
320 Pages
175 x 234 mm
Pub date
Mar 2015
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Alexis de Tocqueville once described the national character of Americans as one question insistently asked: "How much money will it bring in?" G.K. Chesterton, a century later, described America as a "nation with a soul of a church." At first glance, the two observations might appear to be diametrically opposed, but this volume shows the ways in which American religion and American business overlap and interact with one another, defining the US in terms of religion, and religion in terms of economics. Bringing together original contributions by leading experts and rising scholars from both America and Europe, the volume pushes this field of study forward by examining the ways religions and markets in relationship can provide powerful insights and open unseen aspects into both. In essays ranging from colonial American mercantilism to modern megachurches, from literary markets to popular festivals, the authors explore how religious behavior is shaped by commerce, and how commercial practices are informed by religion. By focusing on what historians often use off-handedly as a metaphor or analogy, the volume offers new insights into three varieties of relationships: religion and the marketplace, religion in the marketplace, and religion as the marketplace. Using these categories, the contributors test the assumptions scholars have come to hold, and offer deeper insights into religion and the marketplace in America.


General Introduction
Jan Stievermann, Daniel Silliman, and Philip Goff
PART ONE: Reassessment
1. Why Are Americans So Religious? The Limitations of Market Explanations
E. Brooks Holifield
PART TWO: Evangelicals and Markets
2. Weber and Eighteenth-Century Religious Developments in America
Mark Valeri
3. Billy Graham, Christian Manliness, and the Shaping of the Evangelical Subculture
Grant Wacker
4. Money Matters and Family Matters: James Dobson and Focus on the Family on the Traditional Family and Capitalist America
Hilde Lovdal
PART THREE: Religious Book Markets
5. The Commodification of William James: The Book Business and the Rise of Liberal Spirituality in the Twentieth-Century United States
Matthew Hedstrom
6. Literature and the Economy of the Sacred
Gunter Leypoldt
7. Publishers and Profit Motives: The Economic History of Left Behind
Daniel Silliman
PART FOUR: Religious Resistance and Adaptation to the Market
8. Selling Infinite Selves: Youth Culture and Contemporary Festivals
Sarah Pike
9. Religious Branding and the Quest to Meet Consumer Needs: Joel Osteen's "Message of Hope"
Katja Rakow
10. Unsilent Partners: Sports Stadiums and their Appropriation and Use of Sacred Space
Anthony Santoro
PART FIVE: Critical Reflection and Prospect
11. Considering the Neoliberal in American Religion
Kathryn Lofton

About the author: 

Jan Stievermann is Professor of the History of Christianity in North America at the University of Heidelberg. He has written on a broad range of topics in the fields of American religious history and American literature, including articles for Early American Literature, William and Mary Quarterly, and Church History. His book Der Sundenfall der Nachahmung: Zum Problem der Mittelbarkeit im Werk Ralph Waldo Emersons (2007; The Original Fall of Imitation: The Problem of Mediacy in the Works of R.W.E.) is a comprehensive study of the co-evolution of Emerson's religious and aesthetic thought. Together with Reiner Smolinski, he edited Cotton Mather and Biblia Americana-America's First Bible Commentary (2010).; Philip Goff is Director of the Center for the Study of Religion and American Culture and Professor of Religious Studies and American Studies at Indiana University Indianapolis. The author or editor of over thirty volumes and nearly 200 articles or papers on religion in North America, he has since 2000 been co-editor of Religion and American Culture: A Journal of Interpretation. His most recent edited volume, with Brian Steensland, is The New Evangelical Social Engagement (2013).; Detlef Junker is the Founding Director of the Heidelberg Center for American Studies, a former Director of the German Historical Institute in Washington D.C. (1991 - 1994) and a former Curt Engelhorn Chair in American History at Heidelberg University. He has published and edited books on American History, Transatlantic Relations, German History and on Theory of History in English and in German.

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