Soong-Chan Rah calls the North American church to escape its Western cultural captivity and to embody a next evangelicalism that is diverse and multiethnic. This prophetic report casts a vision for a dynamic evangelicalism that fully embodies the cultural realities of the twenty-first century.

Soong-Chan Rah calls the North American church to escape its captivity to Western cultural trappings and to embrace a new evangelicalism that is diverse and multiethnic. Rah brings keen analysis to the limitations of American Christianity and shows how captivity to Western individualism and materialism has played itself out in megachurches and emergent churches alike. --from publisher description.

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.

"Looking at what he calls 'The Coming Generation' of Evangelical opinion leaders and elites . . . Hunter draws a nuanced and finely detailed portrait of young Evangelicals who, while certainly more conservative than the mainstream of American Protestants, are at least ambivalent about some important aspects of fundamentalism and at most ready to repudiate elements of fundamentalist faith, politics, and practice. . . . With this book, James Hunter confirms his position as one of the most informed and informing writers on American Evangelicalism."—Samuel C. Heilman, This World

Soong-Chan Rah calls on the North American church to escape its captivity to Western cultural trappings and to embrace a new evangelicalism that is diverse and multiethnic. While many white churches find themselves ill-equipped to minister to today's cultural context, many immigrant and multiethnic churches offer much-needed alternatives for the church as a whole.

* 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).