Religion and the marketplace in the united states

Religion and the Marketplace in the United States Religion and the Marketplace in the United States z Edited by JAN STIEVERMANN, PHILIP GOFF AND DETLEF JUNKER Associate editors ANTHONY SANTORO AND DANIEL SILLIMAN Oxford University Press is a department of the University of Oxford It furthers the University’s objective of excellence in research, scholarship, and education by publishing worldwide Oxford New York Auckland  Cape Town  Dar es Salaam  Hong Kong  Karachi Kuala Lumpur Madrid Melbourne Mexico City Nairobi New Delhi Shanghai Taipei Toronto With offices in Argentina Austria Brazil Chile Czech Republic France Greece Guatemala Hungary Italy Japan Poland Portugal Singapore South Korea Switzerland Thailand Turkey Ukraine Vietnam Oxford is a registered trademark of Oxford University Press in the UK and certain other countries Published in the United States of America by Oxford University Press 198 Madison Avenue, New York, NY 10016 © Oxford University Press 2015 All rights reserved No part of this publication may be reproduced, stored in a retrieval system, or transmitted, in any form or by any means, without the prior permission in writing of Oxford University Press, or as expressly permitted by law, by license, or under terms agreed with the appropriate reproduction rights organization Inquiries concerning reproduction outside the scope of the above should be sent to the Rights Department, Oxford University Press, at the address above You must not circulate this work in any other form and you must impose this same condition on any acquirer Library of Congress Cataloging-in-Publication Data Religion and the marketplace in the United States / edited by Jan Stievermann, Philip Goff, and Detlef Junker; associate editors, Anthony Santoro and Daniel Silliman pages cm Includes index ISBN 978–0–19–936179–3 (cloth : alk paper)—ISBN 978–0–19–936180–9 (pbk : alk paper) 1.  United States—Religion.  2.  Business—Religious aspects.  I.  Stievermann, Jan, editor BL2525.R46155 2015 201'.730973—dc23 2014031557 1 3 5 7 9 8 6 4 2 Printed in the United States of America on acid-free paper Contents Acknowledgments vii Contributors ix General Introduction—Jan Stievermann, Daniel Silliman, and Philip Goff PART ONE: Reassessment Why Are Americans So Religious? The Limitations of Market Explanations—E Brooks Holifield 33 PART T WO: Evangelicals and Markets Weber and Eighteenth-Century Religious Developments in America—Mark Valeri 63 Billy Graham, Christian Manliness, and the Shaping of the Evangelical Subculture — Gr ant Wacker 79 Money Matters and Family Matters: James Dobson and Focus on the Family on the Traditional Family and Capitalist America—Hilde Løvdal Stephens 102 vi Contents PART THREE: Religious Book Markets The Commodification of William James: The Book Business and the Rise of Liberal Spirituality in the Twentieth-Century United States—Mat thew S. Hedstrom 125 Literature and the Economy of the Sacred— Günter Leypoldt 145 Publishers and Profit Motives: The Economic History of Left Behind—Daniel Silliman 165 PART FOUR: Religious Resistance and Adaptation to the Market Selling Infinite Selves: Youth Culture and Contemporary Festivals—Sarah M. Pike 191 Religious Branding and the Quest to Meet Consumer Needs: Joel Osteen’s “Message of Hope”—K atja Rakow 215 10 Unsilent Partners: Sports Stadiums and Their Appropriation and Use of Sacred Space —Anthony Santoro 240 PART FIVE: Critical Reflection and Prospects 11 Considering the Neoliberal in American Religion—K athryn Lofton 269 Index 289 Acknowledgments The conference from which this collection of essays grew was made possible by a generous grant from the Manfred Lautenschläger Foundation We are very grateful to the foundation and to Dr. h.c Manfred Lautenschläger personally for his enthusiastic support of this project For their invaluable help in preparing the conference we are indebted to our international board of advisers, especially to Christopher Bigsby and Hans Krabbendam We also wish to thank the staff of the Heidelberg Center for American Studies for a good job in organizing the gathering Special thanks are also due to Jennifer Adams-Massmann, who competently proofread the essays and helped to prepare the manuscript Contributors Philip Goff is the director of the Center for the Study of Religion and American Culture and a professor of religious studies and American studies at Indiana University Indianapolis The author or editor of more than thirty volumes and nearly two hundred articles or papers on religion in North America, he has since 2000 been coeditor of Religion and American Culture: A Journal of Interpretation His most recent edited volume, with Brian Steensland, is The New Evangelical Social Engagement (2013) Matthew S.  Hedstrom is an assistant professor of religious studies and American studies at the University of Virginia He is the author of The Rise of Liberal Religion: Book Culture and American Spirituality in the Twentieth Century (2013) A former postdoctoral fellow at Princeton University, he is currently preparing a book on race and the search for religious authenticity in modernizing America E Brooks Holifield is the Charles Howard Candler Professor of American Church History, emeritus, at the Candler School of Theology, Emory University He is the author of numerous books on the history of American religion, on topics ranging from the history of the American clergy to the development of Puritan sacramental theology, including the landmark work Theology in America: Christian Thought from the Age of the Puritans to the Civil War He is a fellow of the American Academy of Arts and Sciences 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 theory of history in English and in German 292 Index Kmart, 173–175 labor, 10, 41, 65–67 Laderman, Gary, 253, 256, 263n32 LaHaye, Tim, 165, 167–171, 173, 176, 180 Lakewood Church, Houston, Texas, 215–216, 219–222, 233n5, 236nn39–40, 237n41 See also Osteen, Joel Lambert, Frank, 12, 65 Leary, Timothy, 137, 197 Lee, Helen, 226–229 Left Behind, 6, 21, 165, 183, 270, 282 Lewis, Walter S., 133–134 Lindquist, Danille, 242–243, 253 London, 39, 42, 68–69, 82, 85, 202 Luther, Martin, 34, 45 Lutherans, 1, 33, 45, 93 Lynd, Robert and Helen, 131–132 market practices, 5, 14–15, 22, 35, 42–44, 63–75, 79–81, 93–94, 125–140, 165–183, 196–197, 203–206, 216–221, 232, 241–242, 244–246, 248–254, 274, 285 marketing, 5–6, 19–20, 42–44, 65, 71, 172–178, 196–197, 203, 217–218, 246–249, 274, 276 Marxism, 10–11, 13, 78n27, 117 See also communism; Cold War; USSR masculinity, 82–91, 96n8–9, 106–108, 110–111, 113–114, 118, 270–271 Mather, Cotton, 37, 46 McCarthy, Joseph, 90–91, 284 McDannell, Colleen, 103 McDonald’s, 1, 113 McLeod, Hugh, 34, 41 McPherson, Aimee Semple, 89, 93 megachurch, 1, 8, 22, 45, 215–239 mercantilism, 63–77 Methodism; Methodists, 1, 3, 11, 18, 45, 38, 41–42, 44, 66–67, 74, 80, 95n4, 133, 196, 219 middle class, 82, 132, 274 See also class Middlebrow culture, 20, 133–140, 155–157 millennialism, 46, 167, 175 von Mises, Ludwig, 275 Moody, Dwight L., 44, 282 Moore, R. Laurence, 1, 2, 4–5, 15, 195, 210n21, 217 Moravians, 17, 44, 65–66 Moreton, Bethany, 7, 118n3, 173 Morrison, Toni, 21, 145–154, 156–157, 159n17, 160n27, 161n34 motherhood, 106, 107, 110 Muscular Christianity, 82, 87–89 See also masculinity music, 5, 22, 43, 81, 89, 103, 161n34, 181, 184n8, 191–224, 209n8, 216, 219, 222, 233n5, 236n40 National Football League (NFL), 22, 113, 240, 242–245, 248, 252–255, 261n17, 262n45 nationalism, 46, 242–243, 254 See also civil religion neoliberal; neoliberalism, 17, 23, 215, 229, 269–271, 273–279, 282, 284–285 New England, 7, 10, 36–37, 46, 63–64, 66, 68, 72, 74 New Light, 64–65, 71–73 New York, 38, 40, 42, 63, 84, 87–88, 125, 132–134, 172, 174–181, 190, 196, 206, 216, 280 Niebuhr, Reinhold, 17, 90 Noll, Mark A., 2, 11, 29n48 non-governmental organizations, 272, 275, 282–283 nostalgia, 81, 204, 241, 244, 248, 249–253, 261n17 Oakland Raiders; Raider Nation; Black Hole, 247–248, 250, 254–255 Obama, Barack, 102, 117, 158n10 Osteen, Joel, 13, 22, 215–233, 233n4, 234n9, 237n41–42, 238n58, Index 264n40, 270, 276 See also Lakewood Church “Message of Hope”; “Night of Hope,” 216–217, 221–229, 231–232 Osteen, Victoria, 216, 222–223 Paganism, 197, 209n3 pastorpreneur, 13, 216–217, 221, 231–232 See also entrepreneur; Osteen, Joel Peale, Norman Vincent, 216 Pentecostalism; Pentecostals, 1, 39, 41–42, 45, 95n4, 167 Peretti, Frank, 167–169 Petty, William, 69–70 Pietism; Pietists, 44–45, 66–67, 74 pilgrimage, 14, 191–192, 198–200, 244, 247–249 Pittsburgh Steelers; Heinz Field, 245, 248–253, 255, 270 Three Rivers Stadium, 250–251 Planned Parenthood, 115–116 populism, 45, 280 prejudice, 131–132, 179 professionalization, 131, 169–179 profit, 146, 166–167, 183 Prosperity Gospel, 6, 111, 216, 220, 224, 229, 277 See also Osteen, Joel Protestant Ethic, 7, 64–75, 104, 277 See also Weber, Max Protestantism; Protestants, 4, 7, 12, 20, 29n48, 34, 37–39, 41, 43–44, 46, 48, 63–64, 66–67, 74–75, 126–127, 129–134, 136–137, 216–217, 277–278 public sphere, 63–75 Puritanism, 3, 7, 10, 12, 16, 45, 65–67 Putnam, Robert D., 15, 48 race, 14, 41, 45, 95n4, 109–110, 115–116, 137, 148, 161n34, 251–252, 254 radio, 26n20, 42, 80, 81, 88, 92, 118n2, 134, 174, 177, 216–217 293 Radway, Janice, 149, 166 Ramshaw, Greg, 249–250 reading practices, 129–131, 138, 141–142n14, 147–151, 153–156, 159n16, 160n26, 174–175, 180–182 Reagan, Ronald, 103, 112, 116, 274 Reaganomics, 104, 111, 118, 274–275, 280 religion and marketplace, theories of, 35–36 See also complexity thesis; demand-side theory; deprivation thesis; supply-side theory metanarratives of, 9–18 single-cause explanations, 9–12 spiritual capitalism, 23, 271–274 religious adherents See church attendance religious experiment, 128, 134, 137 religious marketplace, 3–4, 8–9, 15–16, 35–49, 79–81, 93–94, 217–219, 323 Religious Right, 26n20, 91, 102, 118n3, 120n22, 126, 167, 174 Religious Society of Friends (Quakers), 18, 45, 138 Remillard, Arthur, 242, 258n8 Revivalism; Revivals, 11, 19, 38, 43–45, 63–66, 71, 73–75, 132, 195, 234n13, 258n8, 274 ritual, 14, 22–23, 35, 81, 134, 152–153, 192–193, 197–198, 207–208, 249, 253, 281, 283, 285 Robertson, Pat, 111 Roof, Wade Clark, 8, 231 Rooney, Kathleen, 153–154, 156, 162n49, 163n60 Rose, Nikolas, 230–231 sacred; sacralization, 14, 21, 145–157, 192–204, 208, 241, 246–251, 256 See also singularization Sallman, Warner, 83 San Francisco, California, 119n12, 125, 127–128, 137, 140, 173, 185n40, 196–197, 247 294 Index Sandel, Michael J., 275 Savage, Samuel Philips, 63, 68–69, 71–72, 75 Schlafly, Phyllis, 106 Schmidt, Leigh Eric, 5, 143n32, 211n25 Schuller, Robert, 216 Schumpeter, Joseph, 275 secular; secularization, 9–10, 13–15, 33–35, 75, 125–140, 195 securities, 63, 69 seekers, 1, 8, 15, 22, 125–140, 191–208, 221 self -fulfillment, 229, 231, 276 -realization, 231, 277–279 regimes of, 221, 230 technologies of, 231 September 11, 2001, 180, 260, 277 singularization, 21, 146, 151–157, 192–195, 198–204, 207–208, 244–247, 253–254 See also sacred Smith, Adam, 70–71, 81 Smith, Christian, 50n8, 130 Smith, Huston, 136–137 Smith, Isaac, 63, 68–69, 72, 75 space/place, 198–204, 206, 241–243, 246–247, 250–256, 276, 279, 281, 283 See also sacred; singularization “spiritual but not religious,” 192, 194 spiritual cosmopolitanism, 129, 138 spiritual economy, 272, 282 spiritual marketplace, 282 See also religious marketplace spiritual quests, 7, 8, 12, 14, 128–140 spiritual warfare, 167–168 spirituality, 191–197, 199, 202, 205–208, 221, 226, 229, 270, 274 Stark, Rodney, 4, 8, 15–16, 18, 36–38 See also religion and marketplace, theories of; supply-side theory Steger, Manfred, 285 Stewart, Lyman, 7, 12 Stout, Harry S., 12, 65 Strombeck, Andrew, 282 Sunday, Billy, 44, 89, 93 supply-side theory, 8, 15, 21, 35–41, 65, 80, 165–183, 217, 221, 274, 280 See also demand-side theory; Finke, Roger; religion and marketplace, theories of; Stark, Rodney Taylor, Charles, 152–153, 158n11, 162nn42–43 Taylor, Frederick Winslow, 242–243 Taylor, Kenneth N., 158 television, 43, 80–81, 83, 88, 91, 215–217, 219–224 therapeutic ethos; therapeutic culture, 149, 150, 152, 194, 221, 226–233, 278 Thomas Nelson, 174–175, 179 Truman, Harry S., 85, 90–91 Tyndale House Publishing, 170–183 United Nations, 91, 282–283 Unwin, Joseph Daniel, 104–105, 107, 109, 116, 119n7 USSR; Soviet Union, 90–91, 105–106, 117 See also Cold War; communism; Marxism Virginia, 36, 40, 102 Wallis, Jim, 111 Wal-Mart, 7, 118n3, 173–175, 177, 182–183 Weber, Max, 10–11, 13, 20, 64–67, 70, 72, 74, 104, 161n40 See also Protestant Ethic welfare, 41, 103, 108–110, 112 Wesley, John, 67, 72, 95n2 Whitefield, George, 44, 63, 71–72, 79, 216–217 Index Winfrey, Oprah, 17, 23, 145, 147–157, 159n18, 162n49, 164n66, 180, 236n38, 238n59, 271–274, 278, 283 O, The Oprah Magazine, 271–272 Oprah’s Book Club, 21, 147, 148–149, 153, 156, 163n60 “The O Bracelet,” 271–274, 282, 284 The Oprah Winfrey Show, 147, 157, 159n21, 272 World War I, 40, 46, 138 World War II, 89, 103, 136, 216 Wuthnow, Robert, 14, 16–17 yoga, 129 Youth for Christ (YFC), 84, 89 Zondervan Publishing House, 168, 171–173, 185n40 295 .. .Religion and the Marketplace in the United States Religion and the Marketplace in the United States z Edited by JAN STIEVERMANN, PHILIP GOFF AND DETLEF JUNKER Associate... only the extraordinary complexity but also the long and diverse history of the relationship between religion and the marketplace in America There is much more involved in the interaction of religion. .. at the relationship between religion and the marketplace in the United States by studying the interdependencies between the General Introduction development of religious beliefs or rhetoric and