Holy Mavericks

March 1, 2009
Jesus Christ advised his followers in John 17 "to be in, but not of" the world. Yet some of today's Christians are icons of popular culture and lead churches with the savvy and skill of corporate titans. Twenty-first-century pastors and evangelists are akin to CEOs or master marketers who create brands such as Kleenex and Coke. Sociologist Lee and historian Sinitiere here analyze the U.S. "religious economy." The authors profile five celebrity-like figures in American Protestantism: Rick Warren, Joel Osteen, T.D. Jakes, Brian McLaren, and Paula White. These evangelical innovators are household names, thanks in large part to their multimedia know-how, but they preach a conservative messageoften regarded as antiquated. Most important, their ministries supply existential fulfillment to existential demands. This book (especially the bibliographic essay "Theory of Religious Economy") will most appeal to scholars and students. However, curious readers will enjoy it as well. Highly recommended for academic and large public libraries.C. Brian Smith, Arlington Heights Memorial Lib., IL

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