Jump directly to the Content

The Divine Commodity

Today many people choose churches like they choose groceries.

It's an eye-catching cover and snappy title: Shopping for God. But page one reads, "This book is not about God." The discrepancy between cover and content, between the pitch and the product, is what James Twitchell has built his career upon. A professor of advertising at the University of Florida, he knows even the most sacred things have been reduced to commodities in our consumer culture.

Twitchell is a self-confessed "cold Christian" and "apatheist," someone who cares little about his own faith. But he is interested in "how religious sensation is currently being manufactured, branded, packaged, shipped out, and consumed."

What can church leaders gain here? A lot. Most of what we read about ministry leadership, outreach, and management is infused with a heavy dose of spiritual language—including the content of this fine journal. Twitchell propels the pendulum the other way. By removing God language, he asserts that most of what we assume to be fueled by divine power may actually ...

Subscriber access only You have reached the end of this Article Preview

To continue reading, subscribe to Christianity Today magazine. Subscribers have full digital access to CT Pastors articles.

Homepage Subscription Panel

Read These Next

Related
Trend Watch
Trend Watch
From the Magazine
Paul’s Letter to a Prejudiced Church
Paul’s Letter to a Prejudiced Church
How the apostle’s instructions on the Lord’s Supper speak to multiethnic congregations today.
Editor's Pick
Read Your Bible Through a Kaleidoscope
Read Your Bible Through a Kaleidoscope
Multicolored scholarship expands biblical interpretation beyond traditional Eurocentric perspectives.
close