Brand New Theology

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"Brilliant and powerful!" —Cornel West

"Clearly one of the most important books written on the Black Church and African American religion since the civil rights movement of the 1950s and 60s. . . . Moreover, it advances the conversation among black and womanist theologians and black pastors concerning the present and future directions of the black church."             –Lewis V. Baldwin

T.D. Jakes is a pastor and entrepreneur who presides over a vast megachurch and business operation. He has turned the gospel into his own successful brand—particularly through product lines such as "Woman Thou Art Loosed."

According to author Paula McGee, Jakes is representative of a rising phenomenon, the New Black Church, a new form of prosperity gospel that signifies what she calls the "Wal-Martization" of religion. Her ideological critique is a vital tool for all who wish to understand the relation between religion and culture—especially those committed to the transformative power of the Gospel.

Paula L. McGee is assistant professor of African American church studies at Memphis Theological Seminary. An ordained Baptist preacher, she was a rising figure in the megachurch network before undertaking doctoral studies at Claremont Graduate University.


Book Details

Brand New Theology
The Wal-Martization of T.D. Jakes and the New Black Church
Paula McGee
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Brand New Theology Table of Contents 483 Kb
“McGee should be thanked for a book that calls the entire Christian community to join her in uncomfortable new thinking.”
“T.D. Jakes becomes a prism through which to understand the intersection among the New Black church, its overwhelmingly female audience, and religious commercialism. To see this work as solely as about the Black Church, however, is to miss the point. Within this context, the consumer ideology of individual gains eclipses the community and the fight for social justice--and this affects us all.”
“McGee provides a clear and compelling look at the New Black Church for those who want to understand the corporate branding in prosperity gospel churches, their theologies, and the struggle between ministry and business.”
Paula L. McGee has written the definitive book on the most important development in contemporary Christendom. Her brilliant and powerful analysis of the Walmartization of present-day religion, especially in Black America, is a courageous and compassionate cry of the heart motivated by deep love. This scholarly work is profoundly prophetic. And it is an instant classic!
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