Introduction
Introduction
This introductory chapter sets out the book's purpose, namely to explore the extraordinary appeal of five evangelicals who make strong cases to replace Billy Graham as America's leading preacher and evangelist: Paula White, T. D. Jakes, Rick Warren, Joel Osteen, and Brian McLaren. The present study makes the case for sa supply-side analysis of religious vitality, contending that clergy (and their congregations or followers) hold the key to understanding why certain movements thrive while others decline. It argues that religious suppliers thrive in a competitive spiritual marketplace because they are quick, decisive, and flexible in reacting to changing conditions, savvy at packaging and marketing their ministries, and resourceful at offering spiritual rewards that resonate with the existential sneeds and cultural tastes of the public. Religious suppliers carve out a niche in the spiritual marketplace and distinguish their ministries by offering an array of spiritual goods and services that match the tastes and desires of religious consumers.
Keywords: evangelicals, American evangelicalism, Paula White, T. D. Jakes, Rick Warren, Joel Osteen, Brian McLaren
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