The Rise of Marketing God, Megachurches

Time was when a religion was something people were born into, grew old with in comfort and died with in glory.

How quaint.

Move over, pastor. Make room for “pastorpreneur.” The Old School church of days gone by has given way to marketing magic. In his latest book, “Shopping for God: How Christianity Went from In Your Heart to In Your Face,” University of Florida English professor James B. Twitchell explains not only how and why it happened but also what it means for America’s churchgoers.

In his book, scheduled for publication Sept. 18, Twitchell examines today’s megachurch movement as well as how today’s religious leaders have used media — from books and movies to radio and blogs — to build a competitive marketplace that rivals the cream of corporate America.

The book, Twitchell says, “has nothing to do with belief. It has to do with the people who deliver the service structure of religion. It’s not surprising that these churches seek ways to differentiate themselves, because what they’re selling are very similar products.”