Publishing,Celebrity, and the Globalisation of Conservative Protestantism

Christian bookshops and publishers are helping to create an international conservative Protestant movement that brings together Charismatic and Evangelical Christians. This is in part because the power of many conservative Protestant leaders and teachers is derived from their popular appeal, which can be compared with the affective power of celebrity. This celebrity power is linked with publishing and today prominent individuals in conservative Protestantism act as brand names for the Christian publishing industry. Through this branding, books can be produced more easily in the form of series and often books are carefully worded to appeal to wider readerships. Branded series of books are also used to connect members of a mega-church to their pastor and to promote their pastor internationally.