McGee, “Brand New Theology”

McGee, Paula L.  2016. Brand® New Theology: The Wal-Martization of T.D. Jakes and the New Black Church. Maryknoll, NY: Orbis Books.

Publisher’s Description: 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.