The Commercial Church: Black Churches and the New Religious Marketplace in America

Mary Hinton is perhaps the first to articulate a theology of religious education operative in two specific black mega church ministries that are antithetical to prophetic dimensions associated with the historical black church. The richness of this book is in Hinton's analysis, which is informed by extensive ethnographic research. She places herself squarely within the black church tradition, but writes with an awareness of dialectical tensions that inform her critique of T. D. Jake's Potter House and Creflo Dollar's World Changers International. Thanks to Hinton's interpretation of this cultural phenomenon, I understand more fully how a commercialization of the church can contribute to a devaluation of religious education.

Hinton skillfully analyzes the mega church phenomenon and its divergent relationship with the rich theological and educational wisdom of the historic black church tradition. Arguably one of the most significant studies in African American religious education today, her groundbreaking work is bound to inspire new avenues of investigation for contemporary religious education theory and practice.

This volume by Hinton (Misericordia Univ.) on two black megachurches is a very important contribution to the literature and theology of black religious education. In this ethnographic study of T. D. Jake's Potter's House and Creflo Dollar's World Changers Church International, Hinton focuses on the goals stated in the literature of the churches and on some structural components of the corporate bureaucracy and entrepreneurial style of these two CEOs and their organizations (hence the title The Commercial Church). Hinton's original contribution is less in the study of these megachurches and more in the theories and theology that undergird her focus on religious education. Her ethnographic approach does not include interviews with Jakes and Dollar, or with any church members, e.g., those in the small group meetings that provide the intimate space for megachurches. Her analysis of religious education largely focuses on the prosperity gospel sermons these two leaders preached. She finds that they lack the prophetic tradition of historic black churches. The value of this study is in the clear, concise summaries of the literature in the areas of biblical literature, religious education, theology, and megachurches. Summing Up: Recommended. Upper-level undergraduates through researchers/faculty.