Cristina Rocha, "Cool Christianity: The Fashion-Celebrity-Megachurch Industrial Complex", In Material Religion, 2021 https://doi.org/10.1080/17432200.2021.1996942

Presentation

In this article, the author analyzes the ways in which fashion, megachurches, and celebrity and youth cultures coalesce in the 21st century, giving rise to the phenomenon of “Cool Christianity.” She contends that this repackaged Christianity, directed at the middle-class Millennials and Generation Z, is created not only by megachurches in a bid to attract new generations, as it is usually argued. It is also produced by celebrities, the fashion industry, and young Christian entrepreneurs. Cristina Rocha argues that this assemblage of different elements generates a “Fashion-Celebrity-Megachurch industrial complex” that makes Christianity attractive to middle-class youth who do not find a home in more conservative churches that reject youth cultures

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