Not so long ago religion was a personal matter that was seldom discussed in public. No longer. Today religion is everywhere, from books to movies to television to the internet — to say nothing about politics. Now religion is marketed and advertised like any other product or service. How did this happen? And what does it mean for religion and for our culture?.

Just as we shop for goods and services, we shop for church. A couple of generations ago Americans remained in the faith they were born into. Today, many Americans change their denomination or religion, sometimes several times. Churches that know how to appeal to those shopping for God are thriving. Think megachurches. Churches that don't know how to do this or don't bother are fading away. Think mainline Protestant churches.

Religion is now celebrated and shown off like a fashion accessory. We can wear our religious affiliation like a designer logo. But, says James Twitchell, this isn't because Americans are undergoing another Great Awakening; rather, it's a sign that religion providers — that is, churches — have learned how to market themselves. There is more competition among churches than ever in our history. Filling the pew is an exercise in salesmanship, and as with any marketing campaign, it requires establishing a brand identity. Successful pastors ("pastorpreneurs," Twitchell calls them) know how to speak the language of Madison Avenue as well as the language of the Bible. In his witty, engaging book Shopping for God, Twitchell describes his own experiences trying out different churches to discover who knows how to "do church" well. He takes readers into the land of karaoke Christianity, where old-style contemplative sedate religion has been transformed into a public, interactive event with giant-screen televisions, generic iconography (when there is any at all), and ample parking. Rarely has America's religious culture been examined so perceptively and so entertainingly. Shopping for God does for religion what Fast Food Nation has done for food.

If what you're selling is growth, that every day in every way they're getting bigger, what happens when you go to church and see, hey, this place is not growing, it's going in reverse? Churches used to get around this because 'brand switching' didn't occur. But now churches have entered that world where consumers are free to go wherever they want to go. — Jim Twitchell

Shopping for God: How Christianity Went from In Your Heart to In Your Face University of Florida English and advertising professor Jim Twitchell takes an acerbic look at the rise of megachurches in the US. This is not a book about God. Turn back now if that's what you're after. Save your time, money, and perhaps your temper. This book is not about belief, or spirituality, or the yearning for transcendence. Don't get me wrong: those are truly important matters. Rather, Shopping for God is about how some humans — modern-day Christians, to be exact — go about the process of consuming — of buying and selling, if you will — the religious experience. This book is about what happens when there is a free market in religious products, more commonly called beliefs. Essentially, how are the sensations of these beliefs generated, marketed, and consumed? Who pays? How much? And how come the markets are so roiled up right now in the United States? Or have they always been that way. USA UK Canada

In his new book Guy Harrison details such reasons for god-belief as the obviousness of God, "playing it safe," the fear of hell, that belief in gods brings genuine happiness and comforts, and the fact that so many people are religious. 50 Reasons People Give For Believing In A God

Rick Warren's The Purpose Driven Life has sold more than 25 million copies and been translated into dozens of languages. Until now, its premises have gone largely unchallenged by mainstream Christians. Former Baptist pastor Robert Price offers the first parody and critique of Warren's bestseller. The Reason Driven Life: What Am I Here on Earth For?

Nearly two decades ago Hank Hanegraaff's award-winning study alerted the world to the dangers of a cultic movement within Christianity that threatened to undermine the very foundation of the faith. But in the 21st century, are there new dangers — new teachers who threaten to do more damage than the last? Christianity In Crisis: The 21st Century

Christianity is based on the stories and claims of the Bible. If the Bible is not largely accurate history, then Christianity has no foundation. Thus, either the Bible is dependable, historical truth or Christianity is just superstitious mumbo-jumbo. The Bible: Primitive Nonsense?

Buses with the slogan "There's probably no God" will soon be running on the streets of London. The posters are the idea of the British Humanist Association and have been supported by prominent atheist Richard Dawkins, bestselling author of The God Delusion. Atheist Bus Campaign