Brand (R) New Theology : The Wal-Martization of T.D. Jakes and the New Black Church

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.