The Future of Branded Living Space: Megachurch as Minitown
The allure of linking cultural aspiration with living space has always informed community. When you look at most utopian experiments you see they are usually informed by some metaphysical plan, some religious program. After all, this country was founded by Puritans who were trying to link otherworld belief with this-world reality. The City on the Hill was going to be built around Christian apocalyptic vision. So when one of the lower denominations of Protestantism decides to brand living space as with Jim and Tammy Bakker's Heritage USA (at one time the third most visited U.S. tourist attraction, behind Disneyland and Disney World) or Jerry Falwell's Liberty University (to "challenge Harvard in academics and Notre Dame in athletics"), they are squarely in the tradition of our forefathers, although we may be loath to admit it.
The megachurch is at this intersection between sacred and profane. It inspires reverence, awe, and commitment and at the same time it attempts to generate a mimic of vi ... read full excerpt from Branded Nation: The Marketing of Megachurch, College Inc., and Museumworld ebook
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