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Florida State University Libraries Electronic Theses, Treatises and Dissertations The Graduate School 2009 Traveling Light: Max Lucado and the Power of Sentimentality in American Evangelicalism Todd M. Brenneman Follow this and additional works at the FSU Digital Library. For more information, please contact [email protected] THE FLORIDA STATE UNIVERSITY COLLEGE OF ARTS AND SCIENCES TRAVELING LIGHT: MAX LUCADO AND THE POWER OF SENTIMENTALITY IN AMERICAN EVANGELICALISM By TODD M. BRENNEMAN A Dissertation submitted to the Department of Religion in partial fulfillment of the requirements for the degree of Doctor of Philosophy Degree Awarded: Fall Semester, 2009 Copyright © 2009 Todd M. Brenneman All Rights Reserved The members of the committee approve the dissertation of Todd M. Brenneman defended on September 11, 2009. __________________________________ Amanda Porterfield Professor Directing Dissertation ___________________________________ Kristie Fleckenstein University Representative __________________________________ John Corrigan Committee Member __________________________________ Amy Koehlinger Committee Member Approved: _____________________________________ John Corrigan, Chair, Department of Religion The Graduate School has verified and approved the above-named committee members. ii This dissertation is dedicated to Mae March Pamela Brenneman Jennifer Brenneman and Chloe Brenneman four generations of women who have taught me much about religion and about God iii ACKNOWLEDGEMENTS I have often tried to encourage my students to recognize that scholarship is a collective enterprise. Not only do we build on the works of other scholars who we may never personally meet, but there are so many who touch our scholarship in sometimes less tangible ways. I am extremely grateful to everyone who has touched my life and my scholarship and helped me to be a better scholar of religion. There have been many of my fellow graduate students who have helped me think through my understanding of Max Lucado. Gene Mills, Katie Hladky, Howell Williams, Barton Price and Shawntel Ensminger have offered sources and constructive criticism at various points and in various forums as I have worked through some of the research that forms the foundation of this work. My committee has been extremely helpful not only in this project but in others as well. Kristie Fleckenstein welcomed a student from a religion department into her English department class and was very encouraging as I plodded through rhetorical theory and applying it to my field. She was always welcoming of my insight and always insightful into ways that rhetorical theory could help me understand religious thought. John Corrigan has persuaded me (explicitly and implicitly) to continue to push my writing and make it better. His work is a model I aspire to both in the depth of scholarship and the breadth of knowledge. Amy Koehlinger has never stopped making me feel like I have something to offer the field of religious studies. From the moment I arrived in Tallahassee, she has always had a kind word and a gentle grace. Her compassion and concern for students combined with her outstanding scholarship is a model for the type of instructor I want to be. Plus she was extremely helpful in providing food and other baby goods after Chloe‘s birth, making those first few days easier. Amanda Porterfield has been the archetype of an excellent dissertation advisor. From the moment I first started investigating the work of Max Lucado in her twentieth-century religious thought class, she has consistently seen the potential of this work and has constantly pushed me to dig deeper and develop my analysis. My parents provided support both verbally and financially when I needed it. They have always been encouraging of whatever it is I want to do. Their belief in me and my abilities gives me strength. My in-laws have also been very supportive. They provided iv babysitting help and a place to get away so I could finish the final chapters of the dissertation and prepare it for defense. That time allowed me to focus my thoughts while pushing this work to completion. Jeff James, sports marketing professor and (more importantly) friend, provided help with sources for the marketing chapter but also acted as surrogate advisor when I need him to be. His insight and encouragement was just as valuable as if he had been on my committee. Chloe is a dissertation baby. She was born just as I was finishing the first draft of chapter one. She has provided distraction from this work, slowing it down, but she has also provided distraction when I just needed to step back. Her beautiful smile reminded me of life outside a dissertation while also encouraging me to complete it. Having her in my life provides a balance that I know I need. I do not have words enough to express how much Jennifer means to me and my work. She believes in me even when I do not believe in myself. I could not ask for a better partner in life who provides the kind of support I need, even when it is to ask me, ―Aren‘t you supposed to be writing?‖ I am so grateful for everything she does. This dissertation would not have existed without her. And to you the reader . well, we‘ll get to that. v TABLE OF CONTENTS Abstract ................................................................................................ vii INTRODUCTION ..................................................................................... 1 1. GOD‘S IN THE BUSINESS OF GIVING MULLIGANS.................... 22 2. YOU ARE SPECIAL ............................................................................ 60 3. ―NEW YORK TIMES BEST-SELLING AUTHOR‖ .............................. 108 4. GOD‘S REFRIGERATOR .................................................................... 147 EPILOGUE ............................................................................................... 187 NOTES …… ............................................................................................... 205 SELECTED BIBIOGRAPHY ................................................................... 239 BIOGRAPHICAL SKETCH ...................................................................... 253 vi ABSTRACT Although studies of nineteenth-century evangelicalism emphasize the importance of sentimentality, scholars of modern evangelicalism usually overlook it. Instead scholars have tended to focus on the importance of belief or doctrine and have defined evangelicals in terms of a certain set of beliefs that characterize evangelicals as distinct from other Christians. They have also overlooked the prominence of minister and best-selling author Max Lucado. Lucado has written over seventy books and continues to produce works in a variety of media for a variety of audiences. By examining evangelical sentimentality through the writings of Max Lucado, scholars can see how pervasive sentimentality is, particularly in evangelical practice. This dual investigation of Max Lucado and evangelical sentimentality reveals important aspects of modern evangelicalism. Building on a framework of analysis that incorporates the observations of scholars of eighteenth and nineteenth century sentimentality, it becomes apparent that sentimentality is a powerful force in evangelicalism. Evangelicals who deploy sentimental rhetoric rely on it to do a monumental amount of concealing work. Although on the surface sentimental rhetoric appeals to a familial relationship with God, beneath the surface sentimentality relies on grief over the political situation in the United States. It also takes the place of intellectually encountering the world and the challenges evangelicalism faces, particularly from science and critical examinations of the Bible. The selling of sentiment further obscures the constructedness of evangelical authors and how dependent on the market they have become. The political, intellectual, and economic history of evangelicalism has helped create a situation where sentimentality is widespread in evangelical thought and practice, and scholars should be mindful of this aspect of evangelicalism as they continue to write their stories of this religious movement. vii INTRODUCTION JUST IN CASE YOU EVER WONDER: SENTIMENTALITY, EVANGELICALISM IN THE UNITED STATES, AND MAX LUCADO My teenage acquaintances included a handful of Christians, none of whom were cool. One minister‘s daughter passed on beer parties and gossip. As a result, she spent most lunch hours and Friday nights alone. A tennis player came back from summer break with a Bible bumper sticker on his car and a smile on his face. We called him a Jesus freak. But then I went off to college and heard a professor describe a Christ I‘d never seen. A people-loving and death- defeating Christ. A Jesus who made time for the lonely, the losers . a Jesus who died for hypocrites like me. So I signed up. As much as I could, I gave him my heart. --Max Lucado, Cure for the Common Life1 I read my first Max Lucado book when I was sixteen. It was No Wonder They Call Him the Savior, and I had received it as an award at a Bible camp in Pennsylvania. I do not remember much about what I thought about the book at the time, but when I returned to it in my academic study of religion, I was convinced that there was something telling in the work of Max Lucado and was surprised that he was not a part of studies of American evangelicalism. The name Max Lucado is a staple in evangelical popular culture circles. He is a widely-recognized author and his books are omnipresent in Christian bookstores. Why