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I may make a few enemies here among folks who perceive what I'm saying as an attack on contemporary religion, but I never quite understood why otherwise-intelligent human beings don't see through this whole "evangelical wealth-building" movement. After all, from a marketing standpoint, what better shtick could there be than to make people feel comfortable about their more venal inclinations--and yes, to even make them believe that they're doing the Lord's work in the bargain! Take a guy like Joel (Your Best Life Now) Osteen, who, on the heels of his book's phenomenal success, moved his Lakewood Church congregation into what used to be known as Compaq Center, heretofore the home of the Houston Rockets NBA team. Osteen, as portrayed in the New York Times article linked above, feels no qualms about his rapidly compounding fortune or the hedonistic nature of his overtures to his ever-burgeoning flock. Though he tells Times writer Ralph Blumenthal that he's "never done it for the money," he goes on to explain his success thusly: "I believe it's God rewarding you."
Now that sounds harmless enough on the surface. It even sounds, well, uplifting. And it's really nothing all that new. In more traditional religious outreaches, proponents of tithing (giving a tenth of your earnings to your church) long have argued that givers will be rewarded financially for their Christian charity. Which, to my mind, raises a whole other set of questions of the sort that devout types tell you "you're not supposed to ask"--like, say, If God is going to reward you for tithing by giving you back your money anyway, then why does He force you to go through the whole circuitous exercise as a way of funding your church? Why not just let people of good intentions keep the money they have and "cause" the church to get the money it needs by simply "making it so"? For that matter, if tithers truly believe that they're going to get their money back and then some, how much of a sacrifice is it for them to tithe in the first place? But I guess such inquiries are best left to RELIGIONblog.
My more immediate point here is the uneasy parallels alert readers will see to that oft-debunked Tommy Lasorda credo about how "the guy who wins is the guy who wants it the most." Osteen appears to be saying--and how can his remarks be read differently?--that if he (meaning Osteen, not God) is successful, it's because He (meaning God, not Osteen) is rewarding him (Osteen) for doing His (God's) work. This in turn also implies that if you, average Jill or Joe, aren't successful, it must be because God doesn't think you're worthy of it: You're not doing His work. This would seem to be an unflinching (and very un-Jesus-like) indictment of poor people everywhere. Wouldn't it?
The good preacher never troubles himself with such matters. Osteen is one of America's most tireless advocates of "a prosperous mindset" and seeking "the premier spot" in life's figurative parking lot. At the same time, he pointedly avoids--as Blumenthal writes--"the darker themes of sin, suffering and self-denial," which is to say, those unpleasantries long associated with religions in which parisioners are actually expected to meet certain standards of behavior and self-sacrifice. Because let's face it--who wants to attend a church where the pastor composes long lists of things you have to deny yourself or should beat yourself up about? God just wants you to have that premier parking spot! Just as God clearly wants you to keep buying Osteen's books.
Speaking of which, he (Osteen, not God) is working on a new one. He's putting it together with "some material I haven't used, stuff on relationships," he tells Blumenthal. (You wonder if, somewhere, Dr. Phil and John Gray are quaking in their secular boots.) The precise terms of the deal haven't been disclosed, but industry sources speculate that Osteen could walk away with more than the $10 million Bill Clinton got for his memoir. A very nice parking spot indeed.
As previously noted in SHAMblog, much the same could be said of Mark "Chicken Soup" Hansen and his growing stable of mainstream thinkalikes. By including the word enlightened in the subtitle of his books, and making regular rhetorical nods to the concept, Hansen and partner Robert Allen manage to remove the fundamental* tackiness from aspiring to be the next Donald Trump, bathing the shameless pursuit of riches in a philanthropic, quasi-spiritual glow.
* no pun intended.
Comparing this to the orginal, one can clearly see the changes that have been made, and also what my publisher, in its infinite wisdom, is out to accomplish in sales-hook terms:
Apparently we're now going after that segment of the marketplace that abhors deep red but gets all weak-kneed over anything orange, especially when one also puts a blue-green background behind an egg....
I'd originally hoped to enrich 









