Please note: In order to keep Hive up to date and provide users with the best features, we are no longer able to fully support Internet Explorer. The site is still available to you, however some sections of the site may appear broken. We would encourage you to move to a more modern browser like Firefox, Edge or Chrome in order to experience the site fully.

Supporting your high street Find out how »
Repackaging Christianity : Alpha and the building of a global brand, Hardback Book

Repackaging Christianity : Alpha and the building of a global brand Hardback

Hardback

In Stock - usually despatched within 24 hours

Description

The story of Alpha is of major significance for understanding the place of religious faith in the modern world, but that story has never been told - until now. Since its launch in 1993, the Alpha movement has evolved from 'supper party evangelism' in the Kensington suburbs into a global brand of Christian outreach.

Today, over a million people attend Alpha every year, but the history of its rise to popularity has never been documented.

What caused such spiritual renewal in an age of scepticism? And what propelled Alpha into a phenomenon that is recognised across the globe?Alpha is far more than an introductory course to Christianity.

At the core of its brand identity is a 'repackaging' of the Christian message for contemporary audiences.

Innovation and cultural adaptability are built into Alpha's DNA, one of the chief reasons for its longevity and influence.

Nimbly utilising the multimedia and digital revolutions, it has contextualised into cultures and languages across the planet. And led by charismatic, savvy individuals, it has attracted people from across the social spectrum, making waves in national media. Andrew Atherstone leaves no stone unturned as he presents this fascinating history.

With exclusive access to original archives, Atherstone recounts the miraculous stories of HTB's early years, the first full account of Nicky Gumbel's conversion, and the strategic decisions that launched Alpha onto the global stage of Christian influence.

With sharp historical analysis, Andrew Atherstone uncovers the story of Christian resurgence in our contemporary age.

Information

Other Formats

Save 9%

£22.00

£19.99

In Stock - usually despatched within 24 hours
Add to Basket
Sign in to add to wishlist
 
Free Home Delivery

on all orders

 
Pick up orders

from local bookshops

Information