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God's AgentsBiblical Publicity in Contemporary England$
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Matthew Engelke

Print publication date: 2013

Print ISBN-13: 9780520280465

Published to California Scholarship Online: May 2014

DOI: 10.1525/california/9780520280465.001.0001

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The Semiotics of Relevance

The Semiotics of Relevance

Campaigning to Culture

Chapter:
(p.64) Chapter 2 The Semiotics of Relevance
Source:
God's Agents
Author(s):

Matthew Engelke

Publisher:
University of California Press
DOI:10.1525/california/9780520280465.003.0003

Chapter 2 focuses on an advertising campaign in Greater Manchester—mounted on roadside billboards, bus stop shelters, tram cars, taxis, and even beer mats—through which the Bible Society hoped to convince the general public that the Bible is relevant to the cares and concerns of modern life. In this project a revelatory message was made secondary to a “cultural” one; it is in this chapter that the advocacy team’s invocation of the church/culture divide is most evident. The project shows us how secularity gets configured as part of a Christian project of engagement and renewal.

Keywords:   religion and media, religion and the market, Christianity and culture, semiotics

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