Publishing in advance of the Reformation's 500th anniversary, Brand Luther fuses the history of religion, of printing, and of capitalism-the literal marketplace of ideas-into one enthralling story, revolutionizing our understanding of one of the pivotal figures and eras in human history.
Andrew Pettegree is Professor of Modern History at the University of St Andrews, where he was the founding director of the St. Andrews Reformation Studies Institute. He is the author of a number of books on the Reformation and the history of communication, including Reformation and the Culture of Persuasion, The Book in the Renaissance, which was a New York Times Notable Book of 2010, and The Invention of News. In 2015 The Invention of News won the Goldsmith Prize of the John F. Kennedy School of Government at Harvard University. He lives in Fife, Scotland.
"A perceptive study of Luther's ideas and the rise of a new print culture in Europe.... some regard [Luther] as the man who opened the floodgates of modernity, as a very modern man.... Mr. Pettegree does not attempt an explicit comparison, but the name that comes to mind is Steve Jobs, a person who transformed an industry and created his own brand in doing so." --The Wall Street Journal
"Insightful and fresh....an important story told with careful
scholarship and elegant writing."-- National Catholic
Reporter "There is very little serious academic work that
explicitly explores the role of printing in the rise of
Protestantism. Brand Luther fills that gap. It is an
insightful and highly scholarly book but it's very readable at the
same time. It is a well-researched book that provides deep analysis
of the rise of Protestantism. It should be on university
curriculums for history. It is a must-read for everyone interested
in the history of Europe and religion. Pettegree's scholarship is
unmatched in its insight, scholarly value, and authority."--The
Washington Book Review "A remarkable story, thoroughly
researched and clearly told, and one sure to change the way we
think about the early Reformation."--Washington Post
"Pettegree expertly guides us through Luther's years and
achievements.... Most of all, though, Pettegree deserves credit for
his fresh slant on the Reformation and his dynamic
storytelling....And as this absorbing and illuminating book capably
shows, after Luther, print and public communication--and indeed,
religion--would never be the same again."--Weekly Standard
"Pettegree...shines light on an overlooked talent of [the
Reformation's] main progenitor...Brand Luther shows how
Wittenberg's most famous son took keen interest not only in the
content of his books, but also in how they were manufactured,
designed, and marketed."--Christianity Today "Pettegree
admirably presents Luther, warts and all. But in the final
analysis, he asks whether printing created Luther and the
Protestant Reformation or Luther created mass media through his
shrewd manipulation and adaptation of the printing industry to his
specific needs. This book argues both--it's hard to separate one
from the other since the rising success of printing as well as
Protestantism seemed to go hand in hand. Well researched and well
written, this essential book is for anyone remotely interested in
Luther or early modern technology." -Library Journal Well
researched and well written, this essential book is for anyone
remotely interested in Luther or early modern technology.--Sandra
Collins, Byzantine Catholic Seminary Lib., Pittsburgh "A cogent and
authoritative overview of Martin Luther (1483-1546) and of the
burgeoning printing industry that disseminated his ideas....An
informative history of a man of 'adamantine strengths and...very
human weaknesses' who incited a theological revolution."-
Kirkus "Authoritative and beautifully written, Pettegree's
book provides a radical take on a revolutionary figure."- Bruce
Gordon, Yale Divinity School, author of Calvin "Andrew
Pettegree draws on a lifetime's scholarly engagement with the
history of the book to offer us a fresh way of looking at Luther
and his times. Of all the many new books which will commemorate the
momentous events of 1517, this will be one of the most original:
not just a biography of Martin Luther, but a study which uses the
printing industry as a lens through which to view his extraordinary
achievement as writer and inspiration of the movement which
reshaped European religion."-Diarmaid MacCulloch, author of The
Reformation: A History and Christianity: The First Three
Thousand Years "This perceptive and engaging analysis of the
German Reformation highlights the fruitful interweaving of Martin
Luther's skills as a preacher, writer, and publicist and the
burgeoning printing industry. Pettegree's lucid and persuasive
account offers unparalleled insight into this outstanding early
modern example of effective use of communication techniques that
allowed Luther's message to take hold."-Karin Maag, Professor of
History and Director, H. Henry Meeter Center for Calvin Studies,
Calvin College and English editor and translator of The
Reformation and the Book "Andrew Pettegree brings his expert
knowledge of the sixteenth-century book business to bear on the old
crux of 'printing and the Reformation.' Many images of Luther will
appear in the next few years, and this one is particularly
intriguing. Pettegree's Luther understood the importance of the new
medium and the new format in which his message was expressed. He
was not an artless voice declaiming against the whirlwind, as he
sometimes portrayed himself. Rather he was an astute publicist for
a message that he firmly believed was much greater than
himself."-Euan Cameron, Union Theological Seminary; author of
The European Reformation "Brand Luther is an
important recasting of the history of Martin Luther and the rise of
the German Reformation. Without reducing the role of religious
ideas or the power of personal faith, Andrew Pettegree demonstrates
how Luther was able to harness and exploit the emerging power of
print in order to broadcast his message of religious reform and
ultimately bring about a transformation of European Christianity.
Pettegree tells both sides of the story with equal vigour and
understanding, moving between Luther the reformer, the relentless
weaver of words, and the emerging forms of early modern media. The
result is a book that does not just commemorate the Reformation but
helps us to view its history in a completely different way."-C.
Scott Dixon, author of Protestants: A History from Wittenberg to
Pennsylvania "Brand Luther tells two tales. The first is
an engaging biography of the German reformer Martin Luther. The
second is a stimulating account of the first time the printing
press helped shape a mass movement. Andrew Pettegree deftly
combines these two stories to show how an abstract academic dispute
grew into the Reformation that divided western Christendom. This is
history-writing at its best!"-Dr. Amy Nelson Burnett, Paula and
D.B. Varner Professor of History, University of Nebraska-Lincoln
"Andrew Pettegree's Brand Luther brings new excitement and
insight to the persistent question of why Martin Luther's calls for
reform revolutionized western Christianity when earlier critiques
had not. Drawing on his deep knowledge of the Protestant
Reformation and the early modern printing industry, Pettegree has
crafted a compelling narrative that conveys the excitement, chaos,
and uncertainty of the first decades of the Protestant Reformation.
In Pettegree's incisive telling, the Reformation is just as
crucially a "commercial revolution" as a theological one. He
presents Luther as an innovative, forward-thinking mover of the
print industry whose mastery of the new medium of print transformed
both Christianity and the business of printing. Pettegree places
the interactions among Luther, the emerging print industry, and the
economic development of the city of Wittenberg at the center of the
Reformation drama, returning a sense of suspense to a well-known
story and emphasizing the fact that Luther's success and
long-lasting influence was never a foregone conclusion."-Karen E.
Spierling, editor, Calvin and the Book: The Evolution of the
Printed Word in Reformed Protestantism
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