Evangelical Bibles marketed to teens are product-segmented by traditional gender roles

Evidence

DaySpring Christian cards specialize in pastel-themed greeting cards for women, and they’ve also developed a Duck Dynasty product line marketed to men. Nelson Bibles publishes “Biblezines” for teenagers that contain the text of the Old or New Testament along with “Christian lifestyle advice” for boys and girls. Emblazoned against an image of horsemen riding into battle, the boys’ version urges boys to “Fight the Fight” and boasts of stories about “Epic battles of the Old Testament” and “Men of the Sword: How Unstoppable Warriors Got So Awesome.” The girls’ New Testament (with pretty, smiling girls on the cover) provides a list of “beauty secrets,” advice and quizzes on topics like “Are You Dating a Godly Guy?” and a “Guys Speak Out” section so girls can hear what young men have to say “on tons of important issues.” — Kristin Kobes Du Mez, Jesus and John Wayne, 674

Categorization

• ADDENDUM: Directly extends the ‘Grafting & Growth’ essay’s interest in material culture and identity formation through goods — here, how a religious tradition transmits itself through gendered consumer products.
• XREF: Connects to the reader’s knowledge of consumer-culture-driven identity formation from communication theory and cultural studies chapters; gendered market segmentation echoes the separate-spheres merchandising of the Victorian era.