‘establishment Bible’, with ‘impeccable social and intellectual creden-
tials’
18
is now fragmented into several splinter Bibles, and, far worse, it
has become part of the entertainment industry. Endless endeavours to
bring the Bible to target-specific audiences have resulted in what David
Clines calls ‘marketization of the Bible’. Holy Writ is now seen as a
commodity to be packaged as ‘infotainment’.
19
Supreme examples of
niche Bibles are: the Canongate Bible, The Scroll: The Tabloid Bible,
The Street Bible, and Revolve, the teenage Bible. While the first three aim
at a secularized post-Christian British clientele, the last one targets a
narrowly defined Christian readership in America.
20
The Canongate Bible was the idea of the Edinburgh publisher who
brought out individual books of the King James Version with an
introduction by a leading cultural or literary luminary. For instance,
the pop star Bono wrote an introduction to the book of Psalms and
the novelist P. D. James provided the preamble to the Acts of the
Apostles.
21
Nick Page’s The Scroll: The Tabloid Bible recasts the biblical
material in a racy, sensational and easy-to-read sound-bite style. This
introduces the peccadilloes of David with the words: ‘David – The
Adultery, Rape, and Incest Years will be published next week, with a
10-page pull out supplement on Ten Great Slappers of Israel. As ever –
dignity is our key word’.
22
The Street Bible is the work of Rob Lacey, a media personality, and is
aimed at urban audiences.
23
It is structured as a website format and the
epistles are in the form of emails. For instance, Paul’s First Letter to the
Corinthians begins:
(Email No. 2. – No. 1 got wiped)
From : paul.benson@teammail.org
18 Harry S. Stout, ‘Word and Order in Colonial New England’, in The Bible in America: Essays in
Cultural History, ed. Nathan O. Hatch and Mark A. Noll (New York, Oxford University Press,
1982), p. 25.
19 David Clines, ‘Biblical Studies at the Millennium’, Religious Studies News 14:4 (1999), p. 9.
20 For the Bibles produced and marketed mainly for Christian audiences in America, see Mark
Fackler, ‘The Second Coming of Holy Writ: Niche Bibles and the Manufacture of Market
Segments’, in New Paradigms for Bible Study: The Bible in the Third Millennium, ed. Robert
Fowler, Edith Blumhofer and Fernando F. Segovia (New York, T. & T. Clark International,
2004), pp. 71–88.
21 For a detailed analysis of the Canongate Bible, see R. S . Sugirtharajah, Postcolonial
Reconfigurations: An Alternative Way of Reading the Bible and Doing Theology (London, SCM
Press, 2003), pp. 51–73; American edition: Chalice Press.
22 Nick Page, The Scroll: The Tabloid Bible (London, Harper Collins Publishers, 1998), p. 76.
23 Rob Lacey, The Street Bible (Grand Rapids, Zondervan, 2003).
228 The Bible and Empire