Eileen Luhr, "Golden States: How California Religion Went from Cautionary Tale to Global Brand" (U California Press, 2024)

Since the beginning of European colonization, the sun-drenched land of California has always attracted dreamers and schemers. Whether it was Spanish missionaries, Russian fur traders, or American argonauts, the myth - or perhaps brand - of California has long been a place here one's wildest dreams can come true. Starting in the late nineteenth century and accelerating in the twentieth, that myth also attracted a wide array of starry eyed spiritualists. In Golden States: How California Religion Went from Cautionary Tale to Global Brand (U California Press, 2024), Cal State Long Beach history professor Eileen Luhr explains how and why this state has been such a haven for utopianists, gurus, and spiritual seekers of all kinds. Explaining the stories of individuals from Katherine Tingley to Emmanual Bronner (of soap fame) to Steve Jobs, Luhr shows how the reputation of California as a haven for deep thinkers and outside the box ideas is both well earned, and was carefully crafted over the course of many strange and wonderful decades.

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