About this item

A revolutionary look at Martin Luther, the Reformation, and the birth of publishing, on the eve of the Reformation's 500th anniversary When Martin Luther posted his "theses" on the door of the Wittenberg church in 1517, protesting corrupt practices, he was virtually unknown. Within months, his ideas spread across Germany, then all of Europe; within years, their author was not just famous, but infamous, responsible for catalyzing the violent wave of religious reform that would come to be known as the Protestant Reformation and engulfing Europe in decades of bloody war. Luther came of age with the printing press, and the path to glory of neither one was obvious to the casual observer of the time. Printing was, and is, a risky business - the questions were how to know how much to print and how to get there before the competition. Pettegree illustrates Luther's great gifts not simply as a theologian, but as a communicator, indeed, as the world's first mass-media figure, its first brand. He recognized in printing the power of pamphlets, written in the colloquial German of everyday people, to win the battle of ideas. But that wasn't enough - not just words, but the medium itself was the message. Fatefully, Luther had a partner in the form of artist and businessman Lucas Cranach, who together with Wittenberg's printers created the distinctive look of Luther's pamphlets. Together, Luther and Cranach created a product that spread like wildfire - it was both incredibly successful and widely imitated. Soon Germany was overwhelmed by a blizzard of pamphlets, with Wittenberg at its heart; the Reformation itself would blaze on for more than a hundred years. 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.



About the Author

Andrew Pettegree

I began my career working on aspects of the European Reformation. My first book was a study of religious refugee communities in the sixteenth century, and since then I have published on the Dutch Revolt, and on the Reformation in Germany, France and England, as well as a general survey history of the sixteenth century. In the last years the focus of my research has shifted towards an interest in the history of communication, and especially the history of the book. I run a research group that in 2011 completed a survey of all books published before1601: the Universal Short Title Catalogue. This work continues with work to incorporate new discoveries and continue the survey into the seventeenth century. In 2010 I published an award-winning study of The Book in the Renaissance, and in 2014 The Invention of News: a study of the birth of a commercial culture of news publication in the four centuries between 1400 and 1800. I return to the Reformation for a study of Luther's media strategy, published in 2015 by Penguin as Brand Luther, 1517, Printing and the Making of the Reformation. I am now engaged in a study of the book world of the seventeenth century Dutch Republic, to be published in 2019 as Trading Books in the Age of Rembrandt. I am the lead editor of two monograph series: the St Andrews Studies in Reformation History, and The Library of the Written Word. In 2012-2015 I served a three year term as Vice-President of the Royal Historical Society. I welcome enquiries from potential postgraduate students working on any aspect of the Reformation or Book History.



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