ABSTRACT
This chapter considers the implications of a distinct form of supply-side Christianity via the Alpha programme, through the relevant recently developed sociological frameworks. It examines the question whether Alpha can be seen as a form of evangelical McDonaldization. One of the most comprehensive ways of understanding McDonaldization is to see it as a natural outcome and extension of Max Weber's model of a bureaucracy. Alpha is a fairly standard product advanced by its well-organized and directed supply-side. With the growth of Alpha it is clear that the programme is moving towards large-scale adoption, even a near monopoly. While there are similar courses to be found, such as Emmaus, none is anywhere near the scale and market penetration of Alpha. Alpha is a learning process for those who have little or no knowledge of the Christian faith. Efficiency is not important in this context because the aim is different: to educate through the means of a simple, standardized programme.
