Jump to ContentJump to Main Navigation
Guaranteed PureThe Moody Bible Institute, Business, and the Making of Modern Evangelicalism$
Users without a subscription are not able to see the full content.

Timothy Gloege

Print publication date: 2015

Print ISBN-13: 9781469621012

Published to North Carolina Scholarship Online: January 2016

DOI: 10.5149/northcarolina/9781469621012.001.0001

Show Summary Details
Page of

PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 21 October 2019

A Consuming Faith

A Consuming Faith

Chapter:
(p.138) Six A Consuming Faith
Source:
Guaranteed Pure
Author(s):

Timothy E. W. Gloege

Publisher:
University of North Carolina Press
DOI:10.5149/northcarolina/9781469621012.003.0006

This chapter charts the key pivot by corporate evangelicals at the Moody Bible Institute (MBI), from religious identities rooted in Christian work to consumer identities branded as “pure religion.” Evangelicals at the MBI had forged a consuming faith from the ideological overlap between modern consumer capitalism and religion—both advertisers and evangelists were tackling the same problem of individual human choice, after all, and both groups welcomed any art or science that gave them an advantage. The ideas that had been lifted from marketing and advertising strategies helped transition evangelicals from Moody's conviction that an authentic faith produced Christian workers to a new ideal embodied by the savvy consumer—a believer who rightly judged and appropriated correct belief and practice from the options in the religious marketplace.

Keywords:   pure religion, Christian workers, authentic faith, modern consumer capitalism, religion, advertising, marketing

North Carolina Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .