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Guaranteed PureThe Moody Bible Institute, Business, and the Making of Modern Evangelicalism$
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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

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PRINTED FROM UNIVERSITY OF NORTH CAROLINA PRESS SCHOLARSHIP ONLINE (www.northcarolina.universitypressscholarship.com). (c) Copyright University of North Carolina Press, 2021. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in NCSO for personal use.date: 16 September 2021

A Consuming Faith

A Consuming Faith

(p.138) Six A Consuming Faith
Guaranteed Pure

Timothy E. W. Gloege

University of North Carolina Press

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

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