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Selling the Old-time Religion - American Fundamentalists and Mass Culture, 1920-1940 (Hardcover)
Loot Price: R1,126
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Selling the Old-time Religion - American Fundamentalists and Mass Culture, 1920-1940 (Hardcover)
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A cultural history of fundamentalism's formative decades;
Protestant fundamentalists have always allied themselves with
conservative politics and stood against liberal theology and
evolution From the start, however, their relationship with mass
culture has been complex and ambivalent Selling the Old-Time
Religion tells how the first generation of fundamentalists embraced
the modern business and entertainment techniques of marketing
advertising, drama, film, radio, and publishing to spread the
gospel Selectively, and with more sophistlcation than has been
accorded to them, fundamentalists adapted to the consumer society
and popular culture with the accompanying values of materialism and
immediate gratification. Selling the Old-Time Religion is written
by a fundamentalist who is based at the country's foremost
fundamentalist institution of higher education. It is a candid and
remarkable piece of self-scrutiny that reveals the movement's first
encounters with some of the media methods it now wields with
well-documented virtuosity. Douglas Carl Abrams draws extensively
on sermons, popular journals, and educational archives to reveal
the attitudes and actions of the fundamental leadership and the
laity. Abrams discusses how fundamentalists' outlook toward
contemporary trends and events shifted from aloofiness to
engagement as they moved inward from the margins of American
culture and began to weigh in on the day's issues - from jazz to
""flappers"" - in large numbers. Fundamentalists in the 1920s and
1930s ""were willing to compromise certain traditions that defined
the movement, such as premillennialism, holiness, and defense of
the faith,"" Abrams concludes, ""but their flexibility with forms
of consumption and pleasure strengthened their evangelistic
emphasis, perhaps the movement's core."" Contrary to the myth of
fundamentalism's demise after the Scopes Trial, the movement's uses
of mass culture help explain their success in the decades following
it. In the end fundamentalists imitated mass culture not to be like
the world but to evangelize it.
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