In February 1988, Jimmy Swaggart, the world's most watched
televangelist, was caught consorting with a prostitute in New
Orleans. This study examines Swaggart's rhetorical campaign to
salvage his ministry in the aftermath of those actions. By
analyzing his sermons, letters, and magazine articles the work
seeks to discover the rationale that Swaggart offered his doctrinal
community to justify the claim, "I am worthy of forgiveness and
continued support".
Using Stephen Toulmin's model of informal argument as a tool to
unlock the shared worldview of rhetor and audience, this study
argues that Swaggart's overt stance, "I am solely to blame for what
I did", was not the conclusion his primary audience would reach.
Using stories and doctrinal arguments, Swaggart successfully argued
that he was not at fault for his actions, that his actions could
accurately be blamed on other individuals, and that the entire
ordeal would lead to an improved Swaggart. Yet because the
arguments were part of the Pentecostal worldview shared by speaker
and audience, many parts of the arguments were left unspoken. As
such, they were completely missed by many outside observers.
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