Believing Within Business
Believing Within Business
Evangelicalism, Media, and Financial Faith
This chapter reviews and extends prevailing methods of understanding evangelical Christianity and narrating its relationship with business. Traditionally, studies of evangelicalism have approached both evangelicalism and business as distinct spheres of social activity, and they have recounted how evangelicals variously have opposed or embraced business in service of their religious ideals or objectives. Such approaches have presented business primarily as an instrument of faith. By contrast, this chapter presents business as a field of thought and activity within which evangelicalism continually has taken shape. Focusing especially on the evangelical book business in the nineteenth and twentieth centuries, this chapter not only illustrates how evangelical ideas, teachings, and sensibilities have circulated through business initiative but also argues that evangelicals have evangelized on business’s behalf. Over time, evangelical ideals and business strategies have not merely aligned; they often have elided.
Keywords: evangelicalism, Christian publishing, media, business, Dwight Moody, Zondervan Publishing House, securities
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