Church Advertising, Public Relations and Marketing in Twentieth-Century America: Retailing Religion

This book explores the complex relationship between religion and business in twentieth-century America, following the local church's adoption of advertising, public relations, and marketing methods to compete in the modern marketplace.

Format: Hardback
Length: 391 pages
Publication date: 15 December 2022
Publisher: Springer International Publishing AG

This captivating book delves into the intricate interplay between religion and business in twentieth-century America, offering a profound exploration of the challenges and complexities that emerged as Christianity's most fundamental institution, the local church, sought to navigate the competitive marketplace. Through a compelling narrative, the author traces the journey of these sacred promoters, as well as their critics, as they navigated a delicate balance between divinely inspired principles and the demands of consumers. Set against an animated and contentious battleground, John C. Hardin delves into the landscape of selling religion in America, shedding light on its evolution over the course of the twentieth century.

The book begins by examining the historical roots of the relationship between religion and business, highlighting the ways in which religious institutions have traditionally been exempt from certain economic regulations and practices. However, as the twentieth century progressed, the commercialization of religion began to take hold, with churches adopting the advertising, public relations, and marketing methods of business to attract and retain parishioners. This shift brought about both positive and negative consequences, as churches sought to modernize their operations and reach a wider audience while also facing criticism for compromising their moral and ethical values.

One of the central themes of the book is the role of advertising and public relations in selling religion. Churches have increasingly relied on these strategies to promote their services and message, using print media, radio, television, and the internet to reach a broader audience. However, the author argues that this commercialization of religion has led to a dilution of its sacredness and a commodification of its message. Churches have been accused of using emotional appeals and persuasive techniques to manipulate their parishioners, rather than relying on genuine spiritual experiences and teachings.

At the same time, the book also explores the criticisms leveled against the commercialization of religion. Some critics argue that it undermines the integrity of religious institutions and promotes consumerism and materialism. They argue that churches should focus on their core mission of spreading the gospel and providing spiritual guidance, rather than engaging in commercial activities that may be seen as exploitative or manipulative.

Another important aspect of the book is the debate over the role of religion in the modern marketplace. While some argue that religion can provide a unique value proposition to businesses, offering a sense of purpose and moral guidance, others argue that it can be a source of conflict and division. Churches have been accused of using their influence to promote policies that benefit their own interests, rather than those of their parishioners or the broader community.

Throughout the book, Hardin employs a nuanced and empathetic approach to exploring the complex relationship between religion and business. He draws on a wide range of sources, including historical documents, interviews with religious leaders, and academic research, to provide a comprehensive and balanced account of the topic. The author's writing is clear and accessible, making it suitable for both academic scholars and general readers interested in understanding the role of religion in contemporary society.

In conclusion, this book offers a thought-provoking and insightful exploration of the complex relationship between religion and business in twentieth-century America. By examining the challenges and compromises that emerged as the local church sought to navigate the competitive marketplace, the author provides a valuable contribution to the ongoing debate over the role of religion in contemporary society. Through a nuanced and empathetic approach, Hardin offers a comprehensive and balanced account of the topic, making it an essential read for anyone interested in understanding the dynamics of this important relationship.

Weight: 657g
Dimension: 210 x 148 (mm)
ISBN-13: 9783031130434
Edition number: 1st ed. 2022