{"product_id":"selling-the-old-time-religion-american-fundamentalists-and-mass-culture-1920-1940-hardcover","title":"Selling the Old-Time Religion: American Fundamentalists and Mass Culture, 1920-1940 - Hardcover","description":"\u003cp\u003eby \u003cb\u003eDouglas Carl Abrams\u003c\/b\u003e (Author)\u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003cp\u003eThe relationship between Protestant fundamentalists and mass culture is often considered complex and ambiguous. \u003ci\u003eSelling the Old-Time Religion\u003c\/i\u003e examines this relationship and shows 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 sophistication than has been accorded to them, fundamentalists adapted to the consumer society and popular culture with the accompanying values of materialism and immediate gratification, despite the seeming conflict between these values and certain tenets of their religious beliefs. \u003c\/p\u003e\u003cp\u003e\u003c\/p\u003e\u003ci\u003eSelling the Old-Time Religion\u003c\/i\u003e is written by a fundamentalist who is based at the country's foremost fundamentalist institute of higher education. It is a candid and remarkable piece of scholarship that reveals from the inside the movement's first encounters with some of the media methods it now wields with well-documented virtuosity. \u003cp\u003e\u003c\/p\u003eCarl 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 aloofness 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. \u003cp\u003e\u003c\/p\u003eFundamentalists 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.\u003ch3\u003eAuthor Biography\u003c\/h3\u003e\u003cp\u003eDOUGLAS CARL ABRAMS is a professor of history at Bob Jones University. He is author of \u003ci\u003eConservative Constraints: North Carolina and the New Deal\u003c\/i\u003e.\u003c\/p\u003e\u003cdiv\u003e\n\u003cstrong\u003eNumber of Pages:\u003c\/strong\u003e 184\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003eDimensions:\u003c\/strong\u003e 0.74 x 9.38 x 6.38 IN\u003c\/div\u003e\u003cdiv\u003e\n\u003cstrong\u003ePublication Date:\u003c\/strong\u003e September 20, 2001\u003c\/div\u003e","brand":"Books by splitShops","offers":[{"title":"Default Title","offer_id":51757839286560,"sku":"9780820322940","price":76.07,"currency_code":"USD","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0974\/9764\/5344\/files\/9095825454f6abb8e15a7a24731f89ad.webp?v=1780113028","url":"https:\/\/ebocreations.com\/products\/selling-the-old-time-religion-american-fundamentalists-and-mass-culture-1920-1940-hardcover","provider":"The E-Book Oasis LLC","version":"1.0","type":"link"}