
"Pedlar in Divinity"
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Whitefield faced a problem similar to that of the new Atlantic merchants: how to reach an ever-expanding audience of anonymous strangers, most of whom he would never see face-to-face. To contact this mass "congregation," Whitefield exploited popular print, especially newspapers. In addition, he turned to a technique later imitated by other evangelists such as Dwight L. Moody, Billy Sunday, and Billy Graham: the deployment of advance publicity teams to advertise his coming presentations. Immersed in commerce themselves, Whitefield's auditors appropriated him as a well-publicized English import. He preached against the excesses and luxuries of the spreading consumer society, but he drew heavily on the new commercialism to explain his mission to himself and to his transatlantic audience.
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Content
- Cover
- Title Page
- Copyright Page
- Contents
- List of Illustrations
- Acknowledgments
- Introduction
- Chapter 1. Eighteenth-Century Transformations: Whitefield's New Birth and the Consumer Revolution
- Chapter 2. Whitefield's Adaptation of Commercial Strategies
- Chapter 3. Creating an Intercolonial Revival
- Chapter 4. Interpreting the New Birth: Audience Response
- Chapter 5. Debating the Great Awakening in a Religious Public Sphere
- Chapter 6. The Americanization of Whitefield
- Epilogue. Legacies
- Index
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