Televangelism is not just broadcasting; it is a calculated evolution of urban revivalism.
In short: Televangelism is often dismissed as a modern media spectacle, but its roots reach back to the 19th century. By blending the sales-driven techniques of urban revivalists with the reach of television, these entrepreneurial preachers transformed the pulpit into a global stage, turning religious fervor into a planned, multimillion-dollar enterprise.
The term televangelism was popularized in 1981 by Jeffrey K. Hadden and Charles E. Swann to describe a hybrid institution. It combines the traditional evangelical mission—focused on biblical inerrancy, the Holy Spirit, and born-again redemption—with the marketing power of television. While critics often use the term pejoratively to imply that preachers prioritize personal financial gain over spiritual guidance, the medium itself is a direct descendant of 19th-century urban revivalism.
Charles Grandison Finney, a central figure in this history, established the ethos of modern revivalism between 1792 and 1875. Finney treated revivalism as a planned event rather than a spontaneous spiritual occurrence. He utilized a sales-oriented preaching style, favoring plain language and direct biblical literalism to appeal to the masses. By positioning the preacher as a 'subcontractor' of God, Finney provided the ideological framework for ministers to act as gatekeepers who use any available means to generate religious excitement.
This strategy reached its zenith during the 'Golden Age' of televangelism between 1980 and 1987. During this period, religious broadcasting became a national phenomenon, with rating services like Nielsen and Arbitron tracking the massive audiences of figures such as Robert Schuller and Jimmy Swaggart. These ministries grew into complex organizations, often incorporating educational institutions like Oral Roberts University and Liberty University to solidify their influence and provide a rationale for ongoing viewer financial support.
The transition from radio to television in the 1950s allowed these ministries to scale their constituency building. While early radio evangelists like S. Parkes Cadman reached millions in the 1920s, television enabled a more intimate, visual connection. Today, televangelism remains a uniquely American phenomenon, thriving in a deregulated media environment where access is open to those who can secure funding, continuing a long tradition of using mass media to reach the 'whole world' with a specific, personal interpretation of the gospel.
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Sources
- Summary by Intellect · source: Televangelism - Hartford Institute
- Also: Televangelism
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