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balanced drama with intellect and gave

birth to universities like Princeton and

Dartmouth, the Second Great Awakening

was even more personality-driven; its leaders

focused purely on drawing crowds. Believing,

as many megachurch pastors do

today, that too academic an approach

would fail to pack tents, many evangelical

leaders gave up on intellectual values altogether

and embraced their roles as salesmen

and entertainers. “My theology! I

didn’t know I had any!” exclaimed the

nineteenth-century evangelist D. L. Moody.

This kind of oratory affected not only

styles of worship, but also people’s ideas of

who Jesus was. A 1925 advertising executive

named Bruce Fairchild Barton published

a book called The Man Nobody Knows. It

presented Jesus as a superstar sales guy

who “forged twelve men from the bottom

ranks of business into an organization that

conquered the world.” This Jesus was no

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