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balanced drama with intellect and gavebirth to universities like Princeton andDartmouth, the Second Great Awakeningwas even more personality-driven; its leadersfocused purely on drawing crowds. Believing,as many megachurch pastors dotoday, that too academic an approachwould fail to pack tents, many evangelicalleaders gave up on intellectual values altogetherand embraced their roles as salesmenand entertainers. “My theology! Ididn’t know I had any!” exclaimed thenineteenth-century evangelist D. L. Moody.This kind of oratory affected not onlystyles of worship, but also people’s ideas ofwho Jesus was. A 1925 advertising executivenamed Bruce Fairchild Barton publisheda book called The Man Nobody Knows. Itpresented Jesus as a superstar sales guywho “forged twelve men from the bottomranks of business into an organization thatconquered the world.” This Jesus was no806/929

807/929lamb; this was “the world’s greatest businessexecutive” and “The Founder ofModern Business.” The notion of Jesus as arole model for business leadership fell onextraordinarily receptive ears. The ManNobody Knows became one of the bestsellingnonfiction books of the twentiethcentury, according to Powell’s Books. SeeAdam S. McHugh, Introverts in the Church:Finding Our Place in an Extroverted Culture(Downers Grove, IL: IVP Books, 2009),23–25. See also Neal Gabler, Life: TheMovie: How Entertainment Conquered Reality(New York: Vintage Books, 1998), 25–26.42. early Americans revered action: RichardHofstadter, Anti-Intellectualism in AmericanLife (New York: Vintage Books, 1962); see,for example, pp. 51 and 256–57.43. The 1828 presidential campaign: NealGabler, Life: The Movie, 28.

807/929

lamb; this was “the world’s greatest business

executive” and “The Founder of

Modern Business.” The notion of Jesus as a

role model for business leadership fell on

extraordinarily receptive ears. The Man

Nobody Knows became one of the bestselling

nonfiction books of the twentieth

century, according to Powell’s Books. See

Adam S. McHugh, Introverts in the Church:

Finding Our Place in an Extroverted Culture

(Downers Grove, IL: IVP Books, 2009),

23–25. See also Neal Gabler, Life: The

Movie: How Entertainment Conquered Reality

(New York: Vintage Books, 1998), 25–26.

42. early Americans revered action: Richard

Hofstadter, Anti-Intellectualism in American

Life (New York: Vintage Books, 1962); see,

for example, pp. 51 and 256–57.

43. The 1828 presidential campaign: Neal

Gabler, Life: The Movie, 28.

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