Presents of God: the Marketing of the American Prosperity Gospel
PRESENTS OF GOD: THE MARKETING OF THE AMERICAN PROSPERITY GOSPEL by Susie Meister Butler Bachelor of Arts, University of Pittsburgh, 2003 Master of Arts, University of Pittsburgh, 2010 Submitted to the Graduate Faculty of the Kenneth P. Dietrich School of Arts and Sciences in partial fulfillment of the requirements for the degree of Doctor of Philosophy University of Pittsburgh 2014 UNIVERSITY OF PITTSBURGH KENNETH P. DIETRICH SCHOOL OF ARTS AND SCIENCES This dissertation was presented by Susie Meister Butler It was defended on April 1, 2014 and approved by Adam Shear, Associate Professor, Religious Studies Rachel Kranson, Assistant Professor, Religious Studies Ronald Zboray, Professor, Communication Dissertation Advisor: Paula Kane, Associate Professor and John and Lucine O’Brien Marous Chair of Contemporary Catholic Studies, Religious Studies ii Copyright © by Susie Meister Butler 2014 iii PRESENTS OF GOD: THE MARKETING OF THE AMERICAN PROSPERITY GOSPEL Susie Meister Butler Ph.D. University of Pittsburgh, 2014 Prosperity Theology is a fast-growing Protestant movement rooted in Pentecostalism, which teaches that faithfulness to God ensures health and wealth in this lifetime. This study analyzes how it is marketed at Oasis Church in Hollywood, California, Lakewood Church in Houston, Texas, and Victory Family Church in Cranberry Township, Pennsylvania. The dissertation examines how these churches market Prosperity Theology online and offline to determine the themes and emphases of their messages, whether the content changes based on the audience, if the audience is affecting the presentation of the message, and, if so, in what ways. Included in this investigation is rhetorical analysis of the sermons, websites, and Twitter posts of the pastors to determine themes that emerge in their presentations.
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