THE RHETORIC OF RETAILING RELIGION: A COMPARATIVE ANALYSIS OF THE RHETORIC OF ELECTRIC AND NON-ELECTRIC CHURCH MINISTERS (ROBERT SCHULLER)
Abstract
Few phenomena have had more impact on American society than television. Recently, television and religion have combined to form a significant force on the American social scene. Just as some observers are uneasy over the alliance between television and politics, some critics are uneasy about the conjoining of television and religion into what is referred to as the electric church. One of the criticisms is that electric church sermons are shallow and simplistic because of the inherent demands of the television medium. The focus of this study was on message-centered criticisms of electric churchmen to ascertain whether the allegations and concerns of critics were warranted. A three-step research method was used. Step 1 attempted to establish a standard for what a traditional Christian sermon should be. Step 2 employed Stephen Toulmin's model of argument to generate data from the sermons of three ministers: Robert Schuller represented the electric church and Charles Allen and W. A. Criswell represented the non-electric church. In step 3 data were subjected to a three-way comparative analysis to determine the validity of criticisms of electric church messages. Findings revealed that a standard for Christian sermons is presumed rather than real. Homiletics texts provide general principles, not specific guidelines. Sermon comparisons revealed that allegations of simplicity and shallowness in electric church sermons could also be made of non-electric church sermons, and that differences between electric and non-electric church sermons may not be as great as expected. Where differences exist, they appear to result from causes other than television. In response to the question of whether message-centered allegations and concerns of electric church critics are warranted, the answer appears to be a qualified no. Sermon treatment seems to be influenced more by denominational tradition, doctrine, and the nature of the audience than by television. These three factors establish the expectations that audiences and ministers share with respect to sermons.
Degree
Ph.D.
Subject Area
Communication|Religion
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