Jesus, the American advertising man: Bruce Barton, "The Man Nobody Knows", and faith in consumer capitalism
Bibliographic record
Abstract
How are religion and consumer capitalism articulated with one another, and was this relationship formed? This thesis examines that question by using the writing and advertising of Bruce Barton (1886--1967), and the popular response to it, as a case study. Barton was one of the founders of modern advertising, the second "B" in BBDO, the most famous figure of 1920s Madison Avenue, and a very popular religious writer. The Man Nobody Knows re-tells the story of Jesus as the first great advertiser, and the founder of modern advertising. More importantly, the book reconfigures the relationship between faith and business; it re-values consumer desire as consistent with Jesus' message of "abundant life". By means of this text, and even more importantly, through a close examination of the hundreds of letters that contemporary readers wrote to Barton, I show the ways in which the new consumer world was re-shaping the way that people experienced and lived their faith in the midst of "unsettled times". Barton became "The Man Everybody Knows", as he was referred to in the 1920s, primarily because of his "explosive" book, The Man Nobody Knows (1925). This book was Barton's advertisement for an attractive, liveable Gospel for the emergent world of American consumer capitalism. The book was a runaway success in the U.S., selling a quarter of a million copies in eighteen months, and a further half-million copies in the following four years. The relationship between consumer capitalism and Protestant Christianity was by no means one-sided, however. Like Barton, most of the founders of modern advertising were sons of the manse, and this prepared them for their own trade. As I show through a close examination of Barton's advertising campaign for General Motors, Protestant Christianity exerted a decisive influence on the development of consumer capitalism, and in particular, on advertising, its' most important institution. Advertising, like preaching, promises redemption; through advertising, as an allegorical form, products become connected with the transcendent. The thesis builds a theoretical framework for analysing religion in consumer capitalism.
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How this classification was reachedexpand
Full frame machine prediction
Teacher imitationNot calibrated prevalence, not ground truth. Human validation pending. The Gemma side is a direct model label for every work in the frame, read from the title-only record. The Codex side is a classifier learned from the 10,348 direct Codex labels and calibrated to design-weighted sample rates; fields without enough sample support carry no Codex call. Candidate is the union of the two sides; consensus is their intersection. These outputs are machine_predicted_unvalidated and are not human labels.
Distilled classifier scores by category (both heads)
| Category | Codex | Gemma |
|---|---|---|
| Metaresearch | 0.001 | 0.001 |
| Meta-epidemiology (narrow) | 0.000 | 0.000 |
| Meta-epidemiology (broad) | 0.000 | 0.000 |
| Bibliometrics | 0.001 | 0.001 |
| Science and technology studies | 0.006 | 0.004 |
| Scholarly communication | 0.005 | 0.003 |
| Open science | 0.000 | 0.001 |
| Research integrity | 0.001 | 0.003 |
| Insufficient payload (model declined to judge) | 0.003 | 0.001 |
Machine scores (provisional)
The two teacher heads of the student model, read on this work. A score orders the frame for review; it never asserts a category, and the validation status ships verbatim with every row.
Baseline scores from an immature model (maturity gate not passed, 7 training rounds). Scores rank; they never assert a category.
score_only:v0-immature-baseline · verbatim from the scoring run: score_only means the number may rank works, and no category label ships from itClassification
machine, unvalidatedMachine predicted; a candidate call from one source (direct Gemma or distilled Codex), not a consensus.
How this classification was reached, model by model and score by score, is at the end of the page under "How this classification was reached".