Retributive theology opened the door to growth of the prosperity gospel today

This article originally appeared at Baptist News Global on October 26, 2023.

Is it any wonder that the two most influential definitions of the “good news” in a Western society built on capitalism and retribution would be about people getting paid or being punished?

In conservative evangelicalism, we see a heavy emphasis on the punishment side. But new research shows the getting paid side gaining ground in American life. The two concepts are diametrically opposed but meet in the middle in a strange way because both are built on hierarchies.

When most American evangelicals think about the gospel, they tend to gravitate toward the conservative theology of Jesus “living the life we never could live and dying the death we deserved to die” that is spelled out in the theology of penal substitutionary atonement and eternal conscious torment. This is punishment theology.

But since 2017, the number of American Protestants who claim to hear the prosperity gospel preached in their churches has risen from 38% to 52%, as revealed in a recent survey from Lifeway research. This is getting paid theology.

According to Religion and Public Life, a publication of Harvard Divinity School, the prosperity gospel is “a fast-growing theologically conservative movement frequently associated with Pentecostalism, evangelicalism and charismatic Christianity that emphasizes believers’ abilities to transcend poverty and/or illness through devotion and positive confession.”

Its teaching typically shows up by the preacher inviting people to donate “seed money” to their ministries in exchange for a promise that God will bless their finances and health.

Prominent names associated with this theology include Joel Osteen, Creflo Dollar, Rod Parsley, Kenneth Copeland and Oral Roberts. And while the prosperity gospel has found its way into some non-capitalistic cultures of Latin America and Africa, it started and grew through a marriage of media and megachurches in the United States.

The prosperity gospel in Christian media

The rise in popularity of the prosperity gospel in churches mirrors its ascension in television ratings. Everyone is familiar with televangelists who proclaim to their viewers they can receive “health and wealth” in exchange for donating to their ministries. These prosperity preachers have grown in popularity over the past 50 years on a variety of Christian television networks.

“The rise in popularity of the prosperity gospel in churches mirrors its ascension in television ratings.”

After Jim and Tammy Faye Bakker rose to stardom on Pat Robertson’s Christian Broadcasting Network in the 1960s, they left to start the Trinity Broadcasting Network in the 1970s. But after falling out with their former pastors Paul and Jan Crouch just eight months into the project, the Bakkers left TBN to start the PTL Television Network.

In the 1980s, Jim Bakker was indicted for fraud and conspiracy after selling tens of thousands of lifetime memberships in order to raise the funds to build a luxury hotel, while keeping two separate sets of financial books, paying off a woman who had accused him of raping her, and personally giving himself $3.4 million in bonuses.

After Bakker’s resignation, the PTL Television Network entered into bankruptcy but was purchased by Morris Cerullo, another Pentecostal preacher. In 1990, PTL’s name was changed to The Inspiration Network. Eventually, Morris’ son David Cerullo took over as the network’s CEO, where he continues to this day.

In 2010, the Inspiration Network changed its name to INSP and began focusing on family friendly programming. It currently ranks as the 16th most-watched network, just two spots down from CNN. Since 2010, INSP’s household ratings have increased by 1,171%.

The rise of Jesus and John Wayne on television

As INSP grew at unprecedented rates, they focused on old classic Western shows, added the tagline “Heroes Live Here,” and even inserted a cowboy hat on their logo.

Continue reading at Baptist News Global.