Jump to ContentJump to Main Navigation
The Bible in American Life$
Users without a subscription are not able to see the full content.

Philip Goff, Arthur Farnsley, and Peter Thuesen

Print publication date: 2017

Print ISBN-13: 9780190468910

Published to Oxford Scholarship Online: March 2017

DOI: 10.1093/acprof:oso/9780190468910.001.0001

Show Summary Details
Page of

PRINTED FROM OXFORD SCHOLARSHIP ONLINE (www.oxfordscholarship.com). (c) Copyright Oxford University Press, 2019. All Rights Reserved. An individual user may print out a PDF of a single chapter of a monograph in OSO for personal use. date: 19 October 2019

Selling Trust

Selling Trust

The Living Bible and the Business of Biblicism

Chapter:
(p.169) 14 Selling Trust
Source:
The Bible in American Life
Author(s):

Daniel Vaca

Publisher:
Oxford University Press
DOI:10.1093/acprof:oso/9780190468910.003.0014

Focusing especially on the early history of The Living Bible (1971) and the Living Translation, this chapter asks how commodity status shapes the way that Americans have acquired, engaged, and perceived their Bibles. Created by Kenneth N. Taylor, The Living Bible would become one of the bestselling books of the 1970s. Yet as a paraphrase of the Bible, it deviated from many of the conventions through which Bibles typically have claimed authority. Those conventions include a direct connection to the Bible’s original languages and the support of an esteemed religious institution. Cultivating consumer trust by other means, The Living Bible not only capitalized on its creator’s business networks but also drew on marketing research to emphasize the benefits of the book for mothers and their families. By exploring the creation and commercial success of The Living Bible, this chapter conjoins the stories of modern consumer capitalism and the Bible in American life.

Keywords:   evangelicalism, The Living Bible, Kenneth N. Taylor, Tyndale House, Christian Booksellers Association, Literalism, Bible translation, Bible business, Philip Doddridge

Oxford Scholarship Online requires a subscription or purchase to access the full text of books within the service. Public users can however freely search the site and view the abstracts and keywords for each book and chapter.

Please, subscribe or login to access full text content.

If you think you should have access to this title, please contact your librarian.

To troubleshoot, please check our FAQs , and if you can't find the answer there, please contact us .