Wal-Mart World: The Christian Free Enterprise Ethos from the Sunbelt to the Panama Canal

Team Members/Contributors

Bethany Ellen Moreton Yale University Contact Me

About this dissertation fellowship

Since the early 1980s, American historians have found themselves seeking to understand the resurgence of both fundamentalism and evangelicalism in American public life. As the date suggests, their attention was initially attracted by the national political repercussions of this new “great awakening,” or at least great mobilization, of American religious conservatives. But formal politics offers only the most quantifiable effects of this re-orientation. This dissertation focuses on a Christian culture of business, a sphere which grew alongside the increasing domestic influence of the South and West since World War II, and which I further hypothesize shaped the American vision of globalization by way of an older Protestant missionary culture. Wal-Mart, the world’s largest corporation and an unparalleled Sun Belt success story, offers the narrative framework for this study. From Wal-Mart’s home region of the Ozark Mountains, I trace evangelical networks of personal and institutional connections as they radiate to the West Coast, following the “Okie/Arkie” Dust Bowl migrants, and then move to the truly Deep South—Mexico and Central America. Spanning a 70-year period, the guideposts provided by Wal-Mart and its philanthropic foundation recast the story of the religious “Southernization” of America. Before NAFTA, before the 1965 Immigration Reform Act remade Sun Belt demographics, evangelical communities were envisioning a world in which national boundaries did not have the final say in defining communities. In other words, my dissertation hypothesizes evangelicals as the first globalists.

Image Title Year Type Contributor(s) Other Info
  The Soul of the Service Economy: Wal-Mart and the Making of Christian Free Enterprise, 1929-1994 2006 Dissertation Bethany Ellen Moreton
To Serve God and Wal-Mart: The Making of Christian Free Enterprise 2009 Dissertation Book Bethany Ellen Moreton