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TO SERVE GOD AND WAL-MART: The Making of Christian Free Enterprise

TO SERVE GOD AND WAL-MART: The Making of Christian Free Enterprise

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"[A] probing and nuanced study of the latter-day evangelical romance with free-market capitalism...Wal-Mart's folksy illusion relied in part on making store workers feel like family; in particular, on making female workers feel valued as wives and mothers. Moreton does an excellent job of digging beneath Wal-Mart's carefully imagineered vision of the rural good life. She not only recounts labor abuses such as the company's notorious failure to promote and reward women but also stresses how the company appealed to white Americans' feelings of entitlement...Its workers and the customers they served--often "friends, neighbors, and loved ones"--were the same: white Ozarkers nostalgic for a wholesome, more homogeneous, and largely imaginary yesteryear, for a past in which the best opportunities were reserved for people like them."
--Maud Newton, Bookforum
"[A] probing and nuanced study of the latter-day evangelical romance with free-market capitalism...Wal-Mart's folksy illusion relied in part on making store workers feel like family; in particular, on making female workers feel valued as wives and mothers. Moreton does an excellent job of digging beneath Wal-Mart's carefully imagineered vision of the rural good life. She not only recounts labor abuses such as the company's notorious failure to promote and reward women but also stresses how the company appealed to white Americans' feelings of entitlement...Its workers and the customers they served--often "friends, neighbors, and loved ones"--were the same: white Ozarkers nostalgic for a wholesome, more homogeneous, and largely imaginary yesteryear, for a past in which the best opportunities were reserved for people like them."
--Maud Newton, Bookforum

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Published by: Harvard University Press on Jun 16, 2009
Copyright:Attribution Non-commercial

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11/04/2014

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TO SERVE GOD
AND
WAL-MART
The Making of Christian Free Enterprise 
BETHANY MORETON
HARVARD UNIVERSITY PRESS
Cambridge, Massachusetts London, England 2009
 
Copyright © 2009 by the President and Fellows of Harvard CollegeAll rights reservedPrinted in the United States of AmericaMany of the designations used by manufacturers and sellers to distinguishtheir products are claimed as trademarks. Where those designations appearin this book and Harvard University Press was aware of a trademark claim,then the designations have been printed in initial cap ital letters.
Library of Congress Cataloging-in-Publication Data 
Moreton, Bethany.To serve God and Wal-Mart : the making of Christian free enterprise /Bethany Moreton.p. cm.Includes bibliographical references and index.ISBN 978-0-674-03322-1 (alk. paper)1. Wal-Mart (Firm) 2. Business—Religious aspects—Christianity. 3. Freeenterprise—Religious aspects—Christianity. 4. Discount houses (Retailtrade)—United States. I. Title.HF5429.215.U6M67 2009381
9
.1490973—dc22 2008055621

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