Rhetorical enterprise in the ministry of “reverend Ike”
- 1 March 1977
- journal article
- research article
- Published by Taylor & Francis in Communication Monographs
- Vol. 44 (1) , 52-59
- https://doi.org/10.1080/03637757709390114
Abstract
Current evangelical efforts at synthesizing spiritual and secular problem‐solving represent religious manifestations of “rhetorical enterprise"—a shrewd combination of content and delivery which fosters a symbiotic relationship between source and receiver (ministry and follower). This essay suggests a critical methodology for assessing the goals, methods, and precedents of rhetorical enterprise. A case study of the Reverend Frederick J. Eikerenkoetter II (“Reverend Ike”) and his Science of Living ministry illustrates the dynamics of a prominent religious enterprise.Keywords
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