To serve god and Walmart: The making of Christian free enterprise was published by Harvard University Press in Sep, 2010.
The world's largest corporation has grown to prominence in America's Sun Belt-the relatively recent seat of American radical agrarian populism-and amid a feverish antagonism to corporate monopoly. In the spirit of Thomas Frank's What's the Matter with Kansas? historian Moreton unearths the roots of the seeming anomaly of corporate populism, in a timely and penetrating analysis that situates the rise of Walmart in a postwar confluence of forces, from federal redistribution of capital favoring the rural South and West to the family values symbolized by Sam Walton's largely white, rural, female workforce (the basis of a new economic and ideological niche), the New Christian Right's powerful probusiness and countercultural movement of the 1970s and '80s and its harnessing of electoral power. Giving Max Weber's Protestant ethic something of a late-20th-century update, Moreton shows how this confluence wedded Christianity to the free market. Moreton's erudition and clear prose elucidate much in the area of recent labor and political history, while capturing the centrality of movement cultures in the evolving face of American populism.