During the middle decades of the twentieth century, American evangelicals broadened their global outlook and operations, becoming the largest private radio broadcasters in the world. As they expanded overseas after World War II, American evangelicals encountered a world in crisis due to the Cold War, population growth, and processes of decolonization, affecting Western missions. Evangelical broadcasting advocates promoted mass media as a means to address the shifting demographic, political, and religious balance between the global North and South. Global radio broadcasting demonstrated a dynamic tension within American evangelicalism between innovative and conservative impulses, which was particularly evident in the area of reception.
During the second half of the twentieth century, Christianity underwent an epochal transformation from a predominantly Western religion to a world religion largely defined by non-Western adherents in Africa, Asia, and Latin America. Broadcast media, spearheaded by American evangelical missionaries, played an important role in the globalization of Christianity. After WWII, conservative Protestant missionaries from the United States established a ``far-flung global network" of radio stations around the world with the avowed purpose of proselytizing the entire globe. In Liberia, American missionaries organized Station ELWA, the first evangelical station in Africa. The medium of radio proved well suited to the ``universal" mission of American evangelicals, particularly after the expansion of worldwide ownership in transistor radios during the 1960s. Yet the success of missionary radio stations such as ELWA rested on an extensive process of translation into local customs and practices. Between 1954 and 1970, ELWA officials and workers constructed transmission platforms, political relations, language services, receiver distribution campaigns, and community networks. These constructs functioned as the crucial grids through which the ``universal" meaning of evangelicalism was produced at the grass-roots level. As the history of ELWA in Liberia makes clear, American evangelical broadcasters acquired converts only by adapting their gospel message to fit particular churches, cultures, and contexts across the globe. Localizing missionary radio required the appropriation of indigenous cultural capital, the transposition of national partners, and the active agency of audiences on the ground.
The second half of the twentieth century witnessed a fundamental shift in the character of the Christian religion—namely, a massive expansion and shift of its center of gravity southward. During this period, Christianity experienced a transformation from a predominantly Western religion to a world religion largely defined by non-Western adherents in Africa, Asia, and Latin America. From 1970 to 2005, the size of the Southern Church increased two and a half times to over 1.25 billion members. By the early twenty-first century, 60 percent of all professing Christians lived in the global South and East. The most dynamic source of church growth during this period was Independent (evangelical or Pentecostal) Protestant groups, which increased at nearly twice the rate of other Christian affiliations. The spread of evangelical Protestantism represents a truly global phenomenon and has included large populations in East and Southeast Asia, the South Pacific, sub-Saharan Africa, and the Americas.
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