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Evangelical Encounters: The American Tract Society and the Rituals of Print Distribution in Antebellum America

Sonia Hazard

Published 2020 in Journal of the American Academy of Religion

ABSTRACT

The American Tract Society, an evangelical publisher, built one of the largest media distribution systems in antebellum America. Called “colportage” from 1841, the system mobilized hundreds of “colporteurs” who delivered tracts and books to people, mostly poor whites, in their homes across the United States. This article draws on ritual studies and affect theory to argue that colportage encounters were affectively charged rituals in which colporteurs staged a disposition of spaces, bodies, speech acts, and tempos to transmit affect, shape the subjectivity of readers, and consecrate books and tracts as sacred objects. An up-close examination of these encounters puts pressure on ideas of religious print as a democratizing medium, demonstrating that the reception of evangelical texts was conditioned by the forceful processes through which they were delivered into the hands of readers.

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