Includes bibliographical references (pages 278-349) and index.

Through the stories of people linked by the world's largest corporation, Bethany Moreton shows how a Christian service ethos powered capitalism at home and abroad. While industrial America was built by and for the urban North, rural Southerners comprised much of the labor, management, and consumers in the postwar service sector that raised the Sun Belt to national influence. These newcomers to the economic stage put down the plough to take up the bar-code scanner without ever passing through the assembly line. Industrial culture had been urban, modernist, sometimes radical, often Catholic and Jewish, and self-consciously international. Post-industrial culture, in contrast, spoke of Jesus with a drawl and of unions with a sneer, sang about Momma and the flag, and preached salvation in this world and the next. - Publisher.

Frederick Jackson Turner Award, 2010

SACFinal081324