Televangelism as Institutional Apologia: The Religious Talk Show as Strategized Text

In this article we examine the rhetoric of televangelist John Ankerberg as manifested on his weekly television show in which he defends what he terms "orthodox Christianity" against a host of perceived challengers. We argue that Ankerberg's efforts constitute institutional apologia as he follows a carefully strategized script while debating program guests whose beliefs run counter to his interpretation of Christian orthodoxy. Through analysis of an illustrative program, Ankerberg's techniques, including postproduction insertions, are identified as apologetic bolstering and are shown to provide a tactical advantage to Ankerberg in his defense of his brand of Christianity.