Word of Life members parallel many North American televangelicals in their propagation of the view that the eternal truth of the Christian message is demonstrated by its easy adaptation to modern forms of mass media. Since at least the beginning of radio broadcasting, conservative Protestants have regarded electronic technologies of communication in eschatological terms as having a vital place in their attempts to fulfil the ‘Great Commission’ of making disciples of all nations (Hadden 1990:166; Schultze 1996:64). Both the media and evangelical ideology encourage a rationalised, quantitative approach to salvation alongside the presentation of belief in dramatic, experiential terms (Schultze 1990:42; Peck 1993:3). As technologies themselves have developed, older techniques of urban revivalism have been merged with new methods of fund-raising and self-presentation (Frankl 1987). The activities of these Christians have therefore paralleled patterns of growth in secular image production industries over the last two to three decades. In an already competitive religious market, the Faith Movement has proved to be a leader in the field. Indeed, Schultze (1990:44) argues that the health and wealth preaching of televangelists such as the Copelands and Hagin grew out of audience demands for an optimistic Gospel of financial prosperity and personal health.

A number of authors locate the extensive use of media technologies in the context of specifically American cultural concerns, such as technological optimism and expansion-mindedness.