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Incarnating a rhetoric of identity: Pat Robertson and the 700 Club

Abstract The article analyses the American ‘Christian’ television talk show, the 700 Club, created by Pat Robertson. It suggests that Robertson has developed a sophisticated form of programming based on the creation of a participatory identity between the viewer, programme hosts and interviewees. This is based on the skilful combination of rhetoric and myths, understood in terms of narrative paradigms, supported by the active involvement of worldwide church-based support networks.