What is Asceticism

Max Weber's protestant work ethic linked the Calvinist doctrine of election to the rise of capitalism. Weber saw the “worldly asceticism” among Calvinists as the motive for the hard work and savings that are required in capitalism. Though this theory has both detractors and critics, it remains dominant in both academic and popular writings. When this typology is extended to include consumerism, however, it fails, since the doctrine of election is not compatible with choice, which is the leading characteristic of consumerism. Arminian/free-will theology, on the other hand, has choice as its leading characteristic and practice. American evangelists asked their listeners to stand up and choose Christ at roughly the same time and in the same way that advertisers asked consumers to choose their products. Thus, a new typology is warranted which links the free-will theology of American evangelicalism to the choice that characterizes modern consumerism.