A central concept was the Latin term fama, which encompassed rumour, reputation, gossip and news: Fama herself was often imagined as a winged goddess, with ears and eyes covered and tongues extending from her palms. These images were a visual representation of what it was like to live under constant surveillance by one’s neighbours as well as the authorities.

A final strand of the development of the prosperity gospel was the development of charismatic Pentecostal churches in America. An umbrella term for a decentralized group of churches — comprising over 700 denominations — Pentecostal churches are characterized by an emphasis on what is known as “spiritual gifts” (or charisms, from which the term “charismatic” is drawn). A worshipful Christian might experience, for example, the gift of healing, or might suddenly start speaking “in tongues.” This tradition of worship meant that, for a believer, the idea that God would manifest Himself to the faithful in concrete, miraculous ways in the here and now was more prevalent than it would be in, say, a mainline Episcopalian church. In addition, the decentralized nature of these churches also meant that individual leaders, many of whom practiced faith healing or similar practices, had a particularly strong effect on their congregations and could build up individual personal followings.