The Rise of Mormonism
Author Stephen Mansfield examines how Mormons, including Presidential candidate Mitt Romney, have become a force in America.
In 1950, there were just over a million Mormons in the world. Most of these were located in the Intermountain West of the United States, a region of almost lunar landscape between the Rocky Mountains to the East and the Cascades and Sierra Nevada Mountains to the West. The religion was still thought of as odd by most Americans. There had been famous Mormons like the occasional US Senator or war hero, but these were few and far between. There had even been a 1940 Hollywood movie entitled Brigham Young that told the story of the Saints’ mid-1800s trek from Illinois to the region of the Great Salt Lake. Its producers worked hard to strain out nearly every possible reli- gious theme, a nod to the increasingly secular American public. Though it starred heavyweights like Vincent Price and Tyrone Power, the movie failed miserably, even in Utah. Especially in Utah.
Then, in 1951, a man named David O. McKay became the “First President” of the Latter-day Saints and inaugurated a new era. He was the Colonel Harlan Sanders of Mormonism. He often wore white suits, had an infectious laugh, and under- stood the need to appeal to the world outside the Church. It was refreshing. Most LDS presidents had either been polyga- mist oddballs or stodgy old men in the eyes of the American public. McKay was more savvy, more media aware. He became so popular that film legend Cecil B. DeMille asked him to consult on the now classic movie The Ten Commandments.
Empowered by his personal popularity and by his sense that an opportune moment had come, McKay began refash- ioning the Church’s image. He also began sharpening its focus. His famous challenge to his followers was, “Every Member a Missionary!” And the faithful got busy. It only helped that Ezra Taft Benson, a future Church president, was serving as the nation’s secretary of agriculture under President Eisen- hower. This brought respectability. It also helped that George Romney was the revered CEO of American Motors Corpora- tion and that he would go on to be the governor of Michigan, a candidate for president of the United States, and finally a member of Richard Nixon’s cabinet. This hinted at increasing power. The 1950s were good for Mormons.
Then came the 1960s. Like most religions, the LDS took a beating from the counterculture movement, but by the 1970s they were again on the rise. There was the Mormon Taber- nacle Choir, a symbol of Americana when Americana was under siege. There was Mormon Donny Osmond’s smile and Mormon Marie Osmond’s everything and the three-year run of network television’s Donny and Marie in the late 1970s that made words like family, clean, talented, patriotic, and even cute outshine some of the less-endearing labels laid upon the Saints through the years. New labels joined new symbols. A massive, otherworldly, 160,000-square-foot Temple just north of Washington, DC, was dedicated in the 1970s, a symbol of LDS power and permanence for the nation to behold. Always there was the “Every Member a Missionary!” vision beating in each Saintly heart.