Rumor has it that it was H.L. Mencken back in the mid-1920s. Here's a quote on his concept of it. (His .. not mine, OK!). . "In all those parts of the Republic where Beelzebub is still as real as Babe Ruth or Dr. Coolidge, and men drink raw fusel oil hot from the still - for example, in the rural sections of the Middle West and everywhere in the South save a few walled towns - the evangelical sects plunge into an abyss of malignant imbecility, and declare a holy war upon every decency that civilized men cherish."