The recent Dallas Morning News headline read, ‘I Am Second’ advertising campaign aims to put God first
.
The story mentioned billboards throughout the North Texas region and an accompanying Web site featuring videos from actor Stephen Baldwin, football coach Joe Gibbs, and other famous people.
While I find some of the “I Am Second” campaign compelling, I’m going to offer a dissenting opinion regarding evangelistic advertising and marketing campaigns.
I think many well-intentioned people are still playing out a trend that began in the early 1900s in the U.S. and the U.K.
Beginning back then, various fundamentalist, evangelical, and Pentecostal groups saw the principle problem as one of competing messages in a time when mass media was rapidly increasing its influence. The pre-set cultural touchstone of Christianity was no longer pre-set, so the goal became to answer the “bad” messages with “good” messages.
Some of these message campaigns, well-intentioned, got out of hand, like when Prohibition became law.
Today, we have too many messages — advertising prompts, marketing slogans, campaigns of various kinds — and most of them reflect a certain set of values that runs counter to traditional religious views.
Therefore, the well-intentioned, yet wrongly oriented, fundie/evangelical/Pente mind thinks that the problem is too many of the wrong kinds of messages.
Unfortunately, in their answers to the wrong kinds of messages, they are simply adding to the message-overload of our media age, in a time when message-overload is a problem unto itself.
They took the premise of our media age for granted, when the premise itself was a problem.
We need more conscientious objectors in the Message Wars (borrowing from Gregory Wolfe’s approach to the Culture Wars).
“The lost,” as the fundie/evangelical/Pente crowd defines them, do not need more messages. They really, really don’t. Meanwhile, inside some religious crowds, folks have abstracted the impact of the Gospel into polling and statistics. Who believes? Who doesn’t? Who is winning?
If the Gospel is about a relationship — with someone who has already won it all — then why make evangelization about competing messages?
To speak in fundie/evangelical/Pente terms, “the lost” need more genuine relationships with Christians who are going to stick around (instead of leaving when evangelistic efforts don’t produce an immediate conversion), and who can actually relate to others within common interests, instead of constantly proselytizing for their point of view. Inside some religious crowds, folks need to be able to identify those with whom they share common interests, and those with whom they don’t share any interests (ergo, don’t push it), and understand that the foundational commonality of bearing the image of God is our essential human nature, even if some of those images are brutally warped instead of partially restored.
Since the early 1900s, there have been generations of fundie/evangelical/Pente folks who “spread the Gospel” by handing out impersonal, mass-produced pamphlets and by inviting people to big-arena crusades (where, if they came forward, they could receive an impersonal, mass-produced pamphlet).
As a person of something like Reformed Anglican faith, I can’t say all the messages and pamphlets and crusades are entirely bad, and I understand how they can be a welcome change within all the static and visual clutter, but I think the people behind the campaigns subtly reinforce fundamental misunderstandings about what the Gospel actually is (a media event? a popular movement? a momentary triumph in the Message Wars?), as well as what actually influences people, which would be relationships.
We need a few more conscientious objectors in the Message Wars.
-Colin Foote Burch






















Does Christianity claim exclusive access to ‘truth’?
This passing remark — at the opening of an article entitled “When Jesus met Buddha” — made me pause:
“Was the Buddha a demon?
“While few mainline Christians would put the matter in such confrontational terms, any religion claiming exclusive access to truth has real difficulties reconciling other great faiths into its cosmic scheme.”
It was just a passing comment in an article that goes in an entirely different direction, but consider:
Is it true that Christianity claims exclusive access to “truth”?
To answer, the questions should run along these lines:
The truth about what?
The “truth” as it is most generally and broadly understood?
Or is it the truth about a few essentials matters such as the meaning of the world, the human condition, what exactly salvation is, and why we would need it?
Prominent Western Christian thinkers would never have suggested that Christianity held all the “truth” (in the broad and general sense) about everything.
They would, as the old saying goes, affirm that “all truth is God’s truth.” But it doesn’t stand to reason that they would say no truth (broad and general) comes out of other religions and philosophical schools.
Augustine thought the philosophical school of neo-Platonism provided a great service to truth.
Aquinas structured his theological writings with materials provided by Aristotle.
The biblical passages within Proverbs 22:17-24:22 show similarities to the Egyptian instructional sayings within “Wisdom of Amenemope” (according to my NIV Study Bible).
Just four years before the appearance of the first edition of Institutes of Religion in 1536, John Calvin thought enough of Seneca to write a commentary on the Roman Stoic’s book On Clemency. (See “Calvin and the Christian Calling” by Alister McGrath in The Second One Thousand Years, edited by Richard John Neuhaus.)
Yet Augustine, Aquinas, Calvin, and the Christian canon of Scripture would all insist that the Christian Gospel speaks the truth on matters of God, the human condition, and salvation.
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