The Christian Brand

sub ~ cul ~ ture – noun – a group having social, economic, ethnic, or other traits distinctive enough to distinguish it from others within the same culture or society.

Years ago, I was an avid reader of Leonard Sweet, a postmodern voice in the Christian world. If there was one thing that I remember vividly from his part-prophecy, part-cultural-criticism books is the notion that the Bible says we (Christians) are to be in the world, but not of the world. Yet Christians so often would prefer to hover just above the world: not getting involved – for better or worse – not getting their hands dirty or risk being affected by the sin, the depravity, or the feelings of compassion for fellow man.

And in their so-called culture war they wage, fundamentalists are quick to accuse me, the Beau, our friends, most of our readers, their sons and daughters, et cetera ad nasuem of being sucked into the “gay subculture.” But what’s in a subculture?

Over the last 20-30 years, the modern American Christian machine has developed a super-factory of Christian-labelled stuff. I can’t even walk into a Christian book store anymore without feeling slightly ill. I don’t mind the books themselves, but when we got down to the Super Ultra Leather-bound edition of The Jabez Prayer for Infants and Purpose-driven Pooping, it’s just too much!

Why do we need to turn the word “Christian” into some sort of “seal of approval?” Why do Christians feel the need to either stamp themselves on the proverbial forhead with the ichthys? Are our congregants expected to purchase only from those who’ve been approved or hang the appropriate symbol in their window?

Just by way of taking the cultural temperature, we now have …

... Christian book stores, music, TV stations, movie houses, movie clean-up editing, movie reviewers, radio stations, conferences, social clubs.

... Christian ISP’s (one | two | three | and more), web hosting (one | two), websites and software.

... Christian weight-loss programs and weight-loss philosophies

... Christian operating systems for your computer (“Christian Linux”)

... Christian plumbers, carpenters (that’s quaint) and other adjective-bearing tradesmen.

... Christian – get this – “intimacy products” (yes, that’s what you think it is)

... and now it looks like Christian doctors and pharmacists will use their brand to prove they won’t give certain services like birth control, sterilizations, in-vitro fertilization, or abortions.

What is all this? Xenophobia? Agoraphobia? Misunderstanding our place in this world? Fear? Crazy control-tendencies? Really good marketing schemes? And hasn’t it cheapened us? Weakened our influence? Made the term “Christian” meaningless?

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 Filed under Salt-and-Light
08/31/06 11:10 PM
by The Blogger
  1. Journeyman says (Sep 12, 05:45 PM ):

    Great observation!

    It was Rob Bell in his book “Velvet Elvis” that said the word Christian is a great noun, but a lousy adjective.

    I too cringe that the word Christian no longer describes an individual searching for and following the way of Christ and has instead become a variant of the Good Housekeeping Seal of Approval for the religious-minded.
  2. Lori says (Oct 18, 01:53 AM ):

    “I can’t even walk into a Christian book store anymore without feeling slightly ill.”

    Well I have to agree with you on that one.

    I hate labels too.

    I loved the book by Max Lucado called You Are Special. Everyone should read it. It is for children, but it should be for adults also. He talks about how people put labels (stick gold stars or gray dots in the book). The creator helps him to see that he is special and that he did not have to recieve the labels put on him.

    Anyway nice to have stumbled upon your blog. I have enjoyed reading some of your site and when more time is available will read more.

    From one who loves to sit at the feet of Jesus.. but like Martha …gets caught up in everyday life.

    Lori
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