Saw this over at Hot Air last week, and have been really disgusted with it ever since. It is a series of video shorts from Community Christian Church that play off of the Mac vs. PC commercials. Now, I am a Mac guy, so I really do enjoy those commercials. But, the way that they have been appropriated by this church, in order to attempt a break away from Christian stereotypes, in my opinion is misguided, and actually rather counterproductive. Here’s one of the spots. Go here for the playlist created by Allahpundit.

Now, I have to say, I understand wanting to distance oneself from tired, misconstrued stereotypes of Christianity. As a conservative Christian, in a liberal theological context, I feel as if I constantly have to be careful of people’s ideas of what conservative, evangelical theology contains. And, I think that to want to distance oneself from the likes of Pat Robertson, Jerry Falwell, or more recently Ted Haggard, and prosperity thugs like Joel Osteen, is not only natural, it is in a very real sense, necessary. Those people are not me.

However, that is not what this church has done with these spots. The real issue I have with these spots is the end, and the ultimate message of them. The last shot of each spot leaves then image of what looks like a computer screen with the words “Christian No More.” This is just bizzare to me. Aside from the fact that the New Testament refers to Christ’s followers as Christians, and the fact that the church’s name is Community Christian Church, the impression is given that there needs to be a walking away from the label “Christian.” And I just think that idea is misguided.

Incidently, I think that the spots themselves play into existing stereotypes because they aren’t very good. These were probably created to play at a church service, so, in that context they might work. But, looking at them, I think that they are long, bulky, and a little boring. It is my experience that when Christians, especially those in the evangelical community, venture into the area of media, they do not do it very well. What we get is stupid movies like Left Behind that have poor production value, and lose the quality of art in favor of evangelism. These spots, in my opinion, fall into this category. While they are modeled on what I think is a pretty good ad campaign, they just aren’t that great.

Part of what makes them not all that great, I think, is that they are offensive for any of us who think of ourselves as “Christians.” I mean, I went to seminary, and am doing doctoral work in theology. And here this church is painting me as a dork, carrying around books about theology and ethics, as if those things were important. Damnit, those things are important. And I do carry around those books. But, not like that dude in the video. Christianity is, I agree, primarily about following Christ. Absolutely, no question. But, what does it mean to do that? It doesn’t mean hanging out and not caring about anything, like the “Christ-follower,” in the video. Anti-intellectualism in the church, especially in the North American church, is something that needs to be addressed. And, while I think that this video is trying to say, “who needs all those books, just follow Jesus,” all it does is further anti-intellectualism, in both of the characters. Sure, the “Christian” has books under his arm. He is also armed with a litany of useless bumperstickers. Christ-follower just doesn’t care. This, I think, is part of what is wrong in the church in North America today.

Additionally, I have a major issue with labeling oneself “Christian No More.” How does that further anything? How does that break a stereotype? All it sounds like is that you left the church, no longer believing in anything. To the average person, it does not sound how you want it to sound. But, I am realizing that this might be a larger, and seperate discussion.

I think it relates to the issue of moving beyond so-called traditional methods of doing church in favor of newer, post-modern, or, emergent, trends for ministry. On the one hand, I think that ministry needs to evolve and develop with a constantly changing culture. On the other, I am not convinced that these move beyond modernity, or that they are entirely relevant for contemporary culture. Just because you rip off a popular ad campaign does not mean that you have adapted. This is one more reason I am largely annoyed with emergent trends.

Further, you have alienated a large number of people who have sincere belief, people in your own tradition, people in the family of God, in an offensive manner, in order to get a chuckle. Do I like Christian bumper stickers? Mostly, no. (Ok, I don’t think I have ever seen one I would put on my Jeep). But, does that mean I make fun of believers who, maybe I think are a little out there. It is arrogance to display yourself as better than, and as these spots do, as cooler than, the rest of the Christian world. It reminds me of popularity contests in high school. And I think that Christian ministry should be beyond that.

Don’t get me wrong. Every family has embarrassing members. Maybe it is a strange aunt, or a cousin who is 30 and reminds you of Comic Book Guy from The Simpsons. What do you do? Do you completely disassociate with the guy because he is a bit embarrassing? Or, do you say, that guy’s my family, as misguided, or, weird, as he might be? I don’t think that the guy who stands on the corner of Yonge and Dundas, across from the Eaton Centre, who is always there handing out tracts saying “There is only one way to holy God, through Jesus Christ his son,” has the best method of evangelism, or reaching out to contemporary culture. But, do I disown that guy? I believe that he plays a part in God’s economy of things, whatever that part may be.

The analogy only goes so far, and a firmly grounded theology gives foundation for knowing what behaviours and actions are defensible and which are not. Boundaries are, and need to be drawn. But not like this…or on these grounds.

Misguided because they don’t do what I think they were intended to do. Counterproductive because what they really do, in my opinion, is drip arrogance, and produce an us vs. them ethos in the church. Not my idea of what Christ had in mind for his followers.

More:

Reformed Chicks Blabbing

Boar’s Head Tavern

Internet Monk, who writes:

Of more interest to me are the comments of the BHT’s Joel Hunter, who suggests that the ad itself, and the rhetoric that sustains the ads, participate in a whole set of modernistic presuppositions that buy deeply into the culture. I completely agree, and would suggest that the presentation of Christianity as a set of marketing concepts appealing to a particular niche market is indicative of the condition of modern evangelicalism in general.

These ads approach us primarily as consumers. I am sure the ad creators would say the ads are meant to approach us as potential (or actual) disciples looking for the church that will best equip and support a missional lifestyle. While this may be the intention- and it may be the reality at the churches using the ads- the appeal is to a kind of consumer identity that is little different in “Christ follower” church than it is in “Christian with bumper sticker” church.

And Phil Wilson, who notes that:

The reactions of people [at Digg.com] who aren’t Christians were overwhelmingly positive, which I think speaks once again to attitude that people who aren’t Christian have towards people who are but don’t act like Christ.

…though I am not quite sure what he is getting at with that last line…

Posted by casey on Wednesday, December 13th, 2006 at 7:40 pm.