Air Jesus

By Mariah Blake, Columbia Journalism Review. Posted May 5, 2005.

It's the first Tuesday of April. In Washington, D.C., the magnolia trees are blooming, tourists crowd the sidewalk cafés, and Congress has just returned from its spring recess. CBN News has chosen this time to unveil its new and greatly expanded Washington bureau in the Dupont Circle area, where many major networks have their local headquarters; the three-story brick fortress that houses the Washington operations of CBS News is less than a block away.

CBN's new digs are abuzz with activity. The Republican Sen. Trent Lott came by for an interview earlier in the day, as did Jim Towey, who directs the White House office of faith-based initiatives. Now Lee Webb, the CBN anchor in from Virginia, sits behind the desk in one of the studios preparing to deliver the network's first half-hour nightly newscast from this gleaming set. Behind him is a floor-to-ceiling world map illuminated in violet and indigo and a screen emblazoned with CBN's logo. At his side, just beyond the camera's view, sits a squat pedestal that holds a battered American Standard Bible. Webb lowers his head and folds his hands. "Father, we are grateful for today's program," he says. "We pray for your blessing. We ask that what we're about to do will bring honor to you." Then the cameras roll.

To many people -- especially in blue-state America -- God, news, and politics may seem an odd cocktail. But it's this mix that fuels much of CBN's programming.

CBN's flagship program, the "700 Club" with Pat Robertson, is familiar to many Americans. But few outside the evangelical community know how large the network is -- it employs more than 1,000 people and has facilities in three U.S. cities as well as Ukraine, the Philippines, India, and Israel -- or how diverse its programming. And CBN, or Christian Broadcasting Network, is just one star in a vast and growing Christian media universe, which has sprung up largely under the mainstream's radar. Conservative evangelicals control at least six national television networks, each reaching tens of millions of homes, and virtually all of the nation's more than 2,000 religious radio stations. Thanks to Christian radio's rapid growth, religious stations now outnumber every other format except country music and news-talk. If they want to dwell solely in this alternative universe, believers can now choose to have only Christian programs piped into their homes. Sky Angel, one of the nation's three direct-broadcast satellite networks, carries 36 channels of Christian radio and television -- and nothing else.

As Christian broadcasting has grown, pulpit-based ministries have largely given way to a robust programming mix that includes music, movies, sitcoms, reality shows, and cartoons. But the largest constellation may be news and talk shows. Christian public affairs programming exploded after Sept. 11, and again in the run-up to the 2004 presidential election. And this growth shows no signs of flagging.

Evangelical news looks and sounds much like its secular counterpart, but it homes in on issues of concern to believers and filters events through a conservative lens. In some cases this simply means giving greater weight to the conservative side of the ledger than most media do. In other instances, it amounts to disguising a partisan agenda as news. Likewise, most guests on Christian political talk shows are drawn from a fixed pool of culture warriors and Republican politicians. Even those shows that focus on non-political topics -- such as finance, health, or family issues -- often weave in political messages. Many evangelical programs and networks are, in fact, linked to conservative Christian political or legal organizations, which use broadcasts to help generate funding and mobilize their base supporters, who are tuning in en masse. Ninety-six percent of evangelicals consume some form of Christian media each month, according to the Barna Research Group.

Given their content and their reach, it's likely that Christian broadcasters have helped drive phenomena that have recently confounded much of the public and the mainstream media -- including the surge in "value voters" and the drive to sustain Terri Schiavo's life, a story that was incubated in evangelical media three years before it hit the mainstream. Nor has evangelical media's influence escaped the notice of those who stroll the halls of power. They've been courted by the likes of Rupert Murdoch, Mel Gibson, and George W. Bush. All the while, they've remained hidden in plain sight -- a powerful but largely unnoticed force shaping American politics and culture.

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Christians have been flocking to broadcasting ever since the first radio programs began crackling across the airwaves in the early 1900s. By the 1930s, evangelicals were lobbying for policies that would ensure their dominance in the religious broadcasting realm. Their activism was catalyzed by the fact that early on, the big-three networks donated rather than sold airtime to religious organizations. The Federal Council of Churches, which represented the more liberal mainline denominations, favored this system, which it believed would help keep the religious message from getting corrupted. But evangelicals worried that networks would lavish mainline churches with free airtime while giving their own ministries short shrift. In 1944, they formed the National Religious Broadcasters (NRB), and that organization lobbied federal regulators. The strategy worked; the government eventually decided to let religious organizations purchase as much airtime as they could afford. Evangelical preachers were soon flooding the airwaves, while mainline broadcast ministries all but vanished from the radio dial.

Mariah Blake is an assistant editor at CJR.

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