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Conservative Christianity's Marketing Gimmick to Keep Its Old-Time, Heaven-and-Hell Religion Afloat

The Southern Baptists are staking their institutional future on the idea that patriarchal religion still has a market for some time to come.

The Southern Baptist Convention is a force to be reckoned with. As the largest Protestant denomination in the United States, with over 45,000 affiliate churches, it have been shaping and channeling conservative Christian sensibilities since the Civil War, when Southern Baptists split from the North so they could advocate on behalf of slave owners. They fought to keep slavery and lost. Then they fought for Jim Crow laws and lost. Then they fought for segregation and lost.  Now, faced with  eroding membership, the Southern Baptist leaders are fighting against irrelevance. Unfortunately, they have committed to a strategy that will make it harder for their members – and for all of us—to move toward a future based on collaboration, compassion and practical solutions to real-world problems.

With secularism on the rise, entrepreneurial Christian denominations have evolved a variety of survival strategies.  Anglican theologian  John Shelby Spong (Why Christianity Must Change or Die) proposes a rigorous rethinking of Christian belief.  Mainline and Unitarian congregations have embraced Michael Dowd’s  Evolutionary Christianityan interplay between Christian worship and scientific wonder. Elsewhere on the spectrum, Joel Olsteen plays down theology, instead offering comforting platitudes and promises of prosperity to those who pray and give. Willow Creek mega-church in Chicago pioneered sound and light shows and indie rock bands that entice young people into the club by emulating familiar entertainment media. The Catholic bishops are brazenly trying to recreate an epoch in which they were ascendant.

A few weeks ago the Southern Baptist Convention voted to approve a name change. Congregations will now  have the option to call themselves “Great Commission Baptists.” The name change is meant to distance from their past association with racism, but it does much more. To those in the know, it announces that their future will be focused on turf wars – on competing for members and dollars rather than any kind of forward-facing spiritual leadership. To draw an analogy, imagine that Coca-Cola decided to distance from its past sales of cocaine drinks by dropping the “Coca” and calling themselves “World Dominance Cola.” Imagine it announcing to the public: Rather than improving our product, we’ve chosen to focus on our marketing department. That’s essentially what the new name means.

The Southern Baptist denomination was formed in 1845 when Baptists split  over a question of slaveholders as missionaries. Freed from the sensibilities of their Northern brethren, the Southern Baptists became strong and vocal advocates for slavery as a Biblical institution. As one leader, Dr. Richard Furman,  wrote to the governor of South Carolina, “the right of holding slaves is clearly established in the Holy Scriptures, both by precept and example.”

Over the years, Southern Baptist deacons and pastors moved in and out of Ku Klux Klan leadership positions. In 1956 the minister of the largest Southern Baptist church in the nation  testified before the South Carolina legislature, voicing his support for segregation. It wasn’t until 1995 that leaders formally  apologized for their defense of slavery and 20th-century opposition to equality for blacks. As recently as the Trayvon Martin murder, the denomination has struggled with  embarrassing racist taint. Last week, along with the name change, the Convention elected a fiery black preacher as the first African American president in its 167 year history.

In an alternate universe, the Southern Baptist history of  endorsing slavery and then Jim Crow laws, so shameful in hindsight, might have led to broad theological growth. For example, it might have softened the authoritarianism that caused ordinary believers to blindly follow whatever their preachers said. It might have called into question the notion of “biblical inerrancy,” which gives God’s seal of approval to every form of Iron Age bigotry in the biblical record. It might have led to an increase in denominational humility – the sense that maybe there are things to be learned from other kinds of Christians, the outside world, or the moral trajectory of human history. Alas. It would appear that the lesson learned was a narrow one: blacks are fully human and  they can make loyal church members. A cynic might suggest that there was no lesson learned: economics were on the side of slaveholders at the start and are now on the side of putting blacks at the helm.  

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