Writing for The Wall Street Journal in an essay entitled "The Perils of 'Wannabe Cool' Christianity," Brett McCracken notes: "Increasingly, the 'plan' has taken the form of a total image overhaul, where efforts are made to rebrand Christianity as hip, countercultural, relevant." McCracken pinpoints the motive behind this "plan" as the desire "to rehabilitate Christianity's image and make it 'cool.'"
Here's some of what McCracken notes about this "wannabe cool" Christianity:
There are various ways that churches attempt to be cool. For some, it means trying to seem more culturally savvy. The pastor quotes Stephen Colbert or references Lady Gaga during his sermon, or a church sponsors a screening of the R-rated "No Country For Old Men." For others, the emphasis is on looking cool, perhaps by giving the pastor a metrosexual makeover, with skinny jeans and an $80 haircut, or by insisting on trendy eco-friendly paper and helvetica-only fonts on all printed materials. Then there is the option of holding a worship service in a bar or nightclub (as is the case for L.A.'s Mosaic church, whose downtown location meets at a nightspot called Club Mayan).
"Wannabe cool" Christianity also manifests itself as an obsession with being on the technological cutting edge. Churches like Central Christian in Las Vegas and Liquid Church in New Brunswick, N.J., for example, have online church services where people can have a worship experience at an "iCampus." Many other churches now encourage texting, Twitter and iPhone interaction with the pastor during their services.
But one of the most popular—and arguably most unseemly—methods of making Christianity hip is to make it shocking. What better way to appeal to younger generations than to push the envelope and go where no fundamentalist has gone before?
Sex is a popular shock tactic. Evangelical-authored books like "Sex God" (by Rob Bell) and "Real Sex" (by Lauren Winner) are par for the course these days. At the same time, many churches are ﬁnding creative ways to use sex-themed marketing gimmicks to lure people into church.
Oak Leaf Church in Cartersville, Georgia, created a website called yourgreatsexlife.com to pique the interest of young seekers. Flamingo Road Church in Florida created an online, anonymous confessional (IveScrewedUp.com), and had a web series called MyNakedPastor.com, which featured a 24/7 webcam showing five weeks in the life of the pastor, Troy Gramling. Then there is Mark Driscoll at Seattle's Mars Hill Church—who delivers sermons with titles like "Biblical Oral Sex" and "Pleasuring Your Spouse," and is probably the first and only pastor I have ever heard say the word "vulva" during a sermon.
And to think that all this time, I thought that the U2charist was "cool."
Writing as a 27-year-old evangelical, McCracken continues:
But are these gimmicks really going to bring young people back to church? Is this what people really come to church for? Maybe sex sermons and indie- rock worship music do help in getting people in the door, and maybe even in winning new converts. But what sort of Christianity are they being converted to?
His response: "we don't want cool as much as we want real."
And: "we want an alternative" to a world that is "utterly phony, ephemeral, narcissistic, image-obsessed and sex-drenched."
Read all of "The Perils of 'Wannabe Cool' Christianity."