Thursday, May 11, 2023

Christianity’s Has A Branding Problem

I have long argued that evangelicals and Christofascists would be the death of Christianity in America.  Surveys show that religious affiliation is plummeting and in not too many years Christians may no longer be in the majority in America as the number of so-called "Nones" soars and Christianity increasingly becomes synonymous in the minds of many, especially the younger generations with right wing politics and the divisiveness and hatred of others that defines todays far right Republican Party. In my own family in the course of the last 30 years we have gone from a Catholic church attending extended family to one where no one regulaly attends church of any denomination.  While the sex abuse scandal that still envelps the Catholic Church played a role in the exodus, the denigration of gays, judmentalism and anti-womens rights agenda - what one sees in all of the "conservative" denomiations - was also a huge factor.  What has happened in my family is increasingly the norm as Christianity has become fixed in the minds of more and more Americans, both young and older - tied to the ugliest aspects of far right politics and hate and hypocrisy filled evangelicals and Christofascists.  Candidly, I see no apparent way to undo Christianity's negative brand identification.  A column in the New York Times looks at the phenomenon:

“Christianity’s got a branding problem,” Phil Zuckerman, a professor at Pitzer College who researches atheism and secularity, told me. It is seen by many as the religion of conservative Republican politics, he said, and there are otherwise believing people out there who “don’t want to be associated with that.”

Zuckerman shared that thought with me before I asked readers about declining religious observance in America and got nearly 7,500 responses within about 24 hours.

Among my questions, I asked readers why they became less religious over time, and the responses were as varied as they were profound. Many said that while they no longer attend church or ally themselves with a particular faith tradition, they still believe in God . . . one trend that stood out bolstered Zuckerman’s assertion: Hundreds of respondents mentioned what they perceived to be the political drift of their churches (or, in a few cases, temples or mosques) as the reason for their disaffiliation or move away. Some who were part of more progressive congregations specifically mentioned the association of the word “Christian” with conservative political views as the root of their alienation.

“I no longer attend services, nor want to. I am simply too angry at what so-called Christians are doing to our children and society,” said Katherine Claflin, 67, who lives in Kansas. . . . she said that “right-wing ‘Christians’” have nudged her away from church attendance entirely, a fact she finds painful.

If you think religious affiliation is socially negligible or even negative, it may not matter so much. But if you see religion as a come one, come all locus of fellowship, you may see it as another upsetting division in a country already rife with ruptures.

[T]here’s a convincing body of research showing that the connection between right-wing politics and some Christians that drew closer in the 1980s and early ’90s pushed other liberal and moderate Christians away from religion.

Political polarization, however, isn’t the only reason for the rise of the “nones” . . . . Nones went from 0 percent to 2 percent of the population in the 1950s, according to Gallup, to somewhere between 20 percent and 30 percent of Americans today, depending on which survey you look at.

Ryan Burge, an assistant professor of political science at Eastern Illinois University, is the author of “The Nones: Where They Came From, Who They Are and Where They Are Going.” In it, he acknowledges . . . there’s enough consensus around the broader trajectory to tell a reasonably coherent story about the past half-century or so.

In their book “American Grace: How Religion Divides and Unites Us,” Robert Putnam and David Campbell describe the 1950s as a boom time for American religiosity, in part because “religion represented patriotism” during the Cold War against “atheistic communism.” . . . Not believing in or subscribing to “Judeo-Christian” values was often considered un-American.

Putnam and Campbell call the counterculture of the 1960s “the shock,” which involved young people questioning nearly every aspect of American institutions and the rise of the gay rights, women’s liberation, antiwar and civil rights movements. “Virtually every major theme in the sixties’ controversies would divide Americans for the rest of the century, setting the fuse for the so-called culture wars,” they note.

The “aftershock” was the backlash in the 1970s and ’80s against what were thought of as countercultural values. With the election of President Ronald Reagan and the emergence of the conservative Christian organization Moral Majority, the political fault lines, in terms of religious observance, became more visible among older baby boomers.

The connection between political conservatism and religiosity has kept many Republicans in the pews, while it’s pushed scores of Democrats away from religion entirely.

While moderate and liberal boomers did move away from religion as they got older, the percentage of American nones really began to increase in the late 1990s. With the fall of the Iron Curtain and the end of the Cold War, it became easier to “come out” as having no religion . . . . Religion became less tightly connected to nationalism, so it was no longer seen as treasonous if you “wouldn’t show up on Sunday at church.”

Putnam and Campbell call what happened in the 1990s and 2000s “the second aftershock,” which they describe as “youth disaffection from religion.” Millennials and young Gen X-ers who categorize themselves as nones were, they found, “disproportionately raised in nonreligious backgrounds,” and some of them are, perhaps not surprisingly, the children of boomers who are nones. But others were raised with religion, and what distinguishes them isn’t a particular demographic characteristic (nones are fairly well distributed across the socioeconomic, gender and racial spectrums) but their liberal beliefs about issues like sexual orientation, marijuana legalization and school prayer.

[T]here’s a lot of academic discussion about whether “secularization theory” — the idea that when a country becomes more educated and prosperous, it becomes less religious — applies to the United States. . . .

The Christian “brand” problem feels most critical in our current political era, because what nones are responding to goes beyond what’s happening in their own churches. . . . So what moderate and liberal Christians are responding to might not be explicit conservative messaging from pastors and priests. Some may feel their fellow congregants have moved so far right that they no longer feel the sense of community they once did. Many respondents mentioned the prevalence of inflexible standards on topics like same-sex marriage and the role of women in society that were no longer tolerable to them, and rather than staying and fighting and trying to change minds from the inside, they gave up.

But the public embrace of Trump, particularly by white evangelical Protestants, was the last straw for many respondents. When asked why she became less religious, Cynthia Jackson, 62, of Minnesota, said, “Because evangelicals became apostates who worship Trump, nationalism and the Republican Party.” She continued: “I loosely attend both Episcopal and E.L.C.A. Lutheran congregations but miss the warm interpersonal relationships that were part of evangelical churches before the takeover by right-wingers.

While Jackson has found a not-altogether-satisfying substitute in other churches, many respondents have completely moved away from organized religion.

With the renewed Republican jihad against gays, abortion and a racially mixed society - all to appeal to the evangelicals and Christofascist who dominate GOP primary voters - I see the trend away from Christianity likely to accelerate.  Thus, the far right Christians will continue to kill the Christian brand.

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