While reading Download Squad, I came across their article:Go to church, get some iTunes, and it gave me pause, so to speak. Upon further investigation, I found the incentive is being offered as part of a series about “Living in a Self-Absorbed World”.
Download Squad’s take on this was light, possibly even tongue-in-cheek; and their focus seemed to be on increasing attendance through this offer. I, however, don’t see this very lightly. Partly, I suppose, because this morning I was reading Velvet Elvis on the way to work, and Rob Bell’s perspective on a consumer church would likely not be positive. But I see this from an anguished viewpoint.
I work in ‘New Media’; I know all about Blogs, RSS, Podcasting and brilliant websites. I hate seeing badly-done online presence for excellent organisations or companies, and nothing puts me off a product more than seeing shite sites. I like the ability to have a good look at the ideas and perspectives on offer.
However, where do marketing and ministry meet? Marketed Christianity brings to mind uncomfortable images of ‘Televantelists’ in 80’s America begging the viewer to ‘reach out and receive from your TV’. I also remember growing up with the message that ‘sugar-coating’ the gospel is a sure way to end up in liberalism. The very mention of Marketing and Christianity in the same sentence sets my teeth on edge.
Perhaps, rather than practice, this a problem of perspective and focus. Doing one’s best in any endeavour is surely a good thing, right? What about presentation? What about websites, bulletins, church buildings, pews/chairs and carpets. Few people who have a problem with Marketing and Christianity meet in a dilapidated garage for Sunday services. What is the difference?
I have difficulty, at present, with the spending of church budgets on buildings. Not because I think we should adopt a poverty-mentality (as we like to say: “the Vegetarian Option”), but that any spending on something purely cosmetic should be very carefully considered. Yes, the inside and outside of a building can have impact on people, and can be a very valid expenditure. Our church building in Hertfordshire has recently undergone massive construction and renovation work, and I think the result is a more useable and beautiful venue. However, this renovation followed a spiritual re-birth which was already underway.
So, what does this have to do with iTunes? My main question is: what is the point of the £15 voucher? Outsiders see it as an incentive to attend church services, which makes me very uncomfortable. However, is this actually just an experiment in a new area of ministry? After all, what’s wrong with sharing music and using the brilliant medium of the ‘net to do it?
I think it is about reasoning and image. It looks, from the outside, like a church is bribing people to visit in order to get some free music, and that is straddling a line between disgusting/desperate. If it is an experiment, or the next step in a spiritual movement already underway, perhaps they could look into how their message comes across. Finally, why did they not have a look at their own site and laugh when they put a gift voucher on a page about consumerism?
