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How do you sell God in the 21st century? More heaven, less hell

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C C Offline
http://www.theguardian.com/news/2014/nov...fe-in-hell

EXCERPT: A couple of years ago, a Chicago-based corporate-identity consultant Chris Herron gave himself the ultimate challenge: rebrand hell. It was half gag, half self-promotion, but Herron took the project seriously, considering what it would take for a place like hell to become a premier destination in the travel market. Herron decided that what hell needed was a complete brand overhaul. The new hell would feature no demons or devils, no tridents or lakes of fire. The brand name was rendered in a lower-case, bubbly blue font designed to evoke “instant accessibility and comfort”. The slogan, which was once “Abandon Hope All Ye Who Enter Here”, would be “Simply Heavenly”. The joke was posted as a “case study” on Herron’s personal website and quickly went viral in the marketing blogosphere – a testament to the power of effective branding.

[...] My family belonged to a dwindling Baptist congregation in south-east Michigan, where Sunday mornings involved listening to our pastor preach something akin to the 1819 version of hell – a real diabolical place where sinners suffered for all eternity. [...] I was too young and sheltered to recognise this worldview as anachronistic. Even now as an adult, it’s difficult for me to hear biblical scholars such as Elaine Pagels refer to Satan as “an antiquarian relic of a superstitious age”, or to come across an aside, in a magazine or newspaper article, that claims the western world stopped believing in a literal hell during the Enlightenment. My parents often attributed chronic sins like alcoholism or adultery to “spiritual warfare”, (as in, “Let’s remember to pray for Larry, who’s struggling with spiritual warfare”) and taught me and my siblings that evil was a real force that was in all of us. Our dinner conversations sounded like something out of a Nathaniel Hawthorne novel.

According to Christian doctrine, all human beings, believers included, are sinners by nature. This essentially means that no one can get through life without committing at least one moral transgression. Although the “saved” are forgiven of their sins, they’re never cured. Even Paul the Apostle wrote, “Christ Jesus came into the world to save sinners – of whom I am the worst.” According to this view, hell isn’t so much a penitentiary for degenerates as it is humanity’s default destination. But there’s a way out through accepting Christ’s atonement, which, in the Protestant tradition, involves saying the sinner’s prayer. For contemporary evangelicals, it’s solely this act that separates the sheep from the goats. I’ve heard more than one believer argue that Mother Teresa is in hell for not saying this prayer, while Jeffrey Dahmer, who supposedly accepted Christ weeks before his execution, is in heaven.

[...] Hell has changed a lot over the years. The Old Testament refers exclusively to sheol, the traditional Hebrew underworld, a place of stillness in which both the righteous and the unrighteous wander in shadows. There’s no fiery torment, no wailing or gnashing of teeth. In the New Testament, several writers refer to this place under its Greek name, hades. There’s also a number of passages about Gehenna, literally “the Valley of Hinnom”, which was a real area outside Jerusalem that served as the city dump. Fires burned there constantly, to incinerate the garbage; it was also a place where the bodies of criminals were burned. The Jewish rabbinical tradition envisioned Gehenna as a purgatorial place of atonement for the ungodly. Another Greek term, tartarus, appears only once, when the author of 1 Peter writes about the angel rebellion that took place before the creation of the world.

The most dramatic descriptions of hell come from the strain of apocalyptic literature that runs through the New Testament, as well as the Old Testament prophets. Apocalypticism was a worldview that arose during the 6th century BC, when Israel was under Syrian domination. It involved the belief that the present era, which was ruled by evil, would soon give way to a new age here on Earth in which God would restore justice and all evil-doers would be punished. The authors of Daniel and Ezekiel were apocalyptists – so was John of Patmos, the author of Revelation. It’s these authors who provide us with passages such as, “They will be tormented with burning sulfur in the presence of the holy angels and of the Lamb. And the smoke of their torment will rise for ever and ever.” This was a belief system born out of persecution. As Nietzsche noted in The Genealogy of Morals, these passages are essentially revenge fantasies, written by people who’d suffered horrible injustices and had no hope of retribution in this life.

I didn’t learn any of this at church. As a kid, it never occurred to me that Solomon and Daniel had drastically different views about the afterlife. Christian theology, as it has developed over the centuries, has functioned like a narrative gloss, smoothing the irregular collection of biblical literature into a cohesive story written by a single, divine author. As time went on, Satan, Lucifer and Beelzebub were consolidated into a single entity, the personification of all evil. Likewise sheol, Gehenna, hades and tartarus came to be understood as physical representations of the darkest place in the universe. By the time the King James Bible was published in the 16th century, each of these words was translated as simply “hell”.

The various depictions of hell over the centuries tend to mirror the earthly landscape of their age. Torture entered the conception of hell in the second century, when Christians were subjected to sadistic public spectacles. Roman interrogation methods included red-hot metal rods, whips and the rack. Dante’s Divine Comedy has traces of the feudal landscape of 14th-century Europe. Lower hell is depicted as a walled city with towers, ramparts, bridges and moats; fallen angels guard the citadel like knights. The Jesuits, who rose to prominence during a time of mass immigration and urban squalor, envisioned an inferno of thousands of diseased bodies “pressed together like grapes in a wine-press”. Today, biblical literalists believe hell exists outside of time and space, in some kind of spiritual fifth dimension. Contemporary evangelical churches don’t display paintings or stained glass renderings of hell. It’s no longer a popular subject of art. If hell is represented at all, it’s in pop culture, where it appears as either satirically gaudy – like animated Hieronymus Bosch – or else eerily banal. In Gary Larson’s comic The Far Side, Satan and his minions are depicted as bored corporate drones who deal with the scourge of the post-industrial Earth.

While I was attending Moody, the most controversial church in the Chicago area was Willow Creek Community Church, out in the north-west suburbs. I’d heard students raving about it – and others railing against it – ever since orientation week. [...] I wasn’t aware of it at the time, but Willow Creek was on the front lines of a movement some described as a “second Reformation”, with the potential to remake the Christian faith. Hybels was one of a handful of pastors who pioneered what would become known as the “seeker-friendly church,” a congregation targeting the vast population of Americans who had little to no experience of Christianity (“unchurched Harry and Mary,” in ministry lingo). The goal was to work out why these people were turned off by the gospel, and then to create a worship service that responded to their perceived needs.

Essentially, this is consumer-based management. (Hybels keeps a poster in his office that reads: “What is our business? Who is our customer? What does the customer consider value?”) During Willow Creek’s inception, Hybels – who studied business before entering the ministry – performed preliminary market research, surveying the unreligious in his community to find out why people weren’t going to church. Unsurprisingly, the most common responses were “church is boring”, “I don’t like being preached down to” and “it makes me feel guilty”. Harry and Mary were made uncomfortable by overt religious symbolism and archaic language. The solution was a more positive message: upbeat tunes, an emphasis on love and acceptance. Visitors wouldn’t be required to wear name tags or stand up and introduce themselves. Everything was designed for the visitor’s comfort and leisure.

It goes without saying that pastors who are trying to “sell” God won’t mention hell any more than a clothes ad will call attention to child labour. Under the new business model, hell became the sweatshop, the behind-the-scenes horror the consumer doesn’t want to know about. Once I became aware of what was missing at Willow Creek, it was almost a game to watch the ministers try to manoeuvre around the elephant in the room. One strategy was to place the focus on heaven, letting people mentally fill in the blank about the alternative. Another was to use contemporary, watered-down translations of the Bible, like The Message (reviled around Moody’s theology department, where it was better known as “The Mess”).

But away from the pulpit, these ministers were surprisingly traditional. In his book Honest to God? Hybels writes, “I hate thinking about it, teaching about it, and writing about it. But the plain truth is that hell is real and real people go there for eternity.” This raises the obvious question: how ethical is it to stand up each week before an audience who you believe are going to suffer for all of eternity, and not talk about hell because you “hate thinking about it,” or are afraid people will be offended?

At the same time, I realised that Hybels and like-minded pastors were responding to the problem we’d noticed down on Michigan Avenue. Most of my friends at Moody disagreed with their approach, but our only other option was to be the ranting voice in the wilderness. It was a hopeless effort, and we all knew it. People looked at our street evangelism team like we were Jesus freaks. (In fact, a number of passersby felt compelled to say as much.) Every Friday night, we’d ride back to campus on the subway in silence, each of us staring slack-faced at the crowd of people hooked up to MP3 players and engrossed in fashion magazines. Many of my friends were planning to leave the US after graduation to become missionaries to the developing world. Apparently it was easier to convince people of the existence of hell and the need for salvation in places like Uganda and Cambodia.

[...] Part of what made church such a powerful experience for me as a child and a young adult was that it was the one place where my own faults and failings were recognised and accepted, where people referred to themselves affectionately as “sinners”, where it was taken as a given that the person standing in the pews beside you was morally fallible, but still you held hands and lifted your voice with hers as you worshipped in song. This camaraderie came from a collective understanding of evil – a belief that each person harboured within them a potential for sin and deserved, despite it, divine grace. It’s this notion of shared fallibility that lent Hybels’s 9/11 sermon its power, as he suggested that his own longing for revenge was only a difference of degree – not of kind – from the acts of the terrorists. And it’s precisely this acknowledgement of collective guilt that makes it possible for a community to observe the core virtues of the faith: mercy, forgiveness, grace.

Like so many formerly oppositional institutions, the church is now becoming a symptom of the culture rather than an antidote to it, giving us one less place to turn for a sober counter-narrative to the simplistic story of moral progress that stretches from Silicon Valley to Madison Avenue. Hell may be an elastic concept, as varied as the thousands of malevolencies it has described throughout history, but it remains our most resilient metaphor for the evil both around and within us. True compassion is possible not because we are ignorant that life can be hell, but because we know that it can be....


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