Niches in Christianity
This morning’s New York Times story on Seattle Calvinist preacher Mark Driscoll is just another reminder that niches exist everywhere, and that even belief systems (especially belief systems) can be discussed in market terms. Check out the way (the New York Times, at least) frames the ministry this man has created:
Mark Driscoll is American evangelicalism’s bête noire. In little more than a decade, his ministry has grown from a living-room Bible study to a megachurch that draws about 7,600 visitors to seven campuses around Seattle each Sunday, and his books, blogs and podcasts have made him one of the most admired — and reviled — figures among evangelicals nationwide. Conservatives call Driscoll “the cussing pastor” and wish that he’d trade in his fashionably distressed jeans and taste for indie rock for a suit and tie and placid choral arrangements. Liberals wince at his hellfire theology and insistence that women submit to their husbands. But what is new about Driscoll is that he has resurrected a particular strain of fire and brimstone, one that most Americans assume died out with the Puritans: Calvinism, a theology that makes Pat Robertson seem warm and fuzzy.
At a time when the once-vaunted unity of the religious right has eroded and the mainstream media is proclaiming an “evangelical crackup,” Driscoll represents a movement to revamp the style and substance of evangelicalism. With his taste for vintage baseball caps and omnipresence on Facebook and iTunes, Driscoll, who is 38, is on the cutting edge of American pop culture. Yet his message seems radically unfashionable, even un-American: you are not captain of your soul or master of your fate but a depraved worm whose hard work and good deeds will get you nowhere, because God marked you for heaven or condemned you to hell before the beginning of time. Yet a significant number of young people in Seattle — and nationwide — say this is exactly what they want to hear. Calvinism has somehow become cool, and just as startling, this generally bookish creed has fused with a macho ethos. At Mars Hill, members say their favorite movie isn’t “Amazing Grace” or “The Chronicles of Narnia” — it’s “Fight Club.”
Mars Hill Church is the furthest thing from a Puritan meetinghouse. This is Seattle, and Mars Hill epitomizes the city that spawned it. Headquartered in a converted marine supply store, the church is a boxy gray building near the diesel-infused din of the Ballard Bridge. In the lobby one Sunday not long ago, college kids in jeans — some sporting nose rings or kitchen-sink dye jobs — lounged on ottomansand thumbed text messages to their friends. The front desk, black and slick, looked as if it ought to offer lattes rather than Bibles and membership pamphlets. Buzz-cut and tattooed security guards mumbled into their headpieces and directed the crowd toward the auditorium, where the worship band was warming up for an hour of hymns with Bruce Springsteen’s “Born to Run.”
On that Sunday, Driscoll preached for an hour and 10 minutes — nearly three times longer than most pastors. As hip as he looks, his message brooks no compromise with Seattle’s permissive culture. New members can keep their taste in music, their retro T-shirts and their intimidating facial hair, but they had better abandon their feminism, premarital sex and any “modern” interpretations of the Bible. Driscoll is adamantly not the “weepy worship dude” he associates with liberal and mainstream evangelical churches, “singing prom songs to a Jesus who is presented as a wuss who took a beating and spent a lot of time putting product in his long hair.”
Everything about this speaks of a man keenly focused on a particular ministry. As someone who grew up in the evangelical tradition (and before you ask, no I don’t subscribe to it any more, for a variety of reasons–if you wanna know more, buy me a brewski) with a father who had a ministry, I can tell you that ministries are niches. For example, my father’s focus was ministering to prisoners, particularly those who had committed the most unspeakable crimes and were locked up for life. Speaking in market terms, this is a set of captive customers (no pun intended) with lots of time to absorb your message.
And no, I’m not being sacriligeous or disrespectful here. The Evangelical Christian marketplace is crowded with competing churches and doctrines. In order to survive, a ministry has to focus on an audience. Same thing goes with your business. You have customers (congregants). They have choices of where to go (church) and what to believe (doctrine). You have to compete for their attention and money. The best way to do that is to offer them something that they believe in, and an effective way to do that is to be different.
