As we head into a new year, the guardians of traditional religion are ramping up efforts to keep their flocks—or, in crass economic terms, to retain market share. Some Christians have turned to soul searching while others have turned to marketing. Last fall, the LDS church spent millions on billboards, bus banners, and Facebook ads touting “I’m a Mormon.” In Canada, the Catholic Church has launched a “Come Home” marketing campaign. The Southern Baptists Convention voted to rebrand themselves. A hipster mega-church in Seattle combines smart advertising with sales force training for members and a strategy the Catholics have emphasized for centuries: competitive breeding.
In October of 2012 the Pew Research Center announced that for the first time ever Protestant Christians had fallen below 50 percent of the American population. Atheists cheered and evangelicals beat their breasts and lamented the end of the world as we know it. Historian of religion, Molly Worthen, has since offered big picture insights that may dampen the most extreme hopes and fears. Anthropologist Jennifer James, on the other hand, has called fundamentalism the “death rattle” of the Abrahamic traditions.
Tech-savvy mega-churches may have twitter missionaries, and Calvinist cuties may make viral videos about how Jesus worship isn’t a religion, it’s a relationship, but that doesn’t change the facts: the free flow of information is really, really bad for the product they are selling. Here are five kinds of web content that are like, well, like electrolysis on religion’s hairy toes.
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