A New York Times article on religious broadcasters and Twitter misses a fairly big point while offering insight to “Twitter Dynamos, Offering Word of God’s Love.”
Joyce Meyer, Max Lucado and Andy Stanley were not well known inside Twitter’s offices. But they had all built loyal ranks of followers well beyond their social networks — they were evangelical Christian leaders whose inspirational messages of God’s love perform about 30 times as well as Twitter messages from pop culture powerhouses like Lady Gaga.
This may be a bulletin to the Times and the good folks at Twitter, but it shouldn’t be a surprise whatsoever to anybody.
Evangelical Christians have long been at the forefront of any technological means that furthers their evangelical ends. Two of the twelve transponders on RCA’s first (Satcom 1) satellite were owned by religious groups, including Pat Robertson’s Christian Broadcasting Network. The Christian Church is the penultimate one-to-many institution, whether it’s inside the worship hall or via the airwaves. Nobody “gets” mass marketing or the art of fundraising like these people do; it is their stock and trade.
This is the church.
This is the steeple,
Open it up
And see all the people.
When hologram transmission becomes a reality later this century, mark my words: Evangelicals will be right there.
The point that I want to note is that people who view Twitter or any form of social media completely as one-to-many miss its “social” reality. This is true of media, celebrities, politicos, athletes or, yes, the Evangelicals. It’s one thing to use it as a form of mass media, but the smart innovators know that who you follow is more important than who follows you. This is not, nor will it ever be what Evangelicals want or use Twitter for. It’s all about promoting their own ministries through blessing their followers with inspirational quotes.
“Pastors tell me, Twitter is just made for the Bible,” (Twitter’s) Ms. Díaz-Ortiz said.
It’s close. On average, verses in the King James Version are about 100 characters long, leaving room to slip in a #bible hashtag and still come in under the 140-character limit.
And proverbs are powerful draws on Twitter.
Religion, like every other institution in the West is being challenged by young (and older) people with a much more postmodern view than their parents’ generation practiced. Top-down or one-to-many fits Modernist thinking, which includes a God-to-us-through-the-church perspective. Postmodernists prefer the concept of God among us, the Holy Spirit. The term “postmodern” is often substituted as “postChristian,” and this is a part of the same cultural disruption that everyone is facing.
I’ve always been a fan of the question “What would Jesus do?” because the answers are rarely what the coiners of the phrase intended. Since Jesus’ ministry was in and among the suffering, the poor and the afflicted, one must ask whether the ministry of “blessing the saints” is what Twitter could or even should represent to Christians. Perhaps one day the New York Times will write about a new ministry that monitors Twitter for signs of distress or suffering among the people of the world — and then rushes in to provide relief.
No, wait. Along with a giant, corporate groan among all these folks, I also hear faint sounds of, cough-cough, well Terry, cough-cough, that’s just not my ministry.