Abstract

Those religious believers still willing to claim the term “liberal” are tired of being kicked around. In a swelling chorus of outrage, they have fought back against the cultural hegemony of evangelicals and the rampant rumors of liberal demise that have haunted their sanctuaries for the past three decades. In reaction, some mainstream Protestant churches in this camp have mounted concerted and organized efforts to rescript their public relations. I think here, in particular, of the United Church of Christ, a left-leaning denomination that launched a massive advertising campaign in 2004 to raise its public profile. That effort is perhaps best known for its prominent comma and edgy advertisements depicting bouncers at the doors of conservative churches who physically eject potential members not in conformance with their white, heterosexual standards. The banning of those ads by many television stations, at the behest of conservative religious groups that took exception to the UCC proclamation of inclusiveness as a stab at evangelical orthodoxy, may only confirm the mainstream lament that liberalism is truly a countercultural proposition.