Open Hearts, Open Minds, Open Doors
Tuesday, July 10, 2007
I have wanted to write a column about the "Open Hearts, Open Minds, Open Doors" slogan of the Igniting Ministry campaign for a long time. But I've always held back for some reason. I respect the work of the general church, and I know a lot of time and effort has gone into developing and implementing Igniting Ministry.
Still, I have some real issues with what the Open Hearts slogan communicates about the United Methodist Church to the wider world. And for that reason, I went ahead and wrote my column. You can read it here in the UM Reporter.
At the bottom line, Open Hearts is about marketing the church. Now that's not necessarily a bad thing in and of itself. After all, viewed a certain way, marketing is a kind of "front line" evangelism. Every church that buys radio time, lists its service times in the local paper, or has a marquee sign out front is doing marketing of a sort.
But what worries me is the message that Open Hearts sends. As I explain in my column, I think it can play into some of the worst aspects of our individualistic, "anything goes" American mentality. Igniting Ministry's efforts seem to frame the church as the place where you can come and get all your "felt needs" met. But isn't that false advertising? An honest church is going to ask you to toss a lot of the garbage in your life into the trash can so you can be an authentic follower of Jesus. It is going to show you "open hearts, open minds, open doors," as far as the invitation to follow Jesus is concerned, but once that invitation is accepted, it is also going to ask you to live in a radically different way.
Saying 'yes' to Jesus and his church is about discipline, commitment, and sacrificial love. Living in the church is not always easy, but it is where redemptive life is found. When we market our church on the world's terms and in the world's language, I am afraid that the core of who we are gets fatally obscured. We need the church, instead, to be a truly faithful community built on honest, solid theology. When that happens, we will be marketing ourselves by the very way we live in the midst of this troubled world.
And that's worth more than all the catchy slogans in the world.
posted by Andrew C. Thompson at 4:08 PM
23 Comments:
I couldn't agree with you more. I have blogged about our UMC slogans previously. If you'd like to read the post, you can find it here: http://www.onethingiknow.net/2006/12/15/find-your-path-share-the-journey-make-me-throw-up/
Thanks for sharing your thoughts and concerns.
Thank you for writing that column. I've always been wary of the slogan myself.
A couple of years ago, there was a movement of left-of-center folks on the issue of homosexuality in my conference to wear buttons that read, "Open Hearts, Open Minds, Open Doors...no exceptions." I've been wary of this as the representative tagline of the denomination for some time too. It's just kind of weak. I want to say, "Really? That's it?"
So, I, kind of mischeiviously, wanted to make an alternative button to wear that would read, "Making Disciples...No Exceptions." Of course the real critique is not juxtaposing the content of the slogan with the content of the alternative one. The deeper critique, for me, was the elevation of a marketing slogan above the mission of the church in our in-house conversation.
I think gmw has hit on the biggest danger of the slogan. In many cases those who promote a center-left position have used it like it was a theological statement instead of an advertising slogan.
For the most part, the slogan is something we *want* (desperately) to be true, but we all know how fall short the church falls. And, people on the right and the left use the slogan to make various points. Sadly, I too have heard it quoted as if it was the basis of our doctrinal and theological contribution to the world...
What stuns me most about the commercials is how they refuse to mention the name of Jesus Christ...
The commercials, for the most part, leave me feeling that, yes, you can be a United Methodist and believe whatever you want to believe...
Scott
http://www.youtube.com/watch?v=VDC3PGkQw4k
Interesting commentary on one of the latest UMC t.v. ads.
Thoughtful insight. However, I challenge you to find any organization whose tag line is 37 words long, and is a thriving concern.
It is reality that in today's world, a branding message must be short,( 3 seconds) or the audience is gone. It's like you have written a book, and can't decide what the title should be, so you just print the entire first chapter on the cover.
I think God's unlimited love is well defined in that message. Open hearts invites all people to know God's love. Open minds invites all of us to think about that love in new and different ways. Open doors welcomes all of us to experience the loving message of Jesus Christ through the church.
I say let's help them start the journey!!!
Agreed. Well said. I like that we (the UMC) had the presence of mind to hire people who knew how to make ads (maybe our slogan should be: "trying to keep up with the Mormons") I don't like that the tag line has become, for many, our Doctrinal Statement.
While it's "realistic" to believe that what we stand for as United Methodist Christians needs to be reduced to a catchy slogan or brand, I'm not yet convinced that that marketing model is one to which we ought to submit.
The YouTube link that 'anonymous' lists in the comments section is fascinating. Everyone should click on it if possible. I don't know who this panel is, but I think their reactions to the Open Hearts ad speaks volumes about the kind of message that gets communicated when we meet the world on the world's terms. The panelists just assume that what is going on is marketing for some type of product that is being sold.
To CP: Part of my implicit point in the column is that the gospel cannot be reduced to a 'tag line.' I think the very notion that the gospel is best communicated through a 'branding message' is a large part of the problem with Igniting Ministry.
The comment in the column about '37 words' was somewhat tongue-in-cheek. But I also believe that the notion that a simple evangelistic message about Jesus should take the equivalent of one medium-sized sentence is not outrageous at all. Any 'audience' the church is trying to reach that is lost after 3 seconds is not going to take a more significant invitation seriously anyway.
Information on the group that did the video can be found at http://www.mentalengineering.com/
I've been attending a Methodist church for a little over a year. The ads had nothing to do with it. I started going there because it's the closest church to where I live, the kids like it, and I have a job in the nursery.
For whatever it's worth, I see a church that doesn't know what it wants to be when it grows up. There is no vision, little agreement on anything. The lack of identity has allowed the growth of many opposing elements in the church. It's so polarized, any kind of general statement would be bound to offend or exclude someone. Nobody wants that to happen, so nothing will change.
With no Methodist identity, how can ads like this be anything but vague?
We talk about not getting to wordy in our ad slogans. I don't think it's that hard to find a different slogan than the "Open" slogan.
Here's two just to for example:
Making Disciples
From our Arkansas Conference
One Faith, One Focus, One Fellowship
The issue like the panel identifies is branding. How are we being branded by this ad campaign.
As a life-long United Methodist, I found your attack on the "Open Hearts" slogan to be shockingly arrogant, narrow-minded and irresponsible. Arrogant because you seem to believe that all United Methodists should believe in exactly the same formula you do. Perhaps you should become a Baptist, Andrew, because each of us as United Methodists are dedicated to a walk of faith that very likely differs from your canned and self-righteous viewpoint. Narrow-minded because you seem to attack something as Christian has having an "open heart." "Not theology"? Then burn whatever theology you have because perhaps nothing captures the Christian spirit as an open heart. Somewhere you became sadly misguided, but spare us being so misguided as well. And, finally, irresponsible. We are called not to condemn the world or to make others like us (or, in this case, like you) but to call others to find their way on the walk of faith. To so badly miss such a message is so irresponsible, especially when it is given a column and blog purporting to represent United Methodists.
Good article. I blogged on this a while back as well... "Open Hearts..." is a fantastic vision-- the sort we aspire to but can never fully attain (eschatology aside). As a vision I think it captures the spirit of as many United Methodists as any one statement can. But as a evangelistic slogan, how can an vision that cannot be fully realized be anything but false advertising? If we Gen-Xers have anything, it's a "B.S. detector" that can sense over-inflated advertising a mile off...
Never mind the fact that I was a pastor for two years before I could remember the slogan correctly...
I think my thoughts have matured a little since I wrote this, but here are my original thoughts:
http://www.ministrygeek.net/?p=65
Remember, Open Hearts...is not meant for those inside the church but outside. If we who are inside don't get it, it's because it's not for us. It is meant as an invitation to those who may not have been in church as adults or those who have had bad experiences in church. It says, you will be welcome here. It is up to those in the church to do their best to live up to the invitation of Open Hearts...but we are all human so there will always be those who fall short. Thank God for grace!
P.S. - marketing comes from the field of economics; public relations comes from the field of communications and despite the mis conception, is fundamentally about providing a benefit to individuals or a group. Perhaps what the UMC is really about isn't "marketing" the church but extending an invitation for individuals to learn more about it. There are very few advertising campaigns that provide a direct effect, i.e., people hear or see an ad and immediately act upon it. What Open Hearts is about in increasing awareness of the UMC.
As a UMC Pastor, I just got your article on my desk. At first I applauded your perception of "Open..." sheerly as advertising and not indicative of the state of affairs within Methodism. Like most advertising, it presents what attracts people, not anything substantive. Bravo!
However, in detriment to the fine points you articulate, the article misses two aspects of the Good News present in Methodism.
First, the Good News is that Openness *is* a defining quality of Methodism. Look at our doctrines.
- We regret abortion, but we welcome those who have had abortions and support them.
- We regret divorce, but we welcome divorcees.
- We regret you were ordained in another denomination, but we respect your orders and you can get ordained in the UMC.
- We regret you were baptized Mormon, but you are not required to be baptized again into the UMC (though it is recommended!).
Open, Open, Open, Open! In our own doctrine, it says "No matter what your life looks like, you can find a Methodism church with open doors to you!" Not all Methodist churches, of course (since homophobia is still sadly rampant and our doctrine does nothing to help), but it's a start.
My first point is Openness is a sound and established Methodist doctrine. Is it as basic a belief as Jesus dying on the cross for your sins? Of course not. But it serves as a jumping point from the world of messiness (sin, divorce, etc) to the new life in Christ. They can learn the rest after they've sat in a pew, but if they know from the outset that they will be called out for their past, they.won't.come.in.period.
Secondly, by negating Openness as a belief, one misses the radical openness of the early Church. In contemporary culture, there seems to be only two ways of doing church: the assertive Doctrinal Pledges and hegemonic beliefs, or the wishy-washy "believe...eh...whatever" church. While I respect your criticism of the latter, I am vividly aware of the worries people have of the former: rigid belief systems of social issues, not of theology. We see it in the condemnation tactics regarding social issues of other denominations, and in our own UMC local churches. Believe this, or else. The sin is that often the "this" is a social concern, not anything about Jesus Christ.
Fortuitously, Methodism is a third option between doctrinal and individuality idols. Perhaps this is the way of Christ? Per another Methoblog blog:
The Book of Acts tells us we are called to tell the story of resurrection life to others. Paul and the apostles told the story of Jesus and asked people to join the Jesus movement. There was no series of faith professions, or theological statements to which people had to adhere. There was no strict doctrine or polity or even Book of Discipline. Rather, the Jesus movement was open to new possibilities, new ways of communicating this message and as such opened doors to leadership for those who might otherwise have been left aside.
Openness characterized the early church.
- An Openness to impure people who are expressly forbidden to be included in their culture.
- An Openness that even rolled over the circumcision requirements and food purity laws.
- An Openness that allowed even women to be apostles.
- An Openness that may, just may, lead all the way to Suzy Sunshine standing outside a Methodist church, divorced, freshly kicked out of the Baptist church for her sin. What kind of church would accept her with open arms?
Maybe the "Open Hearts" slogan is just a slogan, something vapid of anything remotely resembling Methodism. But if just one person sees the sign, makes it in the door, and realizes that it is actually true: that their life up until this point will not keep them from a new life in Christ...then it is a valuable slogan indeed. Thanks be to God.
In short, I'm reacting strongly to your indications that Openness is (a) not a Methodist belief and (b) not of value in an increasingly individualistic society. Openness is not just the "invitation" but an essential part of the Good News itself!
I hope to enjoy the conversation, and any errors in the above post are my own.
I was so pleased to read your article in the UM Reporter. You expressed a deep concern of mine. I see a "watering down" of our beliefs in order to be inclusive. While I truly believe every person is a child of God and as such should be welcomed with open arms, instructed in the faith and encouraged to participate in the mission of the church, this does not mean that we blindly accept any idea that is contrary to scripture. A what point do we stop being Disciples of Christ in order to fit the slogan Open Minds, Open Hearts, Open Doors?
I continue to enjoy the conversation that the Open Hearts column and blog post have generated. I think it shows that the Igniting Ministry campaign elicits strong opinions - both 'pro' and 'con.' I won't say a lot here, as I think the comments mostly speak for themselves. However, I will offer two things...
First, I would encourage the anonymous posters to post with their names and/or blog handles. I don't restrict the ability to post anonymously, but I do think the anonymous post a few above this one comes close to crossing the line. I have left it up because there is no profanity used, but I think it comes close to a personal attack (and yes, I know I open myself up to such things when I write things for public consumption). I don't think throwing around words like "arrogant," "narrow minded," "irresponsible," and "sadly misguided" is a helpful way to engage in a debate or conversation - especially when the person doing the labeling is doing it anonymously. And for the record, I never said it was wrong, untheological, or un-Methodist to have an open heart. My comments were raising legitimate concerns about an advertising campaign. I am curious as to why my raising them caused such a vehement response from the anonymous poster.
Second, I really appreciate the alternate points of view offered by people who disagree with my column. Some of you make excellent points, especially about how openness is directed to unchurched people who do not have a positive history or relationship with a church. And you point out that openness is an aspect of the gospel's invitation to all. Cross+flame, I especially appreciate the ways you nuance this; it reminds me of why the inclusivity language was put into the Discipline in the 1960s, when attitudes toward racial issues were a more immediate concern than they perhaps are now and care was taken in how the church's attitude toward people of different racial/ethnic backgrounds was framed.
On the other hand, I also think some of the respondents who are more closely in agreement with my own views helpfully show the widespread concern with what the Igniting Ministry campaign communicates about church life in the UMC.
Well, I've written much more than I intended. If I am able later this week, I will return to this issue with another blog post.
Love the article....
Using the name of Jesus would be wonderful... even the Mormons do it!
thanks
MM
Anonymous said...
“As a life-long United Methodist, I found your attack on the "Open Hearts" slogan to be shockingly arrogant, narrow-minded and irresponsible. Arrogant because you seem to believe that all United Methodists should believe in exactly the same formula you do. Perhaps you should become a Baptist, Andrew, because each of us as United Methodists are dedicated to a walk of faith that very likely differs from your canned and self-righteous viewpoint. Narrow-minded because you seem to attack something as Christian has having an "open heart." "Not theology"? Then burn whatever theology you have because perhaps nothing captures the Christian spirit as an open heart. Somewhere you became sadly misguided, but spare us being so misguided as well. And, finally, irresponsible. We are called not to condemn the world or to make others like us (or, in this case, like you) but to call others to find their way on the walk of faith. To so badly miss such a message is so irresponsible, especially when it is given a column and blog purporting to represent United Methodists.”
Andrew, I tend to agree with the above sentiments from “Anonymous” and I am a life long Methodist as well.
From my vantage point, Jesus wasn’t even a religious person. Jesus called us to walk beyond the boundaries of religion. Religion has not brought the world’s people closer together. Religion splinters – it is a great barrier. To me, it came across in your initial comment on the Methodist slogan: "Open Hearts, Open Minds, Open Doors" that it was more divisive and seemed as an attempt to erect a barrier to close off the Methodist Church.
Let’s look at one example of what Jesus did to religion. Every time Jesus could transcend a rule in the name of a fuller humanity, he did so. The rule said that this woman taken in the act of adultery should be stoned. Jesus stands between her and her accusers to protect and enhance her humanity.
Jesus did not come to create a religion. Jesus came to call you and me into life. He did not come to rescue us from our sins so we could become grand and glorious religious people --- saved so we could look down on all the unsaved of the world.
That is not the spirit of Jesus.
Why are we Christians so judgmental? Why have we substituted being righteous and being moral for being loving and being life giving.
How did Jesus manage to devolve into this?
We must learn to hear the Christ story as the empowerment of the love of God that enables us to be more deeply and fully human. The God that loves us into being all that we can be so that we can begin to love others just as they are without pushing them down to build ourselves up because we feel so insecure and inadequate. That takes openness.
If you have to build your religion on the basis of denigrating the humanity of a single child of God, haven’t we totally missed the purpose of the Christian gospel?
Does the Bible not tell us that the disciples of Jesus are to be known by their love? Whence comes this anger of religious judgment, this defining religious hostility in our day? Do they think that Jesus said, "Come unto me, some of ye" instead of "Come unto me all of ye?"
Like Cross+Flame said, “Maybe the "Open Hearts" slogan is just a slogan, something vapid of anything remotely resembling Methodism. But if just one person sees the sign, makes it in the door, and realizes that it is actually true: that their life up until this point will not keep them from a new life in Christ...then it is a valuable slogan indeed. Thanks be to God.” Amen and Amen!
(I owe much of these thoughts to Bishop John Shelby Spong)
FYI: I'm pretty sure that citing Bishop Spong pretty much rules out being taken seriously in any dialogue. Though citing someone who agrees with you, whether right or wrong, well...
Hey Andrew,
I saw this article today in the Oklahoma Contact and thought it might open another perspective on the value of the motto. The Jewish father of a girl in a fatality accident in W. Oklahoma (on the way home to MO from CA) calls the local UM church b/c they are the "open hearts, open minds" church. Give it a look.
http://www.okumc.org/news_detail.asp?TableName=oNews_PJAYMY&PKValue=3500
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