We Don’t Sing “Come some of Ye Faithful”

Dec. 5, 2004 Crestwood UCC

By Pastor Marcia Moret Sietstra

As many of you know, this has been quite a week in the UCC, since the major networks NBC and CBS refused to air one of our commercials, a commercial that has been aired without problems during the past year by television stations in test markets around the country. Just as a nationwide 3-month ad campaign was about to begin on Dec. 1, two network executives rejected our commercial as “too controversial.”

The 30-second commercial features two muscle-bound “bouncers” standing guard outside a symbolic, picturesque church and selecting which persons are permitted to attend Sunday services. The bouncer looks at two guys and says, “Not you. Step aside please.” Next a well-dressed, white couple with 2 children are motioned to go in, but to the Latino way, the bouncer says, “No way.” Later a man in a wheelchair is denied entrance. Written text interrupts the scene, announcing, "Jesus didn't turn people away. Neither do we." A narrator then proclaims the United Church of Christ's commitment to Jesus' extravagant welcome: "No matter who you are, or where you are on life's journey, you are welcome here." ( paraphrased from UCC news release) The ad is part of the UCC’s broad new identity campaign, and is intended to make people aware that we exist, and that we welcome all people, regardless of ability, age, race, economic circumstance or sexual orientation.

We viewed the commercial during Adult Forum today, and will run it again after worship if you’d like to see it. We’ll also be discussing the whole new identity campaign next Sunday in Adult Forum at 9 am. You can also see it on the ucc websites, the addresses are on the handout.

To be honest, the ad does have an edge. I can see why some people think it implies criticism of churches that don’t welcome these minority groups. That’s not the intent. The commercial is based on market research that tells us many non-churchgoers believe the institutional church excludes them, for reasons of race, age, gender, economic circumstance or sexual orientation. The point is not whether other churches intentionally exclude them; the point is that non-churchgoers have the perception that they are unwelcome, and the commercial is intended to give them an alternative message of welcome.

The network executives apparently decided the ad was critical of some organizations that exclude minorities. The fact is, some organizations do make minorities feel unwelcome. One has to ask why the media has decided not to let that fact be raised in the public dialog. It is reminiscent of the 1960’s when some television stations put a blackout on civil rights news, while others contributed to the public dialog by reporting on segregation. Some of you may recall that when African Americans were denied “air rights” it was the United Church of Christ that took the FCC to task.

What I find fascinating is the reason given for rejecting the commercial. The explanation from CBS reads, “Because this commercial touches on the exclusion of gay couples and other minority groups by other individuals and organizations, and the fact the Executive Branch has recently proposed a Constitutional Amendment to define marriage as a union between a man and a woman, this spot is unacceptable for broadcast on the [CBS and UPN] networks.” (same UCC press release)

The ad has nothing to do with gay marriage, and by the way, the ad was developed and the ad campaign planned over18 months ago, long before that became an issue in the last political election. The ad is not even a comment about being gay, just as it is not a comment about being Latino or a statement about being handicapped. It’s a comment about being UCC and it says that we try to make sure no one feels unwelcome in the church.

It is a modern day parable, and if Jesus were telling the story it might sound something like this: Once there was a Samaritan woman who, seeking spiritual enlightenment, undertook a journey to visit the temple in Jerusalem. Upon arriving at the main gate, she was barred entrance by a scribe and a Pharisee, who said, “We do not allow your kind, a woman and a Samaritan, to set foot within this holy place. Only the righteous and just may enter to receive God’s blessing. Be gone.” And the woman left, never to return. If I do not turn away the oppressed and the outcase, why should you? God is still speaking. If you have ears to hear, then listen. (from our website www.stillspeaking.com, link to resources)

Perhaps the network executives simply didn’t want to run a commercial that touches a controversial subject. But, as John Thomas, General Minister and President of the UCC said, “It’s ironic that after a political season awash in commercials based on fear and deception by both parties seen on all the major networks, an ad with a message of welcome and inclusion would be deemed too controversial. What’s going on here?”

What is going on here? Notice that the CBS network executive cited the president’s anti-gay marriage policy as a reason for their refusal to air the ad. Network executives might be cautiously avoiding criticism of the current administration. Or they might be avoiding criticism of the powerful Religious Right that most identifies with this anti-gay marriage policy. Certainly these network decisions illustrate the tone in this country. When right-wing Christians carry great political power, and they show disdain for any morality different from their own, they contribute to an atmosphere ripe for censureship.

It’s not unlike Jesus’ day, when religious leaders insisted that if only everyone would follow their rules—which they assumed were God’s rules—then God would surely bless them as a nation. The Jews in Jesus’ day had nationalistic dreams of Israel being restored as a military power. Their religious laws and their nationalistic dreams had claimed their devotion and closed their eyes to human need. You may recall that Jesus was extremely critical of them.

You know that we try steadfastly not to criticize those with whom we disagree theologically, and so I have a hard time saying what I just said about the Religious Right. However, we are also about “truth telling” and I believe there are times when it is vitally important to tell the truth, even if it is hard to hear. Perhaps that is what’s going on hear: the commercial told the truth, but the truth carried an implied criticism that is hard for people in our culture to hear.

I’m convinced that what got our ad tossed out in the end, was the fact that it unintentionally highlighted the discrimination practiced by churches. It was probably a shrewd financial decision by network executives to suppress religious expression rather than risk viewer displeasure or sponsor dollars. How should we as a denomination respond?

Again, let’s look at the model of Jesus. He never gave up spreading his message. He was a walking, talking, living, breathing commercial for the advent of God’s reign, sharing a dream where we all respect our neighbors enough to want justice for everybody, even if it meant standing up to powerful interests.

We could be angry at the Religious Right and the power they wield in America today; and believe me, it’s tempting. But they are doing what they think is right. We need to respect their views even as we keep working to offer an alternative theology!

We could consider all possible legal remedies, and our national staff is working around the clock doing just that. We could stand up to the FCC and that is happening. On Friday the National Council of Churches, representing a broad spectrum of denominations in this country, issued a statement that reads, in part:

“The controversial issue here is not the content of the ad, but the arbitrary standards of the network gatekeepers. Church doors are open to all who would come; but broadcast channels are increasingly closed to all but the wealthy and well-connected…The Federal Communications Commission, in giving free access to the public’s airwaves to commercial corporations—with virtually no strings attached—has handed them powerful control over America’s media “public square.” The for-profit keepers of that square are all too willing to promulgate messages laced with sexual innuendo, greed, violence, and the politics of personal destruction, but a message of openness and welcome ...is being silenced as too controversial! …Constitutional guarantees of religious liberty and freedom of speech, not to mention common fairness, beg for leadership by the FCC to assure that America’s faith community has full and equal access to the nation’s airwaves, to deliver positive messages that seek to build and enrich the quality of life.”

It sounds like the 60’s and the civil rights movement all over again. The UCC has a long history of taking the lead in social justice movements. We will continue to do so.

What else can we do? Well, UCC’ers around the country are taking these lemons and making lemonade! The shirts, bumper stickers, and other UCC identity campaign materials are flying off the shelves, as orders pour in from people who want to display items with the new UCC logo “God is still speaking.” We’ll be taking orders again next Sunday. We can support the new ad campaign financially. Both commercials will be shown in the Fireside Room after worship, and if you feel inclined, please make a contribution in one of the baskets at the door today. In the narthex, you can pick up copies of letters to the two networks, sign your name and mail them, voicing your opinion. Better yet, write one of your own to the local network affiliates.

We should remain hopeful, knowing that the Spirit works in surprising ways. Because of the controversy our commercial has been shown at least 4 times on CNN; interviews have aired with Diane Sawyer on Good Morning America and with Peter Jennings on ABC. 75% of our ad buy was originally planned for cable networks anyway, so our identity campaign will continue. Hopefully 60% of Americans will see a UCC commercial at least 3 times during the month of Advent!

We can pray for this campaign—that people without a church who don’t know we exist, will find their way to a UCC church and support for their faith journey.

Most of all, we must continue to practice Jesus’ extravagant welcome. We do this because we are people of great hope, having heard the good news born with Jesus—that God loves every human being unconditionally. Jesus will continue to be born in lowly places and surprising ways! So we will never sing “O Come some of ye faithful.” We will sing “O Come ALL ye faithful,” as we welcome ALL to come and adore the One who showed us the loving face of God. Amen.