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The New Mainstream
Two Worlds, Two Cultures

Two worlds. Two cultures. Two markets. Two mainstreams. This is what has become of Christian enterprise in America: a $4.2 billion industry committed to putting out records, books and entertainment with a message that according to Bill Anderson, president of the CBA, formerly known as the Christian Booksellers Association, “aligns with Scripture.”

One has to wonder, however, how all of that $4.2 billion in merchandise could possibly be scripturally sound. Is scriptural integrity the primary motivation for this market or is it something else? My limited understanding of economics is that the primary motivation for any market is usually profit. Secondarily might be the spread of the gospel or the dissemination of the word of God, but I don’t think either of these can account for $4.2 billion of success. There’s something bigger here driving this machine, and I would suggest that it is primarily the fear factor, and the resulting protection that a Christian industry provides a worried and nervous clientele.

Many Christians find the world to be a frightening place, viewing secular culture as hedonistic, vulgar and even demonic. Parents naturally fear for their kids. How will they make it in such a world? What Christian parent wouldn’t acculturate their children in Christian education and alternative entertainment if these were made available to them?

One can see how any environment that provides a safe haven against a perceived hostile world would be very appealing among those who share this view. With a media and entertainment saturated culture, there is no end to what can be opted for in a Christian version, providing a more desirable, worry-free alternative to what is viewed as increasingly offensive and dangerous.

Up until now, I have been calling these two markets “Christian” and “mainstream.” It was a way in which to avoid the less desirable term “secular,” but this is no longer accurate, because "Christian" now can be considered as having its own mainstream. What we have are two very powerful markets operating side by side, utilizing the same principles of business and marketing while claiming to have radically different messages and worldviews. (I personally think these differences are debatable and not as great as touted, but that is for another discussion.)...

...But those outside the Christian culture are just as wary, in like manner, of the Christian label due in part to the political influence of many Christian groups and the aggressive stance taken on cultural issues that conflict with those who have a different worldview. Many in the world have developed a kind of allergic reaction to anything Christian because of this. Bottom line is: we’re afraid of them and they’re afraid of us. Is this what Paul meant by being separate from the world? I wonder.....