Theology of Cool

What is the place of hip/trendy/cool/fresh in the church?
Are these bad things to strive for?
Provided the adjectives apply to Biblical approaches, certainly not.

Is it a God honoring marketing approach?
I don't believe it is.

I was directed to a couple of commercials from a local church today. In each of the commercials, they present themselves as being cool, hip, much more fun than "normal church." I've met the pastor a couple of times, and I dearly love some people that attend the church. I have no doubt their desire is to reach the lost. However, I think they've made a critical error in judgement.

Striving to be Biblical

I know, it sounds "high and mighty" when you first say this. But think about it. What other choice does the church have? If we strive to be biblical, I have an exterior standard (the Bible). I can assess successes (and failures) according to that standard. It's the same standard for all of us, despite the culture, language or era.

Striving to be Cool

By nature, this is an interior standard. In one sense, I compare myself to the culture. I look for things I like (and others like) and then seek to emulate them, possibly even looking to improve upon them. I take that which looks attractive and try to adapt it to my setting. But to remain fresh and cool, I can't just "do it," I have to do it better than others. I try to use the most popular cultural devices to reach people with my message, gaining their attention, not by the message, but by my ability to use those devices better than others.

First, the church must compare itself with the culture. How do we compare to the latest music, shows, trends? But the hip/cool/fresh church isn't done here. If that church chooses to use its cultural relevancy as a marketing tool (let's call it what it is), it must then address a second standard. How do we compare to our brothers and sisters? You see, a church that chooses to fly under the banner of cool must do so by establishing other churches as "uncool." There message is rarely, if ever, that church in general is cool. Their message is our church is cool. Superiority is not merely implied by the cool church, it is often declared. Such statements as "better, different, fresh, new, "not like" often pepper their adds. Sentences launch with terms like "Finally," and "At last" to speak of their arrival. One is left to infer, "We should go to their church, it looks better than the other options."

But is this how we are to compete?

Do you not know that those who run in a race all run, but only one receives the prize? Run in such a way that you may win. Everyone who competes in the games exercises self-control in all things. They then do it to receive a perishable wreath, but we an imperishable. Therefore, I run in such a way, as not without aim; I box in such a way, as not beating the air; but I discipline my body and make it my slave, so that, after I have preached to others, I myself will not be disqualified.--1 Corinthians 9:24-27

Also if anyone competes as an athlete, he does not win the prize unless he competes according to the rules.--2 Timothy 2:5

Therefore, since we have so great a cloud of witnesses surrounding us, let us also lay aside every encumbrance and the sin which so easily entangles us, and let us run with endurance the race that is set before us, fixing our eyes on Jesus, the author and perfector of faith, who for the joy set before Him endured the cross, despising the shame, and has sat down at the right hand of the throne of God.

If we are to race against one another, I don't want to run. There's no way I'm beating Paul and he says he's running to win. However, I think we have to understand the race analogy.

Sub 5 minute mile club Suppose a group of runners are competing against the 5 minute mile standard. Each runner trains, presses and disciplines himself to reach the mark. He is aware of the rules, not wanting to be disqualified despite his strenuous efforts. Yet, as he trains with others, he may notice a runner struggling. He may make suggestions, offer aid. Even in the race, the runners may encourage, challenge, push and even support each other as they all press for the similar goal. If only one runner in eight can acheive the mark, the reward is not greater for him than if all eight acheive the mark. They press, they work, they strive, they compete. But they can labor together.

The Mile Race However, if the runners are competing against one another, there is no such support. A couple of runners may train together, but for selfish reasons. Even if all eight runners record a sub-5 minute mile, only the very first person is truly the winner. Seven runners may have run a great race, but walk away "losers." In fact, they may all remain out of shape and not train. They all may have my physique. They may walk the race, yet someone will win. The "winner" may not be excellent, he's just not as bad as the others. There is no standard but just beating the other guy.

Paul is running the race. We are running the race. But we're not competing with one another. We're pushing one another, encouraging and exhorting. Our standard isn't the guy beside us (or the church down the street). Our standard is the Word of God. When a church makes obedience to the Word its goal, that church wins and can celebrate every church that does likewise. But when the church makes cool its goal, any other church becomes competition.

They no longer run to win, they run to beat the other guy.