• Generation Self

    There’s a fascinating piece in the Guardian this morning about Generation Self – that’s the name being given to those who are around the age of 20 at the moment.

    It seems to some pollsters that as they enquire about the values that people who are that age hold they are being surprised at how much more right wing they seem to be than previous generations.

    It seems to me that there may be something in the analysis. I’m the generation that doesn’t really know his neighbours. Those younger than me seem to be those who really don’t want to know their physical neighbours. I can’t imagine voting for a party who say they want to crack down on welfare spending in order to give me tax cuts but it now seems to be a respectable thing to say and something which seemingly “respectable” people advocate. Activism has become signing an on-line petition rather than joining with other people to get other people to help change the world.

    I remember being shocked at the last election by the number of young gay men I know who said that they were voting Tory and who seemed to think it was obvious that they should do so.

    “But, but, but… Section 28, Mrs T, solidarity!” I cried to no avail.

    If there is something in this Generation Self thing then it needs a lot of thought. Apart from everything else, the views and peccadilloes of the twenty-somethings of every age somehow seem to define who the rest of us are. They set the direction.

    And so, the churches that are going to benefit are going to be the churches which speak right into the experience of those values being lived. Who will succeed? Who will fail.

    All I can see on the horizon is success for those churches which give a clear identity message and doom for those churches which are based on a parish/district model of attracting people simply because they are in the locality.

    I can see a future for confident evangelical churches – probably getting bigger again as they offer something directly to a generation who seem to be in the “What’s in it for me?” mentality. What’s in it for you, sunshine? Oh, eternal life, salvation, big things. All for you. I also think that there is a possibility that such churches will increasingly be promoting social justice issues though probably single-issue things like the environment.

    And I can see a future for confident expression of a more catholic counterculture to the zeitgeist. I can’t see much of a future for conservative catholicism in any denomination. I can see churches providing spaces and places for those who dream of a connected world, a world where neighbourhood is defined by values not locality and a world where the sacramental refreshes through sign and symbol a bunch of people who are pretty much out of sorts with the prevailing winds of opinion.

    “Come to us because we are here in your neighbourhood” just isn’t going to cut it.

    Heaven knows, it hasn’t been cutting it (with the possible exception of a few very leafy locales) for quite a while.

    if you are not one of them, what do you make of Generation Self? Do you like them? Do they care? What can be done to open the possibility of church as a life enhancing opportunity to them?

    If you are a twenty-something, does the description Generation Self feel right?

10 responses to “Advertise, advertise, advertise!”

  1. Matt Hanson Avatar

    Good writing. Keep up the good work. I just added your RSS feed my Google News Reader..

    Matt Hanson

  2. Eamonn Avatar
    Eamonn

    How naff can you get? It was worth listening to a professional advertiser’s comments on the Lichfield advert on the Sunday programme on Radio 4.

  3. Gavin Drake Avatar

    Adverts that make people in the church feel comfortable are likely to be completely irrelevant to people outside the church. As the instigator and creator of the Lichfield football adverts campaign I stand by them – they did what we wanted them to do. We had a target and we achieved that target. The professional advertising chap on Radio Four was anti the adverts; but he was also anti the entire Christian message as a self-proclaimed militant atheist. His best effort? “Life” – which is a campaign he created for the Billy Graham missions 20 years ago. Hardly creative (now, 20 years on) nor fresh. His message was that the church should get rid of Jesus, God and all the “after life” stuff and concentrate on making people feel good now.

    One final thought, in this blog entry aren’t you demonstrating the Christian Christmas grumpetyness which you appear to be criticising in others?

  4. kelvin Avatar

    Thanks for your comments Gavin.

    You are quite right about my grumpityness though I was not particularly being critical of it in others. Indeed, being able to rely on other people’s grumpityness is one of the things which has ensured a lot of exposure for the CAN ads, for example, the Bad Hair Day campaign and the Meek, Mild As If one. It was the (mock?) outrage of the christian community that got those ads talked about.

    I’m a fan of what the CAN do, which I perhaps did not make clear in the above blog entry.

    I’d be interested to know what the target was and how achieving it was measured.

    I have to confess to feeling embarrassed by the Lichfield ad but then of course, it was not aimed at me.

    I also commented about past CAN campaigns here and here.

  5. Kennedy Avatar
    Kennedy

    Having listened to the CAN adverts, I am left asking what the message was and who was the target audience? If the intention was to familiarise the audience with the characters and motifs from the Christmas story then OK, but there is more that could be said in the time.

    You’ll permit me a small plug for the stuff that GRF produce.

    Have a listen:

    http://smallvoice.org.uk/wp-content/uploads/2008/09/01-ms-christianity.mp3

    Yes, this uses the style of the M&S ads but I think that it communicates something about the Christian message and in a form that a non-church person could relate to.

    The judges at the Jerusalem Awards seemed to like it as they awarded it the premier award in the ‘Shorts’ category at their awards ceremony last week.

    If you are looking for creative audio to use in churches or schools then have a look at http://www.audiopot.org.

    Kennedy

  6. kelvin Avatar

    Thanks Kennedy. I like the M and S Ad. Very clever. I always like hearing Albatross (the music underneath) because it reminds me of someone I knew a long time ago who used to play it (on large pipe organs) during communion.

    One of the drawbacks of the ads that I was speaking about above is that they all depend on knowing the Christian story. That is perhaps legitimate in a Back to Church Sunday as it is presumably aimed at folk who have gone away knowing something or other.

    The line about the penalty does kind of imply that substitutionary atonement is what we believe though.

    The Lichfield ad certainly got a lot of coverage and if that was the intention, it succeeded.

  7. Elizabeth Avatar
    Elizabeth

    I must admit I found the racing advert amusing. The football ones leave me cold. Aside from issue about inclusivity and dubious theology, I think living in Glasgow has made me very wary of any connection between religion and football.

  8. Coxy Avatar

    I think that the football one is excellent, as does my wife (and she can’t tell the difference between Liverpool and Arsenal – I guess they do both play in red though!). How is it not inclusive of men and women? As I see it there is good build up play from Mary and Joseph before Jesus scores…

  9. kelvin Avatar

    Hi Nick

    I’ve just rescued your comment from a spam filter – don’t know why it got swallowed.

    At St Mary’s we tend to avoid language like “men” where what is really meant is men and women, “mankind” when what is meant really is humanity etc

    This affects things like the language we use for hymns.

    We’d never sing, “Brothers, this Lord Jesus, shall return again” for example. In a mixed crowd it just seems rude.

    There is an ongoing degate about how far to go with this policy but by and large, language inclusive of men and women is the norm at St Mary’s and exclusive language tends to jar and be distractive when you’ve got used to more inclusive language in church. Thus the ad is something we couldn’t use because of the use of the word “man” meaning something other than just men.

  10. ryan Avatar
    ryan

    The term “banter”, as featured in the ad, should also be used by no-one anyway (and only partly because of Chewing the Fat). O the amount of people that have endured abuse and had it expained away as “just banter”.

    Wondering if “male” ads like this are ok if one also does female-centered advertising, or if the whole idea is hoary sexism. St.Silas does a Women 4 Women thing which I believe is popular. No Men 4 Men though.

    Hope I’m immune from the st.silasite ensnaring spam filter
    ;-).

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