This morning I went to Mass at a different parish than I usually attend, and was met during the homily by the same homily every mass at every parish around the diocese received today, and that is the Bishop’s Lenten Appeal (BLA). The last several weeks have been spent professing the virtues of the BLA but this week we received the step by step instructions on how to fill out the form and make a pledge.
I am a certified curmudgeon, and I have always been a little uncomfortable with how the Church executes this maneuver. There is nothing intrinsically wrong with the BLA, but something about asking for money from the pulpit feels off. It is worth noting that the Bishop is well within his authority to do this, and that supporting the BLA is a good and noble thing, and the Bishop is not requiring participation but encouraging, so the duty of obedience only extends as far as tolerating the pitch during a few Masses out of the year. If I was master of all things, I would simply say that 5 Sundays of the year–ten percent of a 52 week year–the weekly collection goes straight to the Diocese. But maybe that tells you how little wisdom I have and how blessed we are that I am not master of all things. I simply prefer the Bishop would issue commands as commands, and this busking from the pulpit feels like an underutilization of the Bishop’s lawful authority.
To the credit of this parish I attended, the choir is one of the most beautiful I have heard around the diocese, perhaps even taking the first prize. The most beautiful piece of singing I have heard was a single organist singing and playing Schubert’s Ave Maria on All Souls Day three years ago, and it moved me to tears I am not ashamed to admit. It doesn’t take much to be beautiful, and sometimes simplicity does the trick.
After Mass I went straight to the Barber because I haven’t had a haircut since before Christmas and I was beginning to look like an abandoned sheep found in the wilderness. Blessedly, I arrived just as “Meet the Press” was ending and, unfortunately, I arrived just as Joel Osteen’s television ministry was beginning. Thanks to the diligent work of my barber, I could not hear anything that Joel Osteen was saying, but I did pay attention to what message he was sending visually.
Before I elaborate, I want to point out why this is important. Communication is more than just the things we say. Everything about how we present the message, when we present the message, and where we present the message is important. As it happens, this ties in well with todays readings at Mass. I don’t watch a lot of TV these days, but when I did I used to think sometimes about how I would evaluate an advertisement if I was the president of an ad agency. I think the first thing I would do is watch the ad with the volume muted, to see what message I get without hearing what is said. Communicating your message visually is half of the battle, especially in advertising.
I have a half remembered anecdote from my undergraduate education. There was a marketing conference–for some reason my memory says “it was in Spain” but that’s not really relevant. During the conference, an ad was shown highlighting a new product–a sweet beverage. The ad said a lot of things about it’s nutritional benefits and how it’s part of a complete breakfast or something like that. But the ad displayed a child drinking the product. Before the conference was over, orders for the product were being called in at a high volume–the ad didn’t say anything new, but what it showed was that the sweet beverage was a children’s product, and that was an innovation at the time. They had opened a new front in the brand wars–the child market for sweet beverages.
So Joel Osteen. I was watching (and not listening) his program while I was getting my hair cut and seeing what I could absorb. First thing I noticed: There was not a single Cross on display anywhere in the program. Not behind him, not on the Bible he held up, not anywhere in the football-stadium crowd of people when they panned over the audience. Not a single cross anywhere. The name Joel Osteen was visible on the TV Screen many times–every 5 seconds there would be a blurb on the bottom of the screen, “Buy this book! Pre-order that book! Subscribe to social media! Listen to the Podcast! Contribute now, call this number!”
The Joel Osteen program exists to serve Joel Osteen. I thought about–well, there is a football stadium full of Christians, can that be so bad? The answer is that I can’t say–not that I don’t have an opinion, but that it’s not for me to say. God may be working on the hearts of some people in that stadium–and certainly, a friend of Christ is a friend of mine. But do they understand properly? Isn’t protestantism heresy?
The contrast just stuck with me today. The BLA, while discomfiting to me, is at least executed in the context of worshiping and honoring God, and providing almsgiving to the Diocese so the Diocese can serve those in need. Joel Osteen, it is hard to say his program is even Christian–where is the Cross??? Why would that be missing? Was that an oversight? Was it not important? And it’s hard to say any contributions made goes to anyone other than Joel Osteen.
Let’s pray for those sheep following false shepherds, and let’s pray that we find in our hearts to give alms to those in our lives who are in need.
AMDG
