on rectitude
Music: Drive-By Truckers: Brighter Than Creation's Dark (2007)
In the New Testament Paul of Tarsus tells us that entry into the Kingdom of Heaven can be achieved by "righteousness," and as Robert Plant amends, "there are two paths you can go by": the Law of Moses (the Torah) and a faith in substitutional atonement. I suppose, then, on this "holy day" it was fitting that This American Life was about the ten commandments and the subduing of "animal passions." I was particularly amused by the latter as just yesterday I was reading William Reich's The Mass Psychology of Fascism, which asserts, of course, the commonality between the Nazis and organized religion as "sexual repression." And then, as I was listening to Ira Glass's nasality achieve humorous highs as yet unheard, reading the newspaper I was greeted by this full-page advertisement (to the left; a detailed PDF of the advertisement is here).
The ad is astonishing because it is multi-colored and large---quite an expensive advertisement, to say the least. Its sponsor is the Green family of Oklahoma (David and son Mart) and the Christian enterprise anchored by their stores, Hobby Lobby and Mardel. The Greens have been publishing large, religious advertisements for Easter and Christmas since 1997 (all the ads are available in an archive on the Hobby Lobby website). The Greens have consistently put their money where their mouths are: more recently they famously bailed out Oral Roberts University (Mart is the head trustee now). They donate significant money to charity, and were even embroiled in a lawsuit over an alleged hostile takeover of the Feed the Children. Their businesses are described as a "ministry," which is aimed principally at putting bibles into the hands of every human being on earth.
There's a lot to say about the advertisement's content: although the image was probably selected in part because of its age (e.g., I suspect it's so old that it's in the public domain), notably the figure of Jesus is that stereotypical white guy. Aside from the ideology of Whiteness betokened by the image, the yellow-green color scheme is visually arresting, locating Christ as the source of light with rays radiating outward, while men (presumably apostles) cower in His grace. The image is a visual depiction of the route of rectitude, a righteousness that leads to salvation, or what it means to be "born again."
The rhetoric of this image is classically, even stereotypically, Evangelical. Mostly associated with U.S. protestant religious systems (rooted in the first and second Great Awakenings in the 18th and 19th centuries, respectively), evangelicalism is diffuse but nevertheless organized by four basic principles: the necessity of a conversion experience (being "born again"); the absolute authority of the bible; a conviction in the resurrection; and the necessity of proselytism. Indeed, the advertising campaigns are, pun intended, proselytism on a stick. Each one of these principles is tidily summarized by the components of the ad, with text and image reinforcing each of them. This is not simply a Christian message, but a very specific one grounded in a certain, contemporary version of righteousness.
I say "righteousness" here as a special concern, because what the term used to mean in my youth at Rockbridge Baptist Church is not what it appears to mean in contemporary religious/popular discourse today. The righteousness of the Green "Alive" advertisement in the newpaper is different from what I was taught as a young Evangelical, which was more in keeping with the biblical exegetical tradition of the nineteenth century: righteousness was steering a course of correct moral behavior, living by biblical code. What I was taught is perhaps best captured by one of my favorite bands, the Drive-By Truckers:
"I don't know God but I fear his wrath/ I'm trying to keep focused on the righteous path." DBT really do capture the spirit of a certain Protestant way of thinking: I'll try to be a good person, with the understanding that Deity is "watching." The implication of the song is that I'm in charge of my salvation, and you're in charge of yours, and minding our own we do the best we can.
The "Alive" ad today, however, reflects the Green's charismatic convictions in Dominion Theology, which, again, is diffuse but organized around a core principle: the nation-state should be governed in accord with the law of God as expressed in scripture, to the detriment of secular law. That is to say, Dominion Theology is directly posed against the Jeffersonian doctrine of a strict separation of church and state. It advocates theocracy, without apologies. In the scant interviews Mart has granted, he discusses his Pentecostal upbringing and conviction in the absolute authority of the bible. That absolutism is plain, for example, in the "statement of purpose" of Hobby Lobby: "Honoring the Lord in all we do by operating the company in a manner consistent with Biblical principles." Unlike our Alabama truckers, these folks claim to know God, and intimately.
Increasingly in popular discourse we've been seeing the emergence of a new brand of righteousness that has lost its sense of humility and tacit admission of ignorance. To be sure, the certitude of prophetic rhetoric has been a motivator for the formation of the republic since it's inception (as James Darsey has so eloquently argued), and Martin Luther King, Jr. was nothing if not convicted and evangelical in his righteousness. Still, it seems to me the full-frontal assault on Jeffersonian doctrine that would stave off theocracy has been ramping up steadily from the 1970s (and the formation of the "religious right") forward. The "Alive" ad in today's paper is an apt condensation of contemporary religious righteousness: we alone know how you should be redeemed, we alone know the single path (remember, Paul specified two), and---as pastor Rick Warren said on ABC this morning---we alone are sentinels guarding the only way to salvation. The rest of you are damned.