Despite the growing popularity of Protestantism among young people, Phil Cooke, Christian media consultant, states in his blog that small churches and mega churches don’t make much of an impact because they have no media driven strategy in a world that is driven by media.
Scientology has been undergoing a recent facelift in an attempt to create a friendlier, less cultish approach to the public with their nationwide advertising campaign. Cooke states because of their centralized organization, they can afford to use mass media, and that Protestant churches both large and small need to do the same. When media does go out from churches, Cooke asserts that the wrong message is being sent—that churches need to focus more on changing people’s attitudes about God than about why people should join that denomination.
The realization that churches should be using mass media to forward their agendas is an interesting one considering how much religion is impacting American culture, particularly right wing conservative Protestantism. Thinking of a church as if it were a corporation that needs to advertise itself is a very American idea. The question becomes then, would mass media advertising such as Cooke is suggesting fuel the culture wars even more?