The Death of the “Emerging Church” – Not A Conversation Killer
It did not take a prophet to predict that one day the term “emerging” or “emergent” will likely outlast its usefulness for many people. Those who have been part of this conversation, even early on, knew that as it gained popularity and as the marketing gurus got their hands on it, they would try and milk the term for all it was worth. This is one reason so many tried to constantly remind people that the “emergent/emerging church” is not the next church growth fad, or a new plan on how to do church from a box, but a conversation. Conversations grow, change, and evolve. Marketing comes, make’s a buck, and moves on.
Last week Christianity Today Blogger, Url Scaramanga, declared the emerging church dead. Scaramanga said he felt like a character from the Godfather that was just delivered a message of a hit when he met with an “informant” two years ago – apparently the emerging church was soon to be “sleeping with the fishes”. Now that the two years has passed, the Emerging church is apparently dead; right on schedule. And who was this “informant”, which I am surprised did not come with a cool code name like “deep throat”? It was someone who worked for a book publisher, who said “their marketing plans included dropping the ‘Emerging Church’ brand within two years.”
Apparently what we are talking about is a death of a “brand”; a “brand” that many in the conversation resisted from the beginning; not wanting the conversation to ever take on a slick marketing image and campaign. The book publishers aren’t the only guilty party. Plenty of predominant voices of the conversation cashed in with publishers and got their piece of the pie as authors and catalyst of much of the conversation. I don’t really want to disparage these authors, books, or even the publishers that printed them. I think a lot of good has come out of these things, but we knew that as a brand and in the terms of marketing there was a limit to its lifespan. But we also knew, that as a conversation, the ideas and dreams we are hashing out together, as we continue to journey toward Christ could, and would, outlive whatever “brand” the marketing experts would attach to it.
For those of us who are taking part in the conversation, and understand the “emerging/emergent church” as a conversation, we are a bit surprised to hear that it is dead because we are still both listening and talking. The conversation continues, it is going new places and more are getting involved. The term “emerging/emergent” does not always go with it, but the substance of the conversation is there. That is all that has really matters; it is what has always mattered. Frankly, many of us who spend a lot of time in the conversation are glad that the marketing side of things may be near the end.
While the books and press helped stimulate the conversation on some level, at the same time it became harder and harder to help people understand that it was just a conversation as some demanded that “we” state what “we” believe. It frustrated many who had not engaged with it as a conversation that no one wanted to own what the collective “we” believed. This is because it would cease to be a conversation when you set it in stone. If you listen to a conversation, instead of just one person, you find people believe a lot of things. Some of what people in a conversation believe resonates with one another, some of it does not. People involved in the “emergent church” conversation certainly have many areas and topics where they find some affinity with one another, and like any community there are some common values, but no one is ready to declare these things definitive and keep it from growing and evolving. Perhaps now with the apparent end of the marketing side of things, we can get back to the grass roots of it all and see where the conversation will take us next.
When I started “Emergent Nazarenes” two years ago, it was never to start a “brand”, but rather participate in this larger conversation while keeping in mind our own traditions as Nazarenes. What I found out was that there were lots of other Nazarenes who were also having these conversations. I even found out that there were Nazarene’s having these kind of conversations long before there was a name for it like “emergent”, just like many others from various Christian traditions over the years. A few of these Nazarenes are contributors on this blog, and/or have their own blogs, and some don’t even know what blogs are; but they are out there. One great benefit of the term “emergent/emerging” was that it helped people find each other. Though the term is still hard to define, using it was enough to draw people into dialogue. I never once thought that being an “Emergent Nazarene” meant anything more than a Nazarene who engaged in some level in the conversation about what it means to follow Jesus in the world we live in today.
So the conversation will continue. I am not sure how much longer our small part of the conversation will have a blog that says “emergent” on it, or even a blog at all, but I don’t think as a whole anyone is really done talking. If anything, I think we are still just beginning as we become better at listening and not just talking. I think we are beginning to listen better to one another, to our various Christian traditions, to different cultures (even those in different religious traditions), to our own church history as followers of Jesus, to our holy scripture, and yes- to God. Because of this our conversations are just getting better as they continually point us to Christ.
So, I say to you at the apparent death of a “brand” according to a marketing campaign of book publishers, long live the conversation!
Peace,
James



