I never knew there was actually a history to church signs. In fact, I think I probably thought they just suddenly randomly popped into existence. One week the signs existeth not, and lo, the Lord spake, and all of a sudden signage appeareth.
The Slate sideshow goes through the brief history of church signage and how it developed into the full-bodied word puns we get to laugh at (derisively or not) today as we drive by in our moving cubicle with windows up and AC on, protected from the God germs.
The one thing that struck me about this photo essay is the perceived disunity in the church that the author sees. His writing is rife with references to marketing and phrases not unlike “pulling the people into the church with the hottest item.” It isn’t just perceived disunity though. Some churches really do have this marketing mindset, like they’re in a marketing battle to the death with the other churches in town - and I think it is not an exaggeration to say that some pastors of churches see themselves in this way, as the lead spokesperson of their just-now-getting-it, recently-hip megachurch-hit-sensation - $19.95, but only if you call now and take advantage of this extraordinary offer!
The church lacks unity in its approach to life and culture. The small-town pastors with a flock of 50 get discouraged because they think that nothing is happening; the megachurch pastors thank themselves for blessing themselves with so many followers of themselves. Etcetera. It goes on and on. Few follow a consistent ethic of Christian love and unity, which translated into real life would look like this: people understanding and really grasping that the church exists for the glory of God, not a political movement that has warped and twisted his public image for its benefit, not a personal philosophy of love-is-God, not for the sappy emotional rhetoric of rich televangelists, not for the dreams of a “senile benevolence” (C.S. Lewis: see here) that looks on with a happy smile when we ignore him, or dumbly doesn’t get the fact that the joke is on him.
Needless to say, the church should not be the way it currently is. It’s a good thing culture hasn’t given up on picking our flaws out yet. The moment the culture stops doing this is the moment that reformation in the area of gospel and culture goes along at a VERY slow pace. We would not have so many opportunities to remind ourselves of the flawed ecclesiological presuppositions underlying the church’s dismal disunity today were it not for culture.