Beliefnet News

Beliefnet News

UCC, Shunned By Networks, Takes Inclusive Message to Internet

posted by mconsoli | 9:32am Friday April 16, 2010

CLEVELAND (RNS) Six years ago, United Church of Christ advertising spots promoting the church’s openness and diversity were shunned by major broadcast networks as “too controversial.”
Rejections of the 30-second spots — which showed unnamed churches turning away gays and minorities — sparked a continuing battle between the UCC and broadcasters over free speech, censorship, discrimination and promoting religion on public airways.
Now, the UCC has turned its back on television and is taking its message of inclusiveness and diversity into cyberspace with a massive, direct advertising campaign via the Internet.
On Friday (April 16), the 1.1-million member denomination will post a video ad on its Web site and ask 60,000 of its members and supporters to disseminate that message through social networking sites like Facebook, My Space, Twitter and e-mail.
In addition, the church is spending $50,000 to purchase space for the 60-second video on popular blogs and various social networking pages. Church leaders hope the advertising blast reaches up to 4 million people.
“We’re creating our own network,” said the Rev. Ben Guess, director of communications for the church.
Guess said the UCC, a liberal-leaning church that ordains gays and women, is taking on the Internet “like no denomination has ever done before.”
The church’s Internet blitz follows its long battles with CBS, NBC and their cable affiliates, which refused in 2004 to air two ads nationally. Some local affiliates did air the ads, as did some cable stations, costing the church $12 million for production and air purchases over five years.
But national networks, saying the ads were too controversial, wanted no part of them. A complaint filed by the church with the Federal Communications Commission is still pending.
At the time, CBS said its policy was not to air ads that proselytize on behalf of any one religion. NBC said it rejected one of the ads because it carried the implication that there are churches that don’t accept some people.
Guess said the church is not backing down from its complaint with the FCC.
“We don’t think the issue has been settled,” he said. “There seems to be no clear FCC policy. Decisions to air or not to air ads are completely at the whims of network executives.”
Guess also said the church has no intention of buying TV ad time, although he said that decision was not a reaction to the church’s battle with the networks.
“It’s about us seeing a new opportunity,” he said. “It’s about embracing the way people are making important connections on the Internet. Young people spend more time in front of a computer screen than a TV screen.”
– Michael O’Malley / The Plain Dealer
Copyright 2010 Religion News Service. All rights reserved. No part of this transmission may be distributed or reproduced without written permission.



Previous Posts

Did Rastafarian spokesman Bob Marley become a Christian on his deathbed?
Three decades after the death of legendary Jamaican musician Bob Marley, an intriguing story is circulating. “What most people don't know, and many try to cover up, is the fact that Bob Marley converted to Christianity in 1980,” proclaims an article that has appeared on a number of websites.

posted 4:52:03pm Feb. 10, 2012 | read full post »

Are U.S. colleges hostile to Christian students?
Are Christian kids on U.S. college campuses facing open hostility and discrimination because of their faith? Supreme Court Justice Justice Samuel Alito seems to think so. So does U.S. Seventh Circuit Court of Appeals Judge Daniel Ripple – and human rights attorneys Gregory Baylor and Jordan Lorenc

posted 12:18:26pm Feb. 09, 2012 | read full post »

Building a Temple to Atheism
When I say temple, you think religious place of worship right?  When I say atheist, you think one that believes there is no God.  Stay with me now, when I say religion, don’t you think about the worship of God?  Before this blog becomes a full blown say what you are thinking game, let me get to

posted 5:49:11pm Feb. 03, 2012 | read full post »

Romney Nabs Second Primary Victory in Florida
"I stand ready to lead this party and to lead our nation.  My leadership will end the Obama era and begin a new era of American prosperity," Romney said in his victory speech in Tampa Tuesday night.  Romney who won all 50 of Florida’s convention delegates is the only Republican candidate to have

posted 5:15:58pm Feb. 02, 2012 | read full post »

Science Whiz Gets a New Home
17 year-old Samantha Garvey made national headlines when she was selected as an Intel Science Talent Search semi-finalist—one of 300 across the country vying for the top prize, a $100,000 science scholarship.  It was Garvey’s home life that tugged at the heartstrings of people all over the coun

posted 11:53:07am Jan. 30, 2012 | read full post »

Advertisement
Comments read comments(21)
post a comment
Grumpy Old Person

posted April 16, 2010 at 10:27 am


“But national networks, saying the ads were too controversial, wanted no part of them. “
How on earth is the message that God loves everyone in the least controversial???
Oh wait, I remember. Some folk/churches want to restrict God’s love to heterosexuals.
Spare us from such ‘love’.



report abuse
 

cknuck

posted April 16, 2010 at 2:15 pm


In the first place UUC is promoting itself with propaganda and lies, many churches as a matter of fact most churches are inclusive to homosexuals UCC in its eagerness to increase its membership demonstrates its willingness to deceive, not a attribute of Christ.



report abuse
 

ACC

posted April 16, 2010 at 7:22 pm


CKNUCK–I’m confused by your comment, there’s nothing about the UCC ad that’s a lie. There are many churches that are not accepting of gays. I believe the Catholics have been pretty clear about homosexuality as a sin. The Methodists, I believe have refused to admit homosexuals as church leaders, pastors. Episcopalians were the first to ordain an openly gay bishop. However, many churches accept homosexuals as sacred persons, but seek to reform them as they understand homosexuality as a sin rather than as love. So I don’t see what the UCC has done as being in any way propaganda or lies. Perhaps you can explain how the UCC is practicing deception to me? The notion that they accept all people isn’t a lie, and there’s absolutely no suggestion in this ad that others are NOT accepting (although that would be a valid point I think).



report abuse
 

interpreter

posted April 16, 2010 at 8:21 pm


It’s a proven fact that the more liberal a Church becomes, the more it loses members. Christians want a Church that stands for something (i.e, Biblical principles).



report abuse
 

Henrietta22

posted April 16, 2010 at 8:40 pm


Good for the UCC Churches. Christians want a Church that stands for something that resembles our Lord Jesus Christ, with love for all people who worship together. The others that don’t agree are not going to be forced to join.



report abuse
 

jestrfyl

posted April 17, 2010 at 11:35 am


ck
There are a whole huge lot of churches that will be glad to include homosexuals as long as they conform and change their entire perspective on life to bend to that churches particular variety of rules. We invite, welcome, and incorporate everyone and help them discover their own path with Christ. It’s not about rules, its about relationships; with each other, with God, and with humanity. And I’d be careful about the whole “lies and propaganda” assertion – that is a two edged sword that can swing around and slice the wielder too.
interpreter,
Its not all about numbers. We are strongest when we are open to the widest diversity. Not all our members are liberal. But we promote inclusion of everyone. So rather than close the door to those who challenge our perspective, we invite them to join us. Our guiding principle is that we treat each other with respect – the same respect that God shows all people. Recent research indicates that many of the megachurches have a small core and a large set of visitors and occasional worshipers. That is no different than anywhere else. We simply don’t include everyone who drops by now and then as “members”.
There is no doubt that the UCC is not for everyone. But we do tend to become home for people who feel they have become outcasts and left behind by their former church. Our openness makes some people uncomfortable. The joy (and for some the itch) is you never know who is sitting next to you in the service of worship, or working next to you in a mission project, or standing in line ahead of you in the pot luck. We don’t offer answers as much as help people refine their questions (and their prayers) – again, an itch for some folks. Our hope is that this new approach to publicizing our unique take on “church” will attract the folks who have no church home and are looking for God, Christ, and the Spirit.



report abuse
 

SFer

posted April 17, 2010 at 2:39 pm


Unfotunately, there are certain denominations who consider themselves the arbiters of all things Christian, including who is and isn’t one. High on their “Isn’t a Christian” list are both Catholics and gays.
Religion, like politics, does indeed make strange bedfellows.



report abuse
 

Mordred08

posted April 17, 2010 at 5:53 pm


So much for that “liberal media” BS.



report abuse
 

cknuck

posted April 17, 2010 at 6:48 pm


jest most advertisement is deceptive, and these spots the moment they start shooting darts at other churches they show they are not holy. Like most smear campaigns they have unholy motives and adjectives. At the bottom of all smear campaigns lie evil intent.



report abuse
 

ShannonF

posted April 18, 2010 at 6:52 am


It is apparent that at least in this case the media is correct, they are opposing religious intolerance. The UCC church is exclusively inclusive at the expense of demeaning anyone that is not aligned with their own views. Is it OK to stand for something, can you still say that you love all people all though you don’t agree with their lifestyle or type of ministry? Such hypocrisy! This is akin to someone making the blanket statement that unless I agree with them, I am prejudice, or non-loving, or non-accepting of them as a person. This is merely a man centered group that preach feel good messages that have no foundation.



report abuse
 

nnmns

posted April 18, 2010 at 11:49 am


“At the bottom of all smear campaigns lie evil intent.”
Please keep that in mind as you post about homosexuality and about liberals and about various other people you dislike.
“This is merely a man centered group that preach feel good messages that have no foundation.”
Every Christian church preaches a feel good message that has no foundation. Apparently the UCC is friendlier and more inclusive and less harmful in its version. And I see no problem with an ad that welcomes people to their church.
Now some here – cknuck comes to mind – are quick to criticize churches for this or that but woe be to any church which suggests other churches may have a problem.



report abuse
 

cknuck

posted April 18, 2010 at 5:47 pm


I just got back from church where my pastor did not preach a “feel good message” He call led for a good look at who we are and to love the difficult. Does love call for us to accept inappropriate behavior? The church that does not accept homosexuals in its flock is as wrong as the church that elevates the behavior in leadership roles. Homosexuality is on the rise and so many people are directly touched by it. Love ones who are homosexuals should be loved and cherished but it is still a sin. Everyone that will be in either heaven or hell will have been a sinner. Only Jesus will separate the sheep from the goats. The problem occurs when people because a sin is so prevalent and is socially acceptable no longer call sin sin and then go so far to call it righteous. I wonder when people justify homosexuality by saying animals do it if they will justify abortion with the fact that some animals kill their young. Sin is sin. It give me no pleasure saying this but when you lie about homosexuality the truth still has to be told. God will always send someone to tell the truth.



report abuse
 

DGeorge

posted April 18, 2010 at 7:09 pm


I don’t read the statement on inclusiveness to be a smear on anyone. It is simply a statement that this is who UCC is, and who it is not — they do not judge others and accept all of God’s people. Who is to judge what is a sin and what is not? And as Cknuck correctly says, “Only Jesus will separate the sheep from the goats”.



report abuse
 

nnmns

posted April 18, 2010 at 7:36 pm


cknuck does your church say you may live forever? If so it’s a feel good message with no foundation.
I’ve pointed out there’s homosexuality in animals to counter the claim it’s unnatural.
And abortion doesn’t need to be justified, it just needs to be available to those who need it. Some people do need to understand why others need it, but there are always people with little empathy.
And then there are those with far more empathy for the pretend person they can pretend is “innocent” than for the real person and perhaps her real family who have the real need for that abortion.



report abuse
 

nnmns

posted April 18, 2010 at 7:39 pm


Sheep vs goats eh. Sheep go to heaven, goats go to hell? I always thought goats were more interesting than sheep. “God” must want to be terminally bored with all those sheep he’s trying to produce.



report abuse
 

cknuck

posted April 18, 2010 at 10:24 pm


nnmns strange quote, “And then there are those with far more empathy for the pretend person”
I have empathy for all people; I don’t think having empathy and being in total agreement of certain behaviors are one and the same. I don’t know of any “pretend people” and I have only heard that type of language from those who wish to justify brutality upon others.
Eternity has no foundation to those who have no knowledge of God who is not limited by space or time. It’s pretty hard and in fact insane to set out to prove something does not exist if you are limited by time and space or have a finite sense of faith that can only know death.



report abuse
 

nnmns

posted April 19, 2010 at 7:06 am


cknuck, learn to read. I said those claims are without foundation. I didn’t say or claim to have proven they are false (though the odds favor that immensely)!
And what a big head you must have to claim to not be limited by space or time. And you do have a pretty finite sense of faith since you don’t, presumably, believe in Allah or Shiva or the Flying Spaghetti Monster. To believe in only one tiny version of one little god among all those available for belief is a puny faith indeed. The difference in our disbeliefs is tiny. The difference in our requirements of evidence for our beliefs is immense.
Some days, cknuck, you are more laughable than other days. Yesterday you really should have read over your brags before you posted.



report abuse
 

cknuck

posted April 19, 2010 at 4:06 pm


you prove my point you could read it a thousand times and still be as hateful and confused concerning God and those who worship Him. Such is your fate, not one I can laugh about, but feel sad for you.



report abuse
 

nnmns

posted April 19, 2010 at 5:12 pm


When you can refute nothing, natter on about something else, eh cknuck. And if you fear someone’s message call them hateful. Well happily I’m not hateful.
Some call religion an opiate and your previous spacey message was convincing evidence that sometimes it has a similar effect.
But I’m not going to stay here and trade insults with you.



report abuse
 

pagansister

posted April 21, 2010 at 9:07 pm


Good for the UCC. The internet reaches probably more than TV spots anyhow, so their message may be seen and read by more folks…all to the good of the UCC and the folks who try them out.



report abuse
 

fawnebrock

posted May 2, 2010 at 5:16 am


warm microblogging reductions weather power december



report abuse
 

Post a Comment

By submitting these comments, I agree to the beliefnet.com terms of service, rules of conduct and privacy policy (the "agreements"). I understand and agree that any content I post is licensed to beliefnet.com and may be used by beliefnet.com in accordance with the agreements.

Share this story


About Beliefnet

Our mission is to help people like you find, and walk, a spiritual path that will bring comfort, hope, clarity, strength, and happiness. More about Beliefnet.

Help

Media Kit

Subscribe

Legal

Copyright © Beliefnet, Inc. and/or its licensors. All rights reserved. Use of this site is subject to Terms of Service and to our Privacy Policy. Constructed by Beliefnet.

Advertisement

Report as Inappropriate

You are reporting this content because it violates the Terms of Service.

All reported content is logged for investigation.