“Christian” as a niche demographic
Timothy Noah at The New Republic laments the use of the term “Christian” to refer exclusively to conservative, evangelical Protestants (and the cultural products that cater to them):
Every morning I wake up to National Public Radio’s “Morning Edition,” and this morning my first stirrings of consciousness concerned the new movie October Baby, about a young womanwho finds out that she was adopted after her birth mother underwent a failed abortion. Ten percent of the film’s profits will be donated to an anti-abortion charity. NPR’s piece about October Baby (audio, text), described it as one of several “Christian” films that Hollywood studios have started churning out. Jon Erwin, who co-directed the film with his brother Andrew, told NPR that he was “raised in the South in a Christian home and family,” and that the values of many contemporary Hollywood films felt alien to him. Quoting The Hollywood Reporter‘s Paul Bond, NPR observed that “Hollywood doesn’t like to leave money on the table,” and noted that Fox and Sony have set up subsidiaries to serve the niche “Christian” market.
As I lay in bed struggling to wake up I thought: Christian? Christians aren’t some twee boutique demographic. Christians represent the majority. About 78 percent of Americans self-identify as Christian, according to the Pew Forum on Religion and Public Life. What NPR and Fox and Sony mean when they say “Christian” is “Christian right” or “Christian conservatives,” terms that adherents don’t like because they think they’re pejorative. “Fundamentalist” and “evangelical” are imperfect substitutes because a) the two categories, though they overlap a lot, aren’t precisely the same; and b) some of these folks consider themselves political liberals. (The worldly Cold War liberal Reinhold Niebuhr called himself an evangelical Protestant.) What conservative Christians really like to be called is “Christians.” Hence “Christian rock” and “Christian college” and now “Christian film.” This strikes me as terribly presumptuous. Bruce Springsteen was raised Catholic but he doesn’t perform anything these folks would accept as Christian rock. Wesleyan was founded by Methodists and named after John Wesley but evangelicals would never call it a Christian university. “Christian” has become a euphemism for “acceptable to the type of Christian (in most instances Protestant) who frowns on homosexuality and wishes Saul Alinsky had minded his own business.”
When you consider Christianity’s foundational position in Western art and culture, it’s somewhat ironic that “Christian” used in this sense is an almost-infallible indicator of sub-par schlock that’s not worth your time.