There have been quite a few comments recently, and a mention of it in Jake’s recent post about good & bad fruit, about the tendency to equate emotion with “the spirit” in the church. There is an element of this that reminds me of the old adage about consultants, that they are people who ask you if they can borrow your watch to tell you what time it is, then keep the watch. Emotions are part of being human, and they can be stirred by many experiences.

On Reddit, there was a person sharing a funny story of something that they did when he was in the MTC. As a language learning activity, but also a lesson in teaching “with the spirit,” older missionaries were paired with newer missionaries who hadn’t yet learned the language, and they were supposed to bear testimony in the language (which the new missionaries couldn’t understand) and be evaluated on whether the new missionary felt “the spirit.” As pranksters, several of the older missionaries would make up nonsensical phrases using their new language skills, but say things in a very emotional way. “There is a monkey in the window. We call him window monkey. The window monkey is smiling at us. Smile at the window monkey.” And of course, they proved the simple fact that even if you are talking total nonsense, but you say it in an emotional way with moist eyes and a quavering lip, Mormons will believe that they felt the spirit.

Of course, this emotionalism doesn’t necessarily work on outsiders, especially if it’s over-the-top blubbering. When I was in my first area as a missionary, a mere week into my mission, my trainer asked me to share a message or something. I was overwrought, under-slept, sunburnt to the point of blisters, and only understood about 20% of what people were saying at this point. I don’t even remember what I was saying, but I just burst into tears, then tried to pass it off as emotional-testimony stuff. The reality was that I was kind of miserable at this point. The woman we were teaching thought I was completely off my rocker; she did not “feel the spirit.” My trainer was kind, but explained that over-emotional displays that Mormons liked were usually a turn off to outsiders. She probably also realized I was just not having a good time.

My first encounter with deliberate playing on emotions, at least that I recall, was when the AT&T commercials of the 1980s were big. The commercials were all about calling your relatives on the phone (when long-distance phone calls were a cash machine for AT&T), and featured Diana Ross belting out her heartfelt tune in the background: “Reach out and touch… somebody’s hand … make this world a better place … if you can.” Grandmothers with tears in their eyes talked to distant grandkids. Hearts were touched. For our stake’s youth conference theme, some Tobias Funke got the idea to make tee shirts that said “Reach out and touch someone” and this was our theme. I’m sure you can all imagine what a bunch of horny teenagers made of that slogan.[1]

Throughout the 70s and 80s, the church went viral [2] with a series of ads, designed to promote good messages about honesty or helping others. These ads were designed to tug at the heart strings, and they were very effective at portraying the church as family-centric, so long as we’re talking about traditional nuclear families with kids. The ads were so successful that the church saw a boom in membership numbers, and for the first time, a change in how outsiders saw the church. Instead of a weird polygamist cult, Mormons were a formerly weird polygamist cult that was now big on happy families and telling the truth to scary adults in your multi-ethnic urban city.

Our unique strength is the ability to touch the hearts and minds of our audiences, evoking first feeling, then thought and, finally, action. We call this uniquely powerful brand of creative “HeartSell”® – strategic emotional advertising that stimulates response. 

(See archived description from Bonneville Communications’ website)

The thing is, these emotional messages work. It’s why theater and film can be so powerful. It’s why reading books can change lives. It’s why even the unchurched often consider relationships and family to be the foundation of their spirituality even though they may be agnostic or atheist. It’s why, even as horny teens who joked about the stake sanctioning the make-out sessions we hoped would happen at youth conference, we also secretly hoped we would be that person who did make a difference in someone’s life, a depressed stranger, a lonely teen, someone with a rough family life who needed a friend. We could make a connection and make a difference.

It seems that the Church isn’t doing these types of ads any more, instead focusing on ads that demonstrate that “we really are Christians, too” as if the Church is feeling defensive around their chosen political bedfellows, the Evangelicals.[3] Messages now are more “worship” focused and less “be a good person” focused. I think that’s a real miss, even if the old ads were cheesy and manufactured.

But it seems that there is also a real issue with conflating the spirit with emotions and human connection, if only because they are certainly not unique to the Church. To go back to the original metaphor with the consultants, members are free to say “I want my watch back” and go on with their lives. They will take their emotions with them, and they can still do good works and connect with people. Hopefully we all do that.

  • Do you think the Church’s “Heartsell” program was misguided or unethical?
  • Can you tell the difference between “the spirit” and normal human emotions about relationships?
  • Should the Church go back to doing ads about being more ethical vs. worship-focused ads? If you were in charge, what would you do?

Discuss.

[1] This is why I’ve always said that the church needs to have at least one dirty minded person evaluating all publications whether local or at headquarters, and yet, they seldom do.

[2] Back when going viral still referred to viruses.

[3] Which is like trying really hard to get the band kids to let you sit with them in the cafeteria. The band kids, people. Who gets ostracized by the band kids?