Kyle Small provides some insight from a different perspective on the DVZ issue. Kyle addresses the question: Why I am not surprised at Zondervan’s Silence (and my complicity)?
Michael Emerson and Christian Smith conducted a study of evangelicals, namely white evangelicals, and the results sadly confirmed that only 4% of White Evangelicals considered race/ism an issue [Divided By Faith, 87]. I tend to agree that it is barely an issue for “us.”. I am a white male; I grew up in a white church, and served as pastor in four predominantly white communities, including two suburbs. I am currently co-pastor in a rural white community. Throughout most of my experiences race is not a problem….mostly. And if I choose to view my experiences by the nomenclature of most, I will be able to forget those few circumstances of racism in the church and forever propagate Emerson’s findings – racism is not an issue.
I am Zondervan’s target market. The churches I serve will buy their books, maybe even their recent Christian testimony about the recently divorced, high-celebrity couple, John and Kate Gosselin, Multiple Bles8ings. And when I buy their puritan evangelical literature I will hopefully dismiss Zondervan’s connections to Fox Media owner and adult industry govenor, Rupert Murdoch. All of this devilish content will fade under the publisher’s citations of Scripture and stories encouragement that nourish my suburban soul.
I am not too surprised at Zondervan’s silence to the accusations of racism. Very few in their market see a problem, and as long as this ignorance continues, why should Zondervan bother and offer any attention to questions about Deadly Viper? The hermeneutics of racialization are absent from the marketing and profiting practices of the media giant.
Yet regardless, the whiteness of Zondervan is creating a hell that lacks cross, ecclesiality, and conscience. And the hell we (White Evangelicals) have created is continually foreign to our imaginations fed by the publishing cocoon Zondervan has created in protectionist response. It often appears that Zondervan publishes in order to cocoon their market and save us from the liberal and angry voices of outsiders, especially Angry Asians (who have graciously been adopted into dominant culture and how ungrateful some will be – satire). This cocoon eliminates entrance into the hell that we have created for marginalized others; it has saved us to believe in a resurrection “in a body not bearing the scars of its own crucifixion” (cross – Perkinson). The cocoon has eliminated any calling out (ecclesiality) but merely a calling within to be more white, more pure, more sectarian – more cocooned. And as long as Zondervan continues the cocooning of White Evangelicals, there will be no conscience to even conceive of the complaints lodged against them. When we are finally released from the cocoon we will hopefully emerge as big white butterflies who can fly from the suburbs into the heavens unaware of the divisive hell we propagated on earth.
I wish I was not one of Zondervan’s marketing groups; I wish I could find a quick and easy way out or even adopt myself into a marginal group (especially as justice for marginalized is a trendy topic in some sub-groups of evangelicalism), but I cannot. What remains is James W. Perkinson’s claim: “any talk of race by white folk must begin with lament, terror and rage.” Zondervan is free to ignore the voices of the Asian, Black, Hispanic, and Native American communities – they believe that you don’t consume their stuff. But Zondervan cannot ignore the voices of their major marketing segment – White Evangelicals. Unfortunately, we remain all too silent, but now is the time to speak with and for Others and enter this hell of publisher’s racism with lament, terror, and rage, otherwise the words already spoken too easily fall on deaf ears.
See James W. Perkinson. White Theology: Outing Supremacy in Modernity. New York: Palgrave MacMillan, 2004.