Religion on the Road: Highway Evangelism and Worship
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ON T^E ROACJ: HiqhwAy EvANqElisM ANd WoRship ENVJRONIVIENTS foR TRAVEIER iN AfMERiCA Beny MACDOWEH Contemporary travelers along America's addressed to the passerby, proffering religious network of open highways, rural roads and urhan testimony, instruction and inspiration. streets are offered, like the religious pilgrims of the Perhaps the most effective messages are those Middle Ages, both spiritual guidance and devotional that are simple, direct and emphatic, sucb as the opportunities. Yesterday's pilgrim, under the directional sign on Highway 27 north of St. Johns, protection of the recently demoted St. Christopher, Michigan, that points out the "ONE WAY, JESUS emharked upon his journey with a clear CHRIST" (Fig. 2), the two-way hand lettered sign on understanding of the nature of his mission and a a front lawn near Spring Green, Wisconsin, that specific sacred shrine as his destination {P'ig. 1). proclaims "JESUS SAVES" and "PRAISE THE Today's traveler, however, is often unaware of LORD," the admonition to "GET RIGHT WITH the religious experiences that may lie ahead, to he GOD" near Indianola, Mississippi, or the startling encountered along his route rather than at the end of image of a nail-pierced hand and its message in his journey. With far less effort than was required of Shelby, Montana, "JESUS LOVES YOU SO MUCH their medieval counterparts, Americans on the move, IT HURTS" (Fig. 3). At this point, it may be well to if they wish, can receive religious enlightenment and remember Fred Schroeder's observation in Outlaw inspiration through the messages, images and Aesthetics that "religious experience has no sacred settings designed for their contemplation and aesthetic restrictions."' The essential criteria, in use. addition to sincerity of expression, are to arrest the In general, such material falls into two attention and speak to the spiritual needs of those categories, not necessarily exclusive of each other: 1) who may catch only a brief glimpse as they speed by. Highway Evangelism and 2) Worship Large billboards, professionally executed, are Environments. The first of these groups includes generally sponsored by churches and religious message-bearing signboards, grafitti, bumper organizations. These often display a greater degree stickers, license plates and painted vehicles; the of sophistication and reserve in their style and second consists of mobile chapels, wayside chapels, content. A few simply advise the traveler to "FIND shrines, grottoes, gardens, drive-in and outdoor THE STRENGTH OF FAMILY VALUES IN YOUR churches. Within both categories one may find HOUSE OF WORSHIP" or to "KNOW YOUR rehgious images and symbols that function not only CREATOR." Others are more specific in their as wordless messages but also as aids to worship. information and counsel. "HE LIVES" proclaims a Surely the nineteenth-century "father of modern billboard on a major artery in Detroit while high revivalism," Charles G. Finney, would heartily above a busy Detroit expressway interchange endorse these modern-day "new measures" as another sign informs commuters that "THERE IS A appropriate ways in which to witness to GOD AND HE ANSWERS PRAYER." "DEAR contemporary society.' DADDY, JESUS LOVES YOU" simulates a child's innocent scrawl along its slate; another child's hand Highway Evangelism appears toi have printed the poignant phrase, "DADDY, JESUS CARES" (Fig. 4). In Nebraska, a The alert traveler along our country's highways two-way sign conveys stern warnings: "PREPARE and byways soon becomes aware of a variety of TO MEET THY GOD" and "THE WAGES OF SIN rehgious messages intended for the perceptive eye IS DEATH." South of Grand Rapids, Michigan, a and the receptive heart. Ranging from professionally large billboard instructs passing motorists that painted signboards, commercially printed bumper Jesus is the way to salvation, while near Pontiac, stickers, and officially produced license plates to Michigan, Sallman's popular depiction of Jesus asks hastily scrawled grafitti, han^-lettered signs and the soul-searching question "ARE YOU ON THE decorated vehicles, these inscriptions include RIGHT ROAD?" (Fig. 5). famihar scriptural texts, popularized religious Many religious signs are erected by commercial slogans and intensely personal interpretations of establishments and combine secular identification Biblical themes. Whatever the style or medium and advertising witb sacred messages. On the roof of employed, all of the displayed sentiments are the Precision Assembly Company in Dearborn, 64 JOURNAI of AMERJCAN CLIIURE thr ElUimni us.) Fig. 1 Chaucer, the fourteenth-century English poet, shown as a reUgious pilgrim on the road to Canterbury. The adventures of a band of auch pilgrims ore recounted in his Canterbury Tales. Fig. 2 This roadside sign north of SL Johns, Michigan, suggests that the beat route leads upward. ON ihE RoAd Fig. 3. A hand-painted sign in Shelby, Montana, deinandti attention with its vivid image of a nail-pierced hand. FIRST BAPTIST CHURCH 47 E. ATLANTIC Fig. 4. This billboard in Las Vegaa, Nevada, simulates a child's scrawl on lined paper. 66 JOURNAI of CUITURE I Piff. 5 A sign on Interstate 75 west of Pontiac, Michigan, features a popular depiction of Jesus and a provocative query for the traveler. Michigan, a portable sign sends its messages in two evangelist has used brightly colored spray paint to directions. Motorists heading east are advised to write words of hope: "GOD CARES," "JESUS IS "TRY JESUS, HE'LL NEVER LET YOU DOWN" COMING," "JESUS SAVES" and "JESUS while westbound drivers learn that "JESUS IS THE ACTION" (Fig. 6). The power of messages such as ANSWER FOR ALL YOUR PROBLEMS." Another these stems from their testimony to the presence of Dearborn sign, sponsored by the Olympia Health exuberant faith in the midst of bleak environment. World, bears the seasonal greetings "HAPPY Other types of highway evangelism include BIRTHDAY JESUS: MERRY CHRISTMAS TO communications that move along with, or toward, ALL" below its name. Not far away, Lacy's Cleaners the traveler, giving greater time in which to perceive advertises "wedding gown preservation" above the the words and comprehend their meaning. Among wish "MAY CHRIST BE IN YOUR CHRISTMAS." these "mobile messages" are bumper stickers, Perhaps the most timely message that combined personalized license plates and vehicles emblazoned sacred and secular elements was seen in Traverse with religious slogans, scriptures and symbols. Each City, Michigan, at the Travelodge Motel, on that of these evangelistic "new measures" gives an added memorable day in October of 1978 when Michigan spiritual dimension to the "icons on wheels" of our State University's football team defeated the contemporary cultured Although bumper stickers University of Michigan by a score of 24-15. The are mass-produced commercial products, their great proprietor of this motel, obviously a loyal U of M fan, variety aiiows for personal expression in the took great comfort in the thought that "MICHIGAN selection of a particular sticker for one's own vehicle. LOST BUT JESUS IS STILL NO. ONE." The examples are endless but among the most (Unfortunately, there was no room at thia inn.) prevalent are such sentiments as the following: "I A more personal form of evangelistic witness FOUND IT," "TO GOD BE THE GLORY," "IF YOU and communication is found in religious grafitti LOVE JESUS HONK TWICE," "TRY GOD." "A which, because of their impromptu, ephemeral DAY WITHOUT JESUS IS LIKE A DAY character, remind one of that "handwriting on the WITHOUT SUNSHINE," "JESUS LOVES ME." wall" seen by the ill-fated King Belshazzar.' Some of "CHRISTIANS AREN'T PERFECT, JUST these hastily scrawled messages give greater hope FORGIVEN," "JESUS IS THE BEST THING than that seen in Babylon. "JESUS LOVES YOU" THAT EVER HAPPENED TO ME," "GOD IS IN reads the painted inscription on the wall of a rock CONTROL," "CHRIST-A CLOSE ENCOUNTER adjoining a western road. In a far different setting, OF THE BEST KIND," "WISEMEN STILL SEEK within a decayed urban area of abandoned buildings HIM," "JESUS EQUALS PEACE" and "OPEN 24 and accumulated debris, an anonymous Detroit HOURS DAILY TO SERVE YOU—JESUS RtliqioN ON ihe RoAd 67 Fig. 6 In a blighted urban area, an anonymouE evangelist bas left words of hope. Fig. 7 Example of bumper sticker with religious message. 68 JOURNAI of AMERJCAN CUITURE CHRIST"(FiK . 7). witness. Robert Beaumont states that he likes to Closely related to bumper stickers, but consider himself "a billboard for God."'^ permitting greater individuality, are the Ernie Katai of Taylor, Michigan, drives a personalized license plates that owners of vehicles Lincoln Continental with the single word "JESUS" can custom-order from state agencies. Through this on his license plate. Mr. Katai believes that "most means, a legally required mark of identification may people don't realize the power in Jesus' name," both be transformed into an evangelistic medium of to protect one from life's many dangers and to reach communication. Devising a religious message in six others who travel by.« Painted vehicles offer yet letters or fewer demands considerable ingenuity. another means of conveying religious messages. Some have met this challenge admirably with Ernie Katai is a truck driver who uses his semi truck "JESUS," "GOD IS," "GLORYB," -'PRAY." to give witness to his Christian convictions. Painted "AMEN" and "ASKGOD" (Fig. 8). on the back of his truck's cab is the word Unlike bumper stickers, each plate is one of a "GLORYBOUND." a term that is also his CB radio kind. Personalized plates afford their owners "handle." At the back of the truck's trailer are the additional opportunities to witness to their faith. Mr. statements "JESUS IS COMING SOON. PRAISE Robert Beaumont of Lansing, Michigan, whose car GOD." Katai's deep faith is based upon personal bears the plate "GOD IS," relates his experience of experience of healing through power.