We’ve been looking at journalist and social commentator Chris Hedges’ belief that secular and religious fundamentalists are out of touch with “sin that clings so closely” (Hebrews 12: 1), which explains why their utopian visions sour into dystopias. The same dynamic infects how they evangelize their utopias: the pitch starts out hopeful and uplifting, but their missionary methods inevitably degenerate.
According to his website, high-tech superstar Guy Kawasaki “did not invent secular evangelism, but he popularized it.” Robert Katai has also made a career of brand evangelism. He describes what he does by quoting a seminal Bible passage re: Christian evangelism:
And He said to them,
“Go into all the world and preach the gospel to every creature.”
But it’s not just about getting out there and telling people, he says:
“For some people ‘evangelism marketing’ means a combination of jobs from marketing, social media, PR, customer service, sales, etc. Of course, they could be right, but the reality is that having a role of ‘evangelist’ doesn’t stop at 8-10-12 hours of work. We could instead say that ‘Evangelist’ is more than a job, it’s simply a lifestyle.”
I.e., you don’t peddle utopia, you own it, become it, make it your lifestyle, your world. As a new recruit, you take your cues from your beatified leader — the utopia’s original evangelist. And why wouldn’t you become an evangelist for the cause? Utopia is good news, so why not share it? Besides, neuro-psychological research says sharing good news is good for you. 
The pitch for both secular and religious utopia is remarkably the same. Here’s a distillation:
We’ve lost our way. Things used to be perfect, but right now they aren’t, and neither are we. Something happened to us. We fell. We lost our way. We were duped. We’re falling short, missing the mark.
BUT the good news is, we can get it back. We can reclaim and restore what we’ve lost. We need to stop doing what we’ve been doing and go back to our origins — where we came from, what we began with, the ideals we were divinely endowed with, what we were destined for before we lost our way and let THEM take it away from us.
None of us can do this alone. It takes commitment, loyalty, and faith. We need to believe, we need to band together, and we need to get to work. There is a way back, things can get better — like they used to be, like they were intended to be — and we can get there together.
And so it goes. Any of that sound familiar?
What the pitch doesn’t mention is that the path to restoring perfection is backed up by a human institution seeded with the flaws of human nature. To join the cause means to become part of a community of like-minded believers and a supportive leadership and social structure designed to keep members in step and on track. As an institution grows, leadership power and the mandate of conformity increase as individual self-efficacy decreases. The institution and its ideals sweep along, gathering momentum through the sheer weight and inertia of neuro-cultural evolution. The institution’s cultural icons become sacred as the individual becomes more subservient and duty-bound. Authority figures at first offer mostly the carrot — incentivize, encourage, reward — but increasingly use the stick as well — chastise, shame, punish. Zeal that’s out of touch with its own fallibility is a set up for a slide down moral failure, bureaucratic corruption, abuse and brutality, until war — terror, torturing, maiming, murdering — is part of the package and the transition into dystopia is complete.
These dynamics apply to any offered utopia, whether secular or religious, and to the institutions that support it, whether religious, political, national, or otherwise. None of that makes it into the evangelizing sales pitch. And despite encyclopedic historical evidence and first-hand eyewitness experience, we keep responding to evangelists’ utopian altar calls:
We are like sheep without a shepherd
We don’t know how to be alone
So we wander ’round this desert
And wind up following the wrong gods home
But the flock cries out for another
And they keep answering that bell
And one more starry-eyed messiah
Meets a violent farewell-.
Coming up: We talked about cultural conflict before. The ultimate cultural conflict is war. Now that the topic has come up again in the context of this examination of fundamentalism, we’ll look next at war as a cultural institution..