
I found Jana Riess’s recent post about the President Nelson’s pivot away from “Mormon” interesting but I believe her thesis could be refined. Citing the familiar Armand Mauss retrenchment/assimilation axis, she sees the move from “Mormon” to “member of the Church of Jesus Christ of Latter-day Saints” as a swing of the pendulum back towards the assimilation end of the spectrum: We’re in an assimilation phase, a “we’re not weird” phase. Shedding the term “Mormon” helps us to assimilate ever more comfortably because the word, with its accompanying history, is one of the most distinctive things about us… the move makes sense as a piece of the larger assimilation puzzle. Emphasizing denominationalism may not win converts, but jettisoning “Mormon” makes us appear that much closer to mainstream. This analysis might have been sufficient were we still in the 20th century, but the intervening decades have complicated the picture. We are now living through a moment of historically high polarization and tribalism, and these factors call into question the existence of a mainstream “mainstream” into which we could assimilate. What’s more, we’re also in the midst of the Rise of the Nones. So when she says that the new emphasis on our formal name “just makes us sound like everyone else,” who is this “everyone”? There is no longer a simplistic American mainstream to serve as the basis for comparison. Something else is going on, and a couple of paragraphs from Elder…