This reminds me of the GOP’s approach to Latino voters: Lots of time spent assuring the audience that you’re not against them, zero time spent trying to win them over by explaining what it is you’re for. The underlying message, which is presented as a sort of advertisement for Christianity, is “Believe it or not, not all Christians are terrible people.” That’s some ad. Imagine the corollary for BuzzFeed: “Believe it or not, not all of our posts are clickbait garbage.” Which would certainly be true, but how eager would you be to read the site if that’s how they were marketing themselves?

If you want the believer’s take on this, here’s Erick Erickson wondering how a Christian can witness for their faith without mentioning Jesus and Mollie Hemingway wondering whether it’s Christianity that’s really being witnessed for here. Isn’t it really the BuzzFeed worldview that’s being celebrated, with Christianity merely presented as something that doesn’t inconveniently interfere with that?

As the better half [Mark Hemingway] noted, imagine that BuzzFeed did a video like this for Muslims. “I’m Muslim but I’m not a terrorist!” The outrage would be immediate. But somehow it’s okay to castigate the vast majority of Christians whose views differ from BuzzFeed dogma as homophobic, holier-than-thou, close-minded, unaccepting, uneducated, judgmental, conservative ignoramuses who put themselves on a pedestal. On that pedestal front, I wonder if the BuzzFeed video production team or those interviewed had any idea how self-contradictory that came across.

Coming soon from BuzzFeed video: Is it technically a violation of “Thou shalt not steal” if all you’re stealing is viral content from Reddit?