Mass Markets and the "Liturgical Long Tail"

ABSTRACT:This article offers a social-scientific perspective on the theme of "Liturgical Reconciliation: That They May be One." Specifically, it presents a positive case, on pastoral and evangelistic grounds, in favour of liturgical diversity. This argument applies equally to individual parishes and broader—e.g., deanery, diocesan, national, Church-wide—levels. Different, concrete factors influencing church/congregation growth or decline are delineated, and the rationale for applying economic models to thinking about pastoral life is explained. The paper introduces the concept of "the liturgical long tail," and argues for its disproportionate importance for ecclesial vitality.