Does the Latin Mass movement need a “rebranding?”
If you ask the good folks responsible for the Mass of the Ages documentary series, the answer is a resounding “yes.” They love the traditional Latin Mass and lament the fact that less than 2% of Catholics attend that liturgy. They argue that one of the biggest reasons for that small number is the perception that surrounds regular attendees of the Latin Mass: that they are “mean” and “unwelcoming,” and overall have an insular attitude.
But if you ask many long-time Latin Mass attendees if the movement needs a rebranding, they will likely bristle at the suggestion. They defend the overall way Latin Mass goers comport themselves, and feel that an effort to rebrand is falling for stereotypes and even gaslighting from Church officials.
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It’s a battle between the Latin Mass New Guard (most of the Mass of the Ages team consist of younger and relatively more recent attendees of the old rite) and the Old Guard.
So, does the Latin Mass movement need a rebranding?The Rebranding of the Latin Mass Movement – Crisis Magazine