Sesame Street turns forty this week. And, if you're under forty, I'll bet just seeing those words in type means a theme song is now running through your head. That's because the children's educational television show has worked itself through an entire generation of American popular culture. There's something here I think the church can learn from the Children's Television Workshop.

Now, as I soon as I mention Sesame Street, I know some of you will balk about its educational value. You'll point me to studies suggesting that learning the alphabet from singing puppets actually shortens kids' attention spans. No argument here. But simply learning facts was never the primary goal of the program.

As the New York Times puts it, this was a "messianic show," with a "mission" to remake the way children envisioned the world.

Yes, Big Bird and Bert and Ernie and Grover and Oscar the Grouch and their human co-stars would teach you about letters and numbers and safety tips. But, more than that, they would show you, by the characters they featured and the plotlines they put forward, a new way of seeing things on issues ranging from racial equality to obesity prevention to the global fight against AIDS.

I know that some immediately will conclude that I'm saying simply that churches should contextualize in their teaching and mission.

Yes, Sesame Street did contextualize. The writers and producers picked up on familiar themes such as advertising commercials ("This broadcast is brought to you by the letter ‘C.'"). They built their segments around a typical child's attention span. They featured songs that were easy-to-sing and memorable (pop quiz: can you hum the tune of Ernie's "Rubber Ducky" song? Of course you can).

And, yes, of course, churches should contextualize the gospel, addressing people in a language that can be heard and understood.  But contextualization itself is not enough. Some of the most self-consciously contextualized churches are faddish and hyper-consumerist. They're more like the mass-marketed latter years of Sesame Street, and less like the early, innovative, culture-shaping times. And we've got all the "Tickle Me Elmo" kinds of Christian ministries we can stand.

Sesame Street was effective because the program didn't just contexutalize to the present; it contextualized to the future.