The philosophical underpinning of most JW belief is the notion of "otherness." JWs must stand out and become a "theatrical spectacle" before a wanton and profligate world. Part of this comes from the stories of first century Christian martyrdom. Part of this comes from the emotional manipulation of Rutherford and his successors. Because of the cultural importance of Christmas to the Western world (and increasingly to the entire world), JWs have found the primary way to demonstrate their otherness. And yet this spectacle of self-denial carries a critical element of the undoing of the JWs.
OthernessAny child born into a JW family likely has at least one (and usually many) stories about the Christmas situation. The story usually goes as follows: The teacher and class are decorating a Christmas tree or other decorations or are preparing to celebrate a Christmas party. The young JW (reluctantly if she is being honest) explains that she cannot participate because of religious reasons. If questions are asked, she will explain (again reluctantly) how Christmas has pagan origins and, as a "true" Christian, she cannot participate.
The young JW's parents are enthralled with the faithfulness of their young one. The congregation applauds how the young JW withstood the "persecution" of an invitation to participate in Christmas. The young one will appreciate (slightly) the approval of her co-religionists. She is now a self-declared "other." She has borne the stamp of the reviled "true" believer, unappreciated in this world but celebrated in heaven and assured a spot in the "new world."
It is like great performance art. It is patently absurd for children to deny themselves candy and gifts to please God and their parents. And yet there is a poignant courage to watching these children perform this spectacle and separate themselves into a social cocoon. This sole act, done for decades now, is the reason why JWs are often accused of cultism. The obviously reluctant child trying to hold up a principle that she barely understands and is otherwise unable to consent to makes everyone take notice. People have to ask, "What kind of belief system would compel a child to do this?" It is a masterstroke of religious advertising, even if it breaks a child's heart.
Seed of Self-Destruction
The problem is that for every child that has experienced this spectacle, it is unforgettable. The child never forgets the shame and the nervousness. Most importantly, the child never forgets the heartbreak. The seed of potential JW-deemed apostacy has been planted by the exercise of JW doctrine. It is of little wonder that the Pew Forum found that a pitifully low 37% retention rate among JW youth. When your first truly religious experience comes in the form of shame and sadness, you are unlikely to want to relive it.