When the Rev. Russell Moore was a Baptist boy in Mississippi, he knew the culture around him had lots of unwritten rules.

Dogs didn't live in the house. Women didn't chew tobacco in public and men didn't chew at church or in funerals. Tattoos were forbidden and scary.

So he was scandalized one Sunday when a man came to church sporting a tattoo of a naked lady and propped his arm on the pew for all to see. To the young Moore's surprise, his grandmother whispered that this was good news -- because the man's wife had long been trying to get him into church.

Moore recalled his grandmother saying: "He's not trying to be rude, honey. He just doesn't know Jesus yet."

In a way, that's where Southern Baptists are right now, said Moore, in a pastors' conference sermon before the recent national Southern Baptist Convention in Columbus, Ohio. Baptists are struggling to relate to real people who live in a changing culture that frightens, or even angers, lots of church people.

"For a long time … in certain parts of this country, baptism was kind of a Bible Belt bar mitzvah," said Moore, who leads the SBC's Ethics and Religious Liberty Commission in Washington, D.C. "You needed a Christian identity, you needed a church identity, in order to make it as a good American, in order to be part of the culture around you. Those days are over."

Moore's words in recent weeks -- in pulpits and mass media -- have offered fresh evidence that some leaders of America's largest Protestant flock realize the cultural ground is shifting in America, including their once safe base in the South.