• Addresses the commonly felt, but little addressed, pastoral problem of the mismatch in understandings of the nature of the rite of baptism between churchgoers and non-churchgoers. • Based on extensive research into attitudes to the rite of baptism present in the language of churchgoers and non-churchgoers in English culture. • Introducing a new methodological framework for theological reflection in practical theology. Linguistic research enables access to attitudes to the rite of baptism which are often unexamined and unstated, which exist in the background of English culture. • Findings of empirical research into language are reflected upon theologically and sociologically from the perspective of a practitioner of parish ministry. • The findings of this research are anticipated by many in the world of practical theology, due to the presentations delivered by the author during the course of her doctoral studies.