Consumerism, Pastoring, and the Slow Death of the American Church
For about a year now, I've been heavily contemplating and praying through the effects of the ideology of Consumerism on the Church. I have come to believe that this worldview and economic system is one of the greatest enemies that the church is facing today. Consumerism tells us that the individual can find satisfaction in life through making economic choices that benefit him personally. While the idea of economic choice is not necessarily bad, it is when those choices establish our identity apart from God that this perspective becomes deadly. In other words, "choice" is only a good thing when we choose what is ultimately good, namely God and His ways. Under God's authority, choice is beneificial. Under our own authority, it is a nightmare. When our choices are focused on what we perceive to be best for us based on our own reasoning, then they become spiritually deadly. According to the perspecitve of Consumerism, life is about choice and the individual exercises his personal freedom by making choices based on preference, desire, and the perceived benefit of the choice regarding material purchases. The locus of authority is in the individual himself, or so it seems. Behind the mechanisms of consumerism is a whole host of manipulators, er, advertisers that exist to create desire within the individual where none previously existed. Messages are sent and taken in that communicates to the individual that their happiness and self-worth will be enhanced if they purchase a certain product or consume an experience. We feel like we are missing out on something valuable if we do not have what others have. Envy, greed, and lust are the result of this approach to life as people judge others and promote themselves over others according to what they are able to consume or personally own. Our identity becomes based on what we have and we value earthly things over spiritual realities. Because our lives are based on a consumeristic approach to life (we define ourselves by our ability to "choose" what satisfies us the most) instead of the worship and devotion of the Living God, our thinking becomes futile and our foolish hearts are darkened. Though we claim to be wise, we become fools (Romans 1:21-22).
Alan Hirsch in The Forgotten Ways says,
I was trained as a marketer and advertiser before I came to Christ, and when I look at the power of consumerism and of the market in our lives, I have little doubt that in consumerism we are now dealing with a very signficant religious phenomenon. If the role of religion is to offer a sense of identity, purpose, meaning, and community, then it can be said that consumerism fulfills all these criteria. Because of the competitive situation of the market, advertisers have become so insidious that they are now deliberately co-opting theological ideas and religious symbols in order to sell their product. But this co-option is merely incidental or functional; in so doing it is acting consistently with its own nature, namely that of the official priesthood of a new and all-pervasive religion. The assimilation of religious symbols and rituals merely serves to bolster its appeal to the spiritual dimension of life. An advertising executive recently confessed to me that they are now deliberately stepping into the void that was left by the removal of Christianity from Western Culture.
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