Is The Consumerism Critique Legit?
Sunday, November 25, 2007
What has happened to the word "consumerism" lately? There's been a bit of debate lately about Willowcreek's REVEAL report on the blogosphere. Several bloggers have charged (including me) that Willow has caved in to its own consumerist assumptions. Others have pushed back saying "No they are not." Some have said that everyone must buy and sell in order to live, even to eat, so what is wrong with being a consumer? As a result of all this, the thought has crossed my mind: Has this word "consumerist" become just the latest "easy-mark insult" following in the lineage of "fundamentalist," "liberal" or maybe "heretic." Has "consumerist" become just another word we use that often has no underlying substance. Instead it is a word used primarily to polarize, having the effect of shutting down conversation. Is that what "consumerist" degenerated into?
This concerns me. I am worried that people might get the impression that my arguments against consumerism are trite, that I am one of those people who will just argue against anything Willowcreek does. The Great Giveaway was a serious attempt to engage the mega church (among other churches) with serious theological ecclesiological questions. The line of sociological thought now labeled "consumerism" was a part of The Great Giveway. I think the "consumerism" critique is important and should not be dismissed abruptly or misused. To this end, I offer a few basic thoughts on consumerism and a plea: Could we please, mega churches and the rest of us, have a serious conversation on the ills of consumerism and what this means for the call to be the faithful people of God for our time?
WHAT IS CONSUMERISM?
Consumerism is a label given to a specific line of thought developed within postmodern sociologies (Marxism?), post foundationalist theologies. It says that capitalism follows an immanent logic which absorbs all activities into its orbit. As Zygmunt Bauman argues in chap. 2 of Liquid Modernity, the benign "producer capitalism" of the WW2 era has morphed into a "consumer capitalism." The producer capitalism produced basic goods often reusable and durable for everyday needs (producer capitalism) Consumer capitalism produces desire for desire's sake which can never be satiated. Consumer capitalism separates all into individual's and subverts all of life to the mode of satiation of desire, the pursuit of produced happiness. In modernity, religion and belief are relegated to the private, to the individual. The only legitimate organizing forces in society are now the State and of course the market. Left to these socializing forces, we are all shaped into consumers.
CONSUMERISM IS A SOCIALIZING FORCE THAT CHANGES THE VERY NATURE OF THE GOSPEL (commoditization)
Every church must make a decision as to how it shall engage culture. Shall she seek God in all of culture, flat out reject and separate from culture or seriously engage culture for what is of God, and what is so contrary to the gospel that it must be rejected. Here is where some of us argue that the consumer culture is simply irredeemable and must be resisted. For we see that the gospel becomes commoditized when translated into these modes. You cannot make the salvation of God into a sellable commodity to be recieved for its benefits. It cannot be received as a transaction (there are those of us who see the Bridge Illustration as the seeds for a transaction oriented gospel). Salvation rather is the invitation into "dying, picking up your cross and following Christ." It is the invitation into a way of life. It is metanoia, repentance, and a stunning commitment and participation in the life of God in His Mission. I have argued in The Great Giveaway, that the evangelical church (in several specific ways) has succombed to commoditizing the gospel (of salvation, of preaching the Word, of even justice) and thereby given away being the church/Mission in America.
IN CONSUMER CAPITALISM, THERE IS A SPIRITUAL FORMATION AT WORK THAT IS DIAMETRICALLY OPPOSED TO THE WAY OF CHRISTIAN DISCPLESHIP
One of the big problems with consumerism is the buyer is in control (or thinks (s)he is). Consumerism shapes one into satiating desire. Consumerism shapes one into a form of narcissism that makes the relationship "all about me." Consumerism makes the individual defenseless against every appeal towards another better life. "To please the customer," tp satisfy the need, is a logic which shapes the way we engage the world and makes it "all about me." In short, consumerism trains and shapes the human soul in every way imaginable AGAINST WHAT IT MEANS TO BE A DISCIPLE OF CHRIST - A PARTICIPANT IN THE MISSION OF GOD.
THERE IS A SERIOUS THEOLOGICAL ISSUE HERE WHICH DESERVES SERIOUS REFLECTION
Too often my evangelical sistern/brethren slough off the marketing practices that pollute our churches. They say we have to sell. We have to eat. This is our society. Yet this is too often an excuse for not seriously discerning when to appropriate and when to resist these practices. The subtle logic of the marketplace takes over and transforms the gospel into a product. This is why the "consumerism" debate is worth engaging.
I am interested in seeing this whole discussion move further. I am interested in getting the mega churches involved in serious discussion. I am interested in avoiding the degrading of this discussion into cheap insults and trite jabs at each other.
As Steve Long stated in a paper a while back.
We must free ourselves from the rationality of the (omnivorous) market and recover a theological rationality grounded in the life and practice of the church. If we are not so converted, the church will simply continue to be incorporated ikn to the transnational corporation until the church can no longer give an account of itself in theological terms, or even feel the need to do so. D Stephen Long, "A Global Market - A Catholic Church" Theology Today (Oct 1995).
WHERE TO BEGIN STUDYING
Start with these
Zygmunt Baumann, Liquid Modernity
Jean Baudrillard, The Consumer Society
The System of Objects: For a Critique of Political Economy of the Sign
Michael Budde & Robert Brimlow, Christianity Incorporated
Vincent Miller, Consuming Religion:Christian Faith and Practice in a Consumer Culture
Rodney Clapp (ed.) The Consuming Passion
Phil Kenneson & James Street, Selling Out the Church: The Dangers of Church Marketing
There are numerous other great books. What are your favorite studies on the subject?
Posted by David Fitch | 1:37 PM
COMMENTS:
David,
I'll say the same thing I said at your church (building):
1. Your explanation reveals that consumerism is (clearly) a metanarrative.
2. Metanarratives that consume all other explanations are now dead (as said by the postmodernists).
3. Therefore, consumerism as a metanarrative explaining everything (which seems what you have offered) is dead for explaining the church.
Do I think there is consumerism at work? You bet. Do I think it is at work in megachurches? You bet. Is it too embracing? You bet. (To use some "consumerist" images.)
For me, your explanation is too simplistic. There are other factors at work, namely the art of persuasion and rhetoric and human needs ... and we could probably list a lot of other factors.
But, don't let this suggest that I don't think the consumerist critique needs to be heard and needs to be said with force.
3:22 PM
Consumerism becomes a logical choice when the church turns living the Gospel into an abstract set of do's and don'ts that determine whether you are in or out, accepted or rejected, cool or uncool. Given a choice I'll take narcissistic self-fulfillment over being constantly reminded that I am a worthless sinner. When Jesus becomes an abstraction, the Gospel loses it power to transform. Consumerism is a logical response to this alienation. Is it the right response? No. It is simply an attempt to hide my emptiness behind a facade of wealth. We may be at the same point that Dietrich Bonhoeffer found the church in Germany at the outbreak of WWII. Read After Ten Years from Letters and Papers from Prison. It is a telling description of why the church is often a noble failure in addressing society's deep dysfunction. The ultimate solution to consumerism is to make the Gospel a concrete reality of hope and transformation for people. It means we have to give up our notions of a pure, pristine church, and perfect theology, so we can get beneath the consumerist surface of people's lives to experience what they experience.
4:37 AM
Very interesting points. I certainly agree that people do see things from the perspective 'what's in it for me'...I'm not sure I'm ready to say the church is the culprit. Though I do think they are aware of this fact and can use it for good.
"Consumer capitalism produces desire for desire's sake which can never be satiated"
What if we used this to our advantage, allowed them to see what's in it for them and allow God to get a hold of them and transforms there mind. I originally went back to church for selfish reasons.
6:12 AM
A person coming to church for selfish reasons (they need financial/marital/personal help, want something for their kids, etc.) is not the same thing as the church trying to capitalize on those selfish reasons. Certainly we believe the Gospel benefits the individual, but not in consumerist terms.
Going from "here is what you get in this deal" to "live a life of sacrifice, self-denial, and mission for the kingdom" is a bait and switch. It's a self-defeating (and outrageous) strategy for the church to take toward mission. The adage is true: what you convert people with is what you convert them to.
We need to stop pretending that salvation is separate from formation, and that if we can just get people in the door transformation will somehow miraculously happen, in a way counter to the way people are scripted by consumer-based conversion.
7:53 AM
Scot … I will grant you some legitimacy to the "metanarrative critique." Jeff Stout carried this off quite well against McIntyre's "After Virtue" in his own "Ethics After Babel." Since McIntyre's critique of modernity, technique, efficiency, the manager, the therapist in modern society was foundational to my own "The Great Giveaway," and is a foundational figure to my own version of the consumerist critique, I'll accept that line of reasoning. But I think it is not enough for you to simply accuse those of us anti-consumerists of the charge without backing up your "metanatrrative" claim with a revealing of the inadequacies of "the story we tell." For instance, Stout basically renarrated an alternative story which he tried to show was more compelling than McIntyre's. I believe the social-cultural and then theological analysis of "consumer capitalism" has proven sufficiently compelling explanation of what is happening both in our society and our churches to warrant more than (dare I say) a "cheap shot"? For this reason, I suggest (and I know you don't have the time, believe me) the metanarrative argument would have more merit if you renarrated how we (the anti-consumerists) inadequately see the mega church process with an alternative account which better displays its merits. I think you may have even made some small attempts like this elsewhere. But here is where I think this debate could profitably go. So far I admittedly remain unconvinced of your argument because I have little to analyze from those who disagree with the consumerist analysis of the mega church.
Jamie K A Smith in his "Who's Afraid of Postmodernism?" correctly (I believe) articulates that Lyotard's metanarrative refers to any narrative which claims to be universally true and unembedded in a cultural historical context (p. 64-65). I hardly see this as the consumerism critique's malady. For we all acknowledge our embeddedness in a cultural line of thought re-acting to modernity. The consumerist critique never claims to be a universalist account of the way things are, but rather an account which bears forth a compelling explanation for why things are the way they are. It's claims are heuristic, not proven by its scientific evidence (which is the archetypal metanarrative for Lyotard). I therefore believe the authors who use the consumerist critique of capitalism deserve a better hearing than to be summarily dismissed by the claim to be self contradictory ala metanarrative. They are all substantive writers (some of whom I have listed in this post).
So I have a suggestion, can we get some representatives from the mega churches together, with representative theologians on either side of this issue, and gather in a conference and talk this stuff out? You could be there? What about Rodney Clapp? What about Bill Hybels or Greg Hawkins? I know some pastors from the other side that could contribute. Peace bro … you're the best. God is using you to work amongst the churches, both mega, emerging and missional. Peace and many blessings on your labors for Christ and His Kingdom!
8:06 AM
Thanks David.
To me the metanarrative critique works because it is used to explain everything -- or at least far too many things.
Example: I've heard sports explained as a religion; the refs are priests; the stands the temple; etc.. Now while I think sports and entertainment have become intoxicatingly idolatrous for some, there is more to sports than this and the explanation is too embracive to be realistic to me.
I think this way of the consumerist explanation, and believe me I'm anti-materalism and Kris and I have made choices our entire marriage about things like this. But, I think too much is explained and explained away by using this.
By the way, Reveal surveys megachurches and small churches etc. so is an average study of lots of churches, and the architects of that study are reasonably convinced this is a nationwide result and not a megachurch phenomenon. Are you giving this information its role in your comments?
On a conference ... I'm game but I'll not be one who will stand up for megachurches or any other kind of churches. I'll stand for NT principles and how to live it out in our day.
My critique here is that I don't think "consumerist" explanations are careful enough to the daily realities.
Now one more point: you can say all you want about Reveal, but that study may have little to do with why folks at any church attend church.
I could ask any of your foks what they "get out" of your church and come up with some pretty good results. Fine. That still might not get to why folks go to church or to their formation ... and I'm convinced this Reveal study measures a very minor issue -- how a local church contributes to the personal formation of an individual Christian. (Don't forget that this is what this study is revealing: What a person "gets" for spiritual formation from the local church. Is this the best way to study the issue? I don't think so. Does it tell us something? Sure does.)
8:50 AM
David, I was surprised that you were surprised that the word consumerism is a polarizing word. It is unfortunate that there are words that tend to stop dialogue, but can you think of a time that the consumerism word was used in a positive light? In your current post, you yourself refer to it as unredeemable.
Which leads me to another point. Consumerism is the culture or a large part of it. It is like the lense possibly or the language. And in any culture there is good and bad, but "it is what it is". In an agrarian society the culture is growth oriented and the gospel can be communicated in terms of growing. In an industrial society, the culture is materialistic and the gospel has been communicated in a more rational even transactional sense. In an information society, the culture is consumeristic and the gospel can be communicated in selling terms. I see that as somewhat neutral or contextualized. Now when you sell using half-truths like prosperity and happiness without the cross to carry then that is going away from NT principles. But if you could tell a Chinese house believer you will get persecution, imprisonment, and hatred in exchange for your old life and have joy in struggles, forgiveness for sins, and eternal life. Quoting The Who (and Rez Band) "I call that a bargain, the best I've ever had".
Consumerism is the language of the culture. Some might be frustrated, to say the least, about big-box Christianity and connect with God in a more organic, ancient environment. But hasn't that person (using the language of the culture) stopped consuming God at the Walmart(R) church and started consuming God at the Whole Foods(R) church.
We must all search for the the Cross road. It's like the guy who was looking for his lost keys under the lamp post. He didnt drop them there, but it was sure a lot easier to look there. I resemble that remark.
The prophet's road is a hard one, and it is even harder when he's on the outside looking in like Amos. Do your best David.
7:56 PM
David -
Thanks for several thought provoking posts about consumerism and the megachurch model of ministry. I'm an associate pastor at a church that was recently planted by a megachurch. I came to our congregation right out of seminary, and had never been part of a megachurch culture before. So my experience is a bit unique.
Interestingly, both our mother church and our congregation are trying to make the transition from an attractional model of ministry to a more missional focus. As you mentioned in your previous post about Willow Creek this is a tough task, but I do think it's possible.
I blogged about this today if you're interested in reading another perspective.
Blessings,
Brian
2:42 PM
David, if you had to choose one book from your list to recommend, which would it be? I think I'd like to pick up Baudrillard.. a good one to start with?
4:57 PM
Len ..if you're into the postmodern continental analysis ... well then Baurillard's good. If you want some sociological analysis Baumann is just as excellent a place to start.
Good to hear from you as always
Thanks for the blog Brian ... hope to meet along the way ..
1:27 PM
David,
It is your turn to stir something up. I posted a letter about Calvinists and my blog got over 9000 hits a day both Monday and Tuesday.
Your turn. Say something about Calvinists, David, and you'll see how the consumption culture gets its name. Baumann and that French fella await.
5:12 PM
Scot? me stir something up? I'll leave that to you.
Besides .. Calvinism is so completely antiquated, impractical and irrelevant I can't see it being of any consumer interest (wink, wink)...
8:39 AM
Hi David, how are you? Thanks for the post. Thought you might enjoy reading this. I wrote it awhile ago, but thought you find it interesting.
It’s not Business, it’s the Gospel
“If you don’t like the way you were born — try being born again!”
This announcement, prominently displayed recently on a church marquee in my neighborhood, reflects perfectly the spirit of religious life in North America today. It advertises to all who pass by the church what sounds like very good news: “If you don’t like who you are now, God has a ‘new you’ ready to try on! Details available inside!”
This is exactly the kind of message that modern men and women like to hear. What could be better news than to hear that the God who called the universe into existence wants nothing more than to make us over into what we most want to be? How could this message not be compelling? As a result of years of cultural conditioning, recent generations in North America have come to see themselves almost exclusively as consumers whose sole purpose in life is to satisfy their individual needs…Not only does this message by itself leave much to be desired, it is also symptomatic of a widespread problem within the church today, which is to confuse the gospel with an infomercial, and the community of God’s people with vendors of spiritual goods and services.
I love this quote from the book StormFront. It reminds me of a similar situation I went through in the mid-90’s.
I was invited to sit on a panel to explore a new program called; “New Strategies For City-Wide Evangelism.” I still remember the question that was posed to me as if it were yesterday. “Mark, if you could figure out how to put the gospel into a vitamin bottle, package it, market it, and get it into the hands of men and women in the city, our churches would be filled to capacity.” In other words, I was asked to help implement a marketing strategy that would successfully saturate the entire region with the gospel and turn “customers into consumers” and the church into a “vendor of goods and services.”
My years of business and my experience in marketing and producing products seemed to be precisely what was needed to launch a new and innovative marketing program. Had I found my call?
Let’s face it. Though the fundamental idea of marketing has been around for over fifty years, the message itself is ageless. Surely, if Fortune 500 companies see fit to spend money on marketing campaigns in order to achieve brand recognition and successfully turn customers into consumers, couldn’t the religious sector do the same? Customers are the focal point of all businesses, religious or secular, aren’t they? It doesn’t take a savvy executive to know that in order for organization to exist, one must do marketing and do it extraordinarily well to flourish.
You can read the rest here
12:10 AM
Mark... thanks for alerting me, I went over and read it ... excellent ...
8:09 PM
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