Jamie Smith

Signaling Our Consumption

Signaling Our Consumption

I still remember how aghast my dad was when the Nike Swoosh became prominently displayed on apparel. “I can’t believe people are paying money to be walking advertisements!” he said in disbelief, “Nike should be paying them!”

No one bats an eye at such branding any longer. A brand stands not just for the product itself, it is a social signal, marketing not just the company, but the consumer.[i]

“Nowadays you shouldn’t have a company that is not contributing in some fashion or form or sense to a cause, because the people today who buy a product, they want to know what you have done for somebody else lately,”[ii] Fubu’s Daymond John reflected on his experience investing through Shark Tank.

Welcome to McChurch

Welcome to McChurch

The days of being buried in the church where you were baptized and married are long gone for most. Ours is the age of the McChurch.

There are realities embedded in that truth that are good and bad alike. Every cultural location has its own blessings and challenges.

Believe it or not, I don’t think that the problems attendant with our consumerism are wholly bad. Imagine, for instance, how difficult it would to have your congregation embrace the truth that each member is part of a “royal priesthood” (1 Pet 2:9) in France circa 1200 AD. Why would that be so difficult? Because in that culture serfdom would have permeated the identity of the congregation. In a congregation of serfs, it may be easy for them to understand their identity as servants of Christ, but far more challenging for them to internalize the truth that they are priests.

Let’s consider then how our cultural identity as consumers impacts the way we engage with the local church. How does our McDonald’s world shape us?

Here are five statements that shape us as consumers:

1) “I’m broken, therefore I shop.” We look for churches that latch onto our deficits, insecurities, and offer fulfillment to those desires. The pulpit has always been a place where the timeless truth intersects with the cultural questions of the day, but that reality has been heightened in a consumer-driven world. The blessing of this is that the Word of God does offer healing for our brokenness. The problem is that we can be drawn not to the whole counsel of God, but only those portions that we believe help us at any given moment.

I Shop Therefore I Am

I Shop Therefore I Am

Like it or not, we are consumers. Just as a peasant in feudal 13th century Normandy was, without a choice, a farmer, so we, 21st-century westerners, are consumers. That isn’t to say the 13th-century farmer or the 21st-century consumer is reduced to that identity, but it is undeniably a part of how the farmer or the consumer thinks, feels, believes, and acts.

That consumerism, then, profoundly shapes the way we view the world and our faith. We can’t help but view our faith with the eyes of consumerism. That might feel like an off-putting statement. I realize that consumerism is thrown around as a dirty word and our natural impulse is to distance ourselves from it.

But to be able to diagnose our hearts, we have to be willing to accept this reality about ourselves. Just as you would think it absurd for a medieval feudal peasant to demand, “farming may impact the faith of those around me, but it doesn’t impact my faith!” so we ought to have enough self-awareness to realize that consumerism impacts the way all of us in 21st century America interact with our faith.

Jamie Smith’s profound book, Desiring the Kingdom, lays out a captivating description of the shopping mall as seen through the eyes of a Martian. In doing so, Smith gives us new eyes to see the ways in which the mall speaks cultural truths.

Smith exposes three truths that the mall tells us about ourselves as consumers and I’ve added a fourth:

Consumers at Church, part II

Consumers at Church, part II

We’ve been discussing the impact of the water we swim in in 21st century America – consumerism—on our spiritual lives. Last week I took a look at how unique our situation is in the context of 2,000 years of church history. The notion that you have any decision to make on the church you attend would be a completely foreign idea to the experience of two millennia of Christians around the globe.

The point of such an observation isn’t to shame our current context or even lament the fragmentation of the church (those would be discussions for another day). Rather it helps us see the strangeness of the reality that, for most contemporary American Christians, there is a lengthy period of shopping for a church that happens when one moves or, for most, if anything happens within their church context that upsets or unsettles them. The days of being buried in the church where you were baptized and married are long gone for most.

Consumers at the Mall

Consumers at the Mall

Jamie Smith’s profound book, Desiring the Kingdom, lays out a captivating description of the shopping mall as seen through the eyes of a Martian. In doing so, Smith gives us new eyes to see the ways in which the mall speaks cultural truths.

Smith exposes three truths that the mall tells us about ourselves as consumers and I’ve added a fourth:

1)      “I’m broken, therefore I shop.” The mall latches onto our own sense of deficit and insecurity; it creates desires and offers fulfillment for those desires, whether it is a PS4 or a new wardrobe or a salty soft pretzel coupled with a tart and sweet lemonade.