"Commodify Me Oh Lord..."

For the past couple of years my brother-in-law, Todd, has been researching how American consumerism pollutes the Church, and blogging about it along the way. It has been fascinating to read his conclusions. I can't wait for the book. Here's a nugget from one of his most recent posts,

An advertising and marketing paradigm of evangelism and theology internalizes an exchange mentality in both the evangelist and the target—one where salvation can be “obtained.” It is made into a transaction. Not one where people are purchasing an object with money but, rather, one where their payment is in the form of their conscious attention. Their regard toward God and their conversion is objectified nonetheless. Christianity is possessed—something one “has” rather than what one “is.” In this way, faith is mediated through the advertising and marketing paradigm.

When the church markets the gospel the same way Nike markets it's shoes, it creates consumers rather than people who are genuinely transformed. Not exactly what Jesus had in mind, methinks. Thanks for this Todd.

For more of this post, read here. It is one part of five separate posts, and I'm assuming more are on the way. Search his blog for much more on this topic (and some Apple propaganda).