Jesus and Merchandising
It is safe to say that Americans live in a society that is focused, if not addicted, to consumerism. Since America identifies itself as a Christian nation, it is interesting to see people so wrapped up in the buying of material goods. There has even been a rise in the goods bought from the Christian merchandise industry. It is not uncommon to see people walking around with a t-shirt, or other form of merchandise, proclaiming their faith in God. When they act like everyone else though, the meaning of the message is undermined. Christians are told to be in the world but not of the world (Romans 12:2). However, does wearing a t-shirt or having the Bible verse on your key chain make you in the world but not of it, when your actions are in no way what Jesus taught his followers? In this website, I will show you how Americans (who identify themselves as Christian) have fallen into the same state of mind as non-Christians, how this is has caused a jump in the sale of Christian merchandise, and how this can affect the meaning of the message behind the merchandise that is being sold.
Christian merchandise is becoming more and more popular as years go by. According to a study done by Hirdes, Woods, and Badzinski, the domestic consumption of Christian products is on the rise. In 1996 the gross income from the domestic sale of products with a Christian message was $3 billion. Just eight years later, in 2004, it was $4 billion. The rise has gotten so intense that the Christian merchandising industry was expected to make $9.5 billion by 2010, an increase of $5.5 billion in just six years. This is incredible considering that in the previous eight years; the gross income increased only $1 billion. In his article “Has Advent Succumbed to Consumerism?” Paul O. Myhre becomes increasingly upset about how the Advent season is treated each year. Instead of focusing on the spiritual aspect of Christmas, and wait for the Lord, Americans, Christians included, are bombarded with message about finding the perfect gift, and the flashes and whistles that come with each new product. The average American, who claims to be a Christian, is pulled away from the true meaning of Christmas, and forced into a world of chaos, that is their local shopping mall around the Christmas season. Now that I have shown how Christians have fallen into the consumerism trap, I will now tell you how it has affected various authors of my sources, as well as the Christian merchandising industry.
Many Christian writers and critics are not fans of the rise in consumerism that has been happening throughout the country. In her article “The Pursuit of Happiness: The Virtue of Consumption and the Consumption of Virtue”, Mindy G. Makant debunks the myth that having things makes you happy. She claims that the reason consumerism is so rampant in this country is because Americans believe that having liberty and freedom means having all possible options open for us in order to having things “out way”. She claims, however, that this is not a form of freedom but a form of entrapment because then people are constantly wanting more. She says that true liberty comes, not from having all options open to us, but in having the ability to choose the right option. By the right option she means the option that is completely good, with no strings attached. And that, as Ms. Makant points out, is choosing Jesus to be Lord and allowing him to direct your path. Now that I have told you about the views of some writers I will tell you about how merchandising leads to a watered down understanding of Christianity.
In the article “The Tale of Two Kitties” E.J. Park looks at what merchandising can do to the meaning behind anything, really. The article started by explaining the reason behind the creator of the comic strip Calvin and Hobbes refused to allow the strip to be merchandised. He claimed that the true mystery (as to whether or not Hobbes was a real tiger or not) would be lost, because (to Calvin) Hobbes is very real. The creator claimed that having a company produce Hobbes as a stuffed animal would take away magical aspect of childhood imagination he was trying to capture in his comic strip. The article then looks at another famous big cat, Aslan (from the Chronicles of Narnia). In Narnia Aslan is the attestation of Christ. He is never fully known to Lucy, since he is always changing (to her) as she grows older. Thanks to the Disney Company, Aslan (as well as the other characters that appear in Narnia) have become highly merchandised. It becomes harder to fully grasp what C.S. Lewis (the author of the Chronicles of Narnia) was trying to portray through Aslan, when he is sitting on the bed of a small child in the form of a stuffed animal. If the meaning of an imaginary lion can be lost through it’s being merchandised, what are the Christian merchandising companies doing to Christ.
Many people view Christian merchandising as an evangelism tool, believing that it makes the name of Jesus more recognizable to people who may have never heard his name before. But when does recognition turn into being less reverent towards God? When does the message of Christ become so watered down that movie stars (who are not living the Christian life) are donning t-shirts with his name on them? Is it all just a ploy by some company to get people to buy more t-shirts? This is something that the wearer must decide. They must decide if wearing the t-shirt is enough of a witness or if living the way Jesus commanded is. The wearer must stop and think about when enough is enough, and if they are going to allow themselves to evangelize with their clothes instead of their actions.
Christian merchandise is becoming more and more popular as years go by. According to a study done by Hirdes, Woods, and Badzinski, the domestic consumption of Christian products is on the rise. In 1996 the gross income from the domestic sale of products with a Christian message was $3 billion. Just eight years later, in 2004, it was $4 billion. The rise has gotten so intense that the Christian merchandising industry was expected to make $9.5 billion by 2010, an increase of $5.5 billion in just six years. This is incredible considering that in the previous eight years; the gross income increased only $1 billion. In his article “Has Advent Succumbed to Consumerism?” Paul O. Myhre becomes increasingly upset about how the Advent season is treated each year. Instead of focusing on the spiritual aspect of Christmas, and wait for the Lord, Americans, Christians included, are bombarded with message about finding the perfect gift, and the flashes and whistles that come with each new product. The average American, who claims to be a Christian, is pulled away from the true meaning of Christmas, and forced into a world of chaos, that is their local shopping mall around the Christmas season. Now that I have shown how Christians have fallen into the consumerism trap, I will now tell you how it has affected various authors of my sources, as well as the Christian merchandising industry.
Many Christian writers and critics are not fans of the rise in consumerism that has been happening throughout the country. In her article “The Pursuit of Happiness: The Virtue of Consumption and the Consumption of Virtue”, Mindy G. Makant debunks the myth that having things makes you happy. She claims that the reason consumerism is so rampant in this country is because Americans believe that having liberty and freedom means having all possible options open for us in order to having things “out way”. She claims, however, that this is not a form of freedom but a form of entrapment because then people are constantly wanting more. She says that true liberty comes, not from having all options open to us, but in having the ability to choose the right option. By the right option she means the option that is completely good, with no strings attached. And that, as Ms. Makant points out, is choosing Jesus to be Lord and allowing him to direct your path. Now that I have told you about the views of some writers I will tell you about how merchandising leads to a watered down understanding of Christianity.
In the article “The Tale of Two Kitties” E.J. Park looks at what merchandising can do to the meaning behind anything, really. The article started by explaining the reason behind the creator of the comic strip Calvin and Hobbes refused to allow the strip to be merchandised. He claimed that the true mystery (as to whether or not Hobbes was a real tiger or not) would be lost, because (to Calvin) Hobbes is very real. The creator claimed that having a company produce Hobbes as a stuffed animal would take away magical aspect of childhood imagination he was trying to capture in his comic strip. The article then looks at another famous big cat, Aslan (from the Chronicles of Narnia). In Narnia Aslan is the attestation of Christ. He is never fully known to Lucy, since he is always changing (to her) as she grows older. Thanks to the Disney Company, Aslan (as well as the other characters that appear in Narnia) have become highly merchandised. It becomes harder to fully grasp what C.S. Lewis (the author of the Chronicles of Narnia) was trying to portray through Aslan, when he is sitting on the bed of a small child in the form of a stuffed animal. If the meaning of an imaginary lion can be lost through it’s being merchandised, what are the Christian merchandising companies doing to Christ.
Many people view Christian merchandising as an evangelism tool, believing that it makes the name of Jesus more recognizable to people who may have never heard his name before. But when does recognition turn into being less reverent towards God? When does the message of Christ become so watered down that movie stars (who are not living the Christian life) are donning t-shirts with his name on them? Is it all just a ploy by some company to get people to buy more t-shirts? This is something that the wearer must decide. They must decide if wearing the t-shirt is enough of a witness or if living the way Jesus commanded is. The wearer must stop and think about when enough is enough, and if they are going to allow themselves to evangelize with their clothes instead of their actions.
Hays, Christopher M. "Beyond mint and rue: the implications of Luke's interpretive controversies for modern consumerism." Politcal Theology. 11. no. 3 (2010): 383-98. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=731c0c83-e75f-4174-bf76-62e99af2d99e@sessionmgr115&vid=6&hid=122 (accessed April 23, 2012).
In this source the author looks at the similarities between the Pharisees of Jesus’s day and individuals of any income in today’s society. He makes the claim that using our belongings as status symbols, and as part of our identity (identifying what social group we belong to), is much similar to the Pharisees preoccupation with status. The author looks into the story of Dives and Lazarus, Luke, and originally draws the conclusion that being rich is punishable by hell. However, after further investigation, the author points out that being rich and not taking care of the poor is the actual sin. The ties up the article by stating that people in first world countries are often spending all of their means (if not over their means) all the time, leaving nothing to be spent on the poor. He concludes that status and wealth are age-old concerns and by this point should no longer exist.
Himes, Kenneth R. "CONSUMERISM AND CHRISTIAN ETHICS." Theological Studies. 68. no. 1 (2007): 132-53. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=11&hid=113 (accessed April 10, 2012).
In this source the author looks at the ramifications of consumerism from a sociological, as well as a Christian, point of view. The author notes that theologians are far behind sociologists on writing literature on the subject, but have recently began to catch up. Through advertising and television, media has caused people to confuse needs with wants and desires. Because of this, social groups have formed around places and experiences that require money (such as country clubs). Poorer people are often excluded from these groups, and this often leads to their humiliation. This mentality has unfortunately infiltrated some churches, where people are not paying attention to the poor, but to their own image. It is a place where being fat is worse than not helping the poor. Much theological literature is completely against consumerism. While this is not the answer, as Christians, people need to be good stewards of God’s gifts, responsible on how they spend, and who their purchases affect.
Hirdes, Wendy, Robert Woods, and Diane M. Badzinski. "A Content Analysis of Jesus Merchandise." Journal of Media and Religion. 8. (2009): 141-57. http://academic.csuohio.edu/kneuendorf/c63311/Hirdesetal09.pdf (accessed April 25, 2012).
This source is an analysis on the content and purpose of Christian merchandise; particularly that merchandise pertaining to Jesus. The authors of the study state that there are ten “appeals” that the producers of Christian merchandising use to attract people to their products. These appeals are informational, good times, fear, pathos (a feeling of guilt), patriotic, achievement, humor, shock, testimonial, and pop culture. In the content before the explanation of the study itself, the authors explain the difference in view that many critics have, as compared to the average American Christian. Many critics see Christian merchandise as crossing the boundary between what is secular and what is sacred. Average Christians in America see Christian merchandise as a witnessing tool, and a nice reminder of the way they should be living. It ends with the question “…is the Great Commission… giving way to the comforting, edifying effects of the latest in gospel apparel?”
Hoffmeyer, John F. "Thinking Theologically about Consumer Society." Dialog: A Journal of Theology, Winter 2010. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ede6668a-ac32-45c3-af4a-1946df4ec7d4@sessionmgr113&vid=10&hid=110 (accessed April 23, 2012).
This source is a guide to teaching Christian youth about consumerism as it pertains to faith. It explains the different ways of looking at consumerism in society and challenges the reader to look at it in another way. The article also explains what past theologians have said about living in a consumerist society, even though the earliest one is only dated back to 1983. When reading this the reader gets a general sense of different views, and how different theologians get their ideas from early members of the church. They draw from Martin Luther to Thomas Aquinas to Augustine the Hippo. This selection offers a wide range of opinions and allows the reader/ teacher to decide for themselves.
Makant, Mindy G. "The Pursuit of Happiness: The Virtue of Consumption and the Consumption of Virtue." Dialog: A Journal of Theology. 49. no. 4 (2010): 291-99. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=14&hid=113 (accessed April 16, 2012).
This source focuses on consumerism from a spiritual stand point. It goes into detail about how consumerism works and how manufacturers “trick” people into buying things. Manufacturers and people who do advertising are all trying to make money, and are telling people that they have the freedom to choose what they want, saying that it is all of the options open for them that makes them free. The author talks about how this is not the case. She says that freedom from sin and the freedom to choose what is good is true freedom and happiness. When people have the freedom to choose what is completely good, they are free to be close, intimate friends of God. Only then will people be able to live full, free lives.
Myhre, Paul O. "Has Advent Succumbed to Consumerism? Reflections on an Embattled Season." Word & World, Fall 2007. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=7dcc6790-fef8-4a8a-9990-70c9b64d05e5@sessionmgr110&vid=4&hid=122 (accessed April 23, 2012).
In this source, the author looks at the season of advent and how it is “treated” in American society. The author looks at the four themes of advent, as well as their meanings, that are often over looked today. Drawing from history, the author brings to light that consumerism during the advent season is nothing new. Martin Luther had given a sermon on consumerism and its affect during the advent season in 1522. He then writes about time that he spent doing ministry in Fiji, and how he was not bombarded by consumerist messages during the advent season, but instead he and the other Christians he was with spent the advent season as a time of spiritual renewal. Along with suggesting that the advent season be used for spiritual renewal, he also suggested using the time to focus on helping to provide for the needs of the poor, even though he knows it is unlikely to happen.
Park, E.J. "A Tale of Two Kitties." Christianity Today. 50. no. 2 (2006): 68-70. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=19&hid=8 (accessed April 10, 2012).
This source is about what is lost in translation when transferring something of great meaning to some form of merchandise. The article shows this loss of meaning through two fictional cats, Hobbes and Aslan. Hobbes is a tiger from the Calvin and Hobbes cartoon strip that has never been turned into merchandise. His role is Calvin’s stuffed tiger, who comes to life in Calvin’s imagination. The creator of the comic strip wanted the magic of childhood imagination found, in the comic strip, to remain magical. He felt that it would be lost if people could buy Hobbes as a stuffed tiger. Aslan is the lion from the Chronicles of Narnia series, which has now been heavily merchandised. His role is the Christ figure. His majesty and mystery are lost now that he is voiced by Liam Neeson and comes as a plush toy. His essence and the meaning behind his character are almost completely gone now that he is so easily contained.
"Take Back Your Sabbath." Chrstianity Today. 47. no. 11 (2003): 42-42. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=21&hid=8 (accessed April 13, 2012).
This source talks about the Sabbath and how it is no longer being observed. Family Christian Stores have started having hours that the store is open on Sunday. Claiming it is to need their customers’ needs- when they arise. However, this is just another example of a Christian establishment following the way of the secular culture. As the article stated no one is going to go to hell if they cannot get their Max Lucado or John Eldredge book from noon to 5 on a Sunday. Like this, Christian merchandise is starting to flow with the secular culture that is prevalent in society today. Once a company begins to stop following what the Bible says, and falls in to the idea of making more money, the message is ultimately lost.
Veenker, Jody. "Marketing Martyrdom to Teens." Christianity Today. 43. no. 14 (1999): 22. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=24&hid=110 (accessed April 12, 2012).
This source talks about a line of merchandise that helps teens, specifically, share their beliefs. The line, as well as the martyrdom message, was spurred by shootings at Columbine and the Wedgewood Baptist in Texas. The line of merchandise includes key chains, mugs, t-shirts, books and a CD. A devotional book was written by Cassie Bernall’s (the girl who was killed in the Columbine shooting for believing in God) mother. Various Christian musicians worked on projects following the shootings. The projects reminded teens that they had hope in a life after death and taught them things to look for in their peers that would alert them that that person was at risk of doing something drastic. Despite all of the good that the Christian musicians were doing, after an article about all of the merchandise that was being produced after the shootings, it ends in a disclaimer about how wearing merchandise should not be confused with genuine belief.
In this source the author looks at the similarities between the Pharisees of Jesus’s day and individuals of any income in today’s society. He makes the claim that using our belongings as status symbols, and as part of our identity (identifying what social group we belong to), is much similar to the Pharisees preoccupation with status. The author looks into the story of Dives and Lazarus, Luke, and originally draws the conclusion that being rich is punishable by hell. However, after further investigation, the author points out that being rich and not taking care of the poor is the actual sin. The ties up the article by stating that people in first world countries are often spending all of their means (if not over their means) all the time, leaving nothing to be spent on the poor. He concludes that status and wealth are age-old concerns and by this point should no longer exist.
Himes, Kenneth R. "CONSUMERISM AND CHRISTIAN ETHICS." Theological Studies. 68. no. 1 (2007): 132-53. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=11&hid=113 (accessed April 10, 2012).
In this source the author looks at the ramifications of consumerism from a sociological, as well as a Christian, point of view. The author notes that theologians are far behind sociologists on writing literature on the subject, but have recently began to catch up. Through advertising and television, media has caused people to confuse needs with wants and desires. Because of this, social groups have formed around places and experiences that require money (such as country clubs). Poorer people are often excluded from these groups, and this often leads to their humiliation. This mentality has unfortunately infiltrated some churches, where people are not paying attention to the poor, but to their own image. It is a place where being fat is worse than not helping the poor. Much theological literature is completely against consumerism. While this is not the answer, as Christians, people need to be good stewards of God’s gifts, responsible on how they spend, and who their purchases affect.
Hirdes, Wendy, Robert Woods, and Diane M. Badzinski. "A Content Analysis of Jesus Merchandise." Journal of Media and Religion. 8. (2009): 141-57. http://academic.csuohio.edu/kneuendorf/c63311/Hirdesetal09.pdf (accessed April 25, 2012).
This source is an analysis on the content and purpose of Christian merchandise; particularly that merchandise pertaining to Jesus. The authors of the study state that there are ten “appeals” that the producers of Christian merchandising use to attract people to their products. These appeals are informational, good times, fear, pathos (a feeling of guilt), patriotic, achievement, humor, shock, testimonial, and pop culture. In the content before the explanation of the study itself, the authors explain the difference in view that many critics have, as compared to the average American Christian. Many critics see Christian merchandise as crossing the boundary between what is secular and what is sacred. Average Christians in America see Christian merchandise as a witnessing tool, and a nice reminder of the way they should be living. It ends with the question “…is the Great Commission… giving way to the comforting, edifying effects of the latest in gospel apparel?”
Hoffmeyer, John F. "Thinking Theologically about Consumer Society." Dialog: A Journal of Theology, Winter 2010. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ede6668a-ac32-45c3-af4a-1946df4ec7d4@sessionmgr113&vid=10&hid=110 (accessed April 23, 2012).
This source is a guide to teaching Christian youth about consumerism as it pertains to faith. It explains the different ways of looking at consumerism in society and challenges the reader to look at it in another way. The article also explains what past theologians have said about living in a consumerist society, even though the earliest one is only dated back to 1983. When reading this the reader gets a general sense of different views, and how different theologians get their ideas from early members of the church. They draw from Martin Luther to Thomas Aquinas to Augustine the Hippo. This selection offers a wide range of opinions and allows the reader/ teacher to decide for themselves.
Makant, Mindy G. "The Pursuit of Happiness: The Virtue of Consumption and the Consumption of Virtue." Dialog: A Journal of Theology. 49. no. 4 (2010): 291-99. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=14&hid=113 (accessed April 16, 2012).
This source focuses on consumerism from a spiritual stand point. It goes into detail about how consumerism works and how manufacturers “trick” people into buying things. Manufacturers and people who do advertising are all trying to make money, and are telling people that they have the freedom to choose what they want, saying that it is all of the options open for them that makes them free. The author talks about how this is not the case. She says that freedom from sin and the freedom to choose what is good is true freedom and happiness. When people have the freedom to choose what is completely good, they are free to be close, intimate friends of God. Only then will people be able to live full, free lives.
Myhre, Paul O. "Has Advent Succumbed to Consumerism? Reflections on an Embattled Season." Word & World, Fall 2007. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=7dcc6790-fef8-4a8a-9990-70c9b64d05e5@sessionmgr110&vid=4&hid=122 (accessed April 23, 2012).
In this source, the author looks at the season of advent and how it is “treated” in American society. The author looks at the four themes of advent, as well as their meanings, that are often over looked today. Drawing from history, the author brings to light that consumerism during the advent season is nothing new. Martin Luther had given a sermon on consumerism and its affect during the advent season in 1522. He then writes about time that he spent doing ministry in Fiji, and how he was not bombarded by consumerist messages during the advent season, but instead he and the other Christians he was with spent the advent season as a time of spiritual renewal. Along with suggesting that the advent season be used for spiritual renewal, he also suggested using the time to focus on helping to provide for the needs of the poor, even though he knows it is unlikely to happen.
Park, E.J. "A Tale of Two Kitties." Christianity Today. 50. no. 2 (2006): 68-70. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=19&hid=8 (accessed April 10, 2012).
This source is about what is lost in translation when transferring something of great meaning to some form of merchandise. The article shows this loss of meaning through two fictional cats, Hobbes and Aslan. Hobbes is a tiger from the Calvin and Hobbes cartoon strip that has never been turned into merchandise. His role is Calvin’s stuffed tiger, who comes to life in Calvin’s imagination. The creator of the comic strip wanted the magic of childhood imagination found, in the comic strip, to remain magical. He felt that it would be lost if people could buy Hobbes as a stuffed tiger. Aslan is the lion from the Chronicles of Narnia series, which has now been heavily merchandised. His role is the Christ figure. His majesty and mystery are lost now that he is voiced by Liam Neeson and comes as a plush toy. His essence and the meaning behind his character are almost completely gone now that he is so easily contained.
"Take Back Your Sabbath." Chrstianity Today. 47. no. 11 (2003): 42-42. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=21&hid=8 (accessed April 13, 2012).
This source talks about the Sabbath and how it is no longer being observed. Family Christian Stores have started having hours that the store is open on Sunday. Claiming it is to need their customers’ needs- when they arise. However, this is just another example of a Christian establishment following the way of the secular culture. As the article stated no one is going to go to hell if they cannot get their Max Lucado or John Eldredge book from noon to 5 on a Sunday. Like this, Christian merchandise is starting to flow with the secular culture that is prevalent in society today. Once a company begins to stop following what the Bible says, and falls in to the idea of making more money, the message is ultimately lost.
Veenker, Jody. "Marketing Martyrdom to Teens." Christianity Today. 43. no. 14 (1999): 22. http://web.ebscohost.com/ehost/pdfviewer/pdfviewer?sid=ea3d4a63-711c-452a-8b11-ac88ad397153@sessionmgr114&vid=24&hid=110 (accessed April 12, 2012).
This source talks about a line of merchandise that helps teens, specifically, share their beliefs. The line, as well as the martyrdom message, was spurred by shootings at Columbine and the Wedgewood Baptist in Texas. The line of merchandise includes key chains, mugs, t-shirts, books and a CD. A devotional book was written by Cassie Bernall’s (the girl who was killed in the Columbine shooting for believing in God) mother. Various Christian musicians worked on projects following the shootings. The projects reminded teens that they had hope in a life after death and taught them things to look for in their peers that would alert them that that person was at risk of doing something drastic. Despite all of the good that the Christian musicians were doing, after an article about all of the merchandise that was being produced after the shootings, it ends in a disclaimer about how wearing merchandise should not be confused with genuine belief.