IN THEORY
An Enhancement or An Abasement?
Q: Lots of stuff is sold these days in the name of religion — everything from perfume to golf balls in a multi-billion-dollar retail market. Most of it reportedly is sold by believers to believers. But the effect, according to some, is to prompt some believers to withdraw from reality instead of engaging it, as Christ wanted. Do you have concerns about such commercialization of religion? Is there a point where such marketing becomes counterproductive?
A: I suspect that much of this market is created by well-intentioned souls.
Unfortunately,
even the best of intentions succumb to the all-powerful
profit-making motive. Let's not forget how the Christmas
season began, and its current manifestation as the vital
boom to our economy.
There is only one
item Jesus Christ "endorsed." It is the cross. Not the kind
you wear on a chain or the one manufactured of precious
medals (or plastic for that matter). Jesus says, "If anyone
would come after me, he must deny himself and take up his
cross and follow me."
The Christian
church could do well to market this sense of sacrifice. We
try to do so in the Armenian Church. For instance, on Aug.
13 the Armenian Church celebrated the feast of the
Assumption of St. Mary. On this occasion, we bless grapes.
The faithful congregants bring the first fruits of their
labor as an offering to the church. Grapes become the symbol
of giving our very best to God and therefore to others.
Sure, we can
easily box, bag and market these items, but we miss the
point of sacrifice, which is so needed in the world today.
FR. VAZKEN MOVSESIAN
Armenian Church
In His Shoes Ministry
Other Responses:
In today's fast-paced, consumption-oriented environment, the public is constantly bombarded by an array of product marketing.
Advertising companies are continually perfecting their ability to capture the mass imagination with slick tactics and gimmicks. It is now virtually impossible to get anyone's attention without employing some outrageous or in-your-face approach.
This is the reality that religious organizations and faith-based groups confront as they try to get their spiritual message across to the people. Through the tumult of the advertising hullabaloo, religious groups are hoping that maybe — just maybe — they can squeeze in something meaningful and profound. This is a great challenge for any organization, let alone a charity operating on a limited budget.
I have deep admiration for religious organizations that have the courage to market their "product" in an attractive and professional way so that the community — and especially our youth — will be positively influenced. Any religion that consistently fails to address contemporary needs will become irrelevant; we must remain true to core principles, but unless we present ourselves in a way that engages our audience, we risk extinction.
To those who oppose commercialization of religious services, I challenge them to present an equally compelling method of gaining the attention of a public living under the assault of a never-ending advertising blitz.
RABBI SIMCHA BACKMAN
Chabad Jewish Center
I believe there is some value in any publication of Scripture, even if it's on a golf ball or a piece of candy. God's word, however it goes forth, doesn't return to Him without succeeding in what He wants it to accomplish.
But Christian manufacturers and consumers should be careful not to trivialize the good news about Jesus Christ Who died for our sins and rose again. We should be mindful that the gospel message on our goods is the only news by which people can be reconciled to God. We should remember the many who have been (and are still being) martyred for the sake of preaching the Bible passages we put on packages of candy corn.
Merchandise with Christian messages can be helpful in serving our Lord Jesus. But our "Christianized" trinkets are worthless, and probably even counterproductive, if our words and actions don't positively represent Christ. As Paul the apostle put it, "the goal of our instruction is love from a pure heart and a good conscience and a sincere faith." (1 Timothy 1:5). Maybe we should work harder to spread the good news that way, and not worry so much about finding the "perfect" Christian bumper sticker.
PASTOR JON BARTA
Valley Baptist Church
Just as there's a flip-side to virtually everything, so too, the commercial Christian coin. Christians are in the market for things that reinforce and promote their most valued possession, their faith.
At times there's deserved embarrassment that comes with all the religious widgets and biblical bibelot, but there's a genuine reality that generates this peculiar penchant, and at its heart is evangelism; sharing Jesus. It's a reminder of Christ; that He beckons to you through every one of His walking advertisements called "Christians." Some of the "stuff" is for ourselves, and we do often patronize our own, but this isn't withdrawing from reality, it's simply supporting our extended spiritual community. Anyway, it just seems wiser to buy a used car from a disciple of Jesus than from the usual stereotype.
At a recent Dodger game I received a free bobble-head, though I don't know what I'm supposed to do with it. All around, fans were wearing Dodger jerseys and fuzzy Dodger hats while waving souvenir Dodger flags.
There was no end to Dodger doodads, but nobody makes a face at that. Yet Christians sporting caps with "Jesus" embroidered thereon are considered withdrawn from reality? Why?
It's true that Christians often prefer alternate entertainment to the culture's at large. Sitcoms generally ignore God, as there is no room for Him betwixt their mainstay of sexual innuendo. Pop vocalists glory in being "not so innocent," and Christians wish to maintain the exact opposite for their daughters. If there be morally superior substitutes, then the choice seems obvious. The reality we choose to envision is one without a gutter, and our desire is to take our society with us, not abandon it to paganism.
"So whether you eat or drink or whatever you do, do it all for the glory of God" (1 Corinthians 10:31).
THE REV. BRYAN GRIEM
Senior Pastor
MontroseCommunity
Church.org
The representation
of religious faith on products such as clothing and jewelry
can be an enhancement to the religious experience.
It allows a person of faith to literally wear his heart on
his sleeve, or around her neck, and not only strengthens
ones personal identity as a believer, but also opens doors
to conversation and the sharing of ideas and experiences.
Many believers feel it is their duty to serve others by
teaching their faith, and feel no hesitance in clearly
demonstrating their commitment to God and endorsing their
religion by such "product placement." The production of
faith-inspired music and visual art are examples of the use
of God's message for the uplifting of the human spirit,
albeit with profitable results for the artist.
Producers of religiously themed products, if they are
sincerely trying to honor their faith, should use discretion
in the extent to which they represent it on objects of art
or clothing, in music, and in any other venture. Consumers
should use the same discretion in proclaiming their faith in
a visible way. It is easy to see how tasteless marketing of
products could trivialize and demean the purpose of
religion.
But the making or consumption of religious products with the
honest intention of honoring God and inviting others to
share in the same bounty can be a positive way of expressing
the spiritual in material ways.
BARBARA CRAMER
Secretary
Local Spiritual Assembly of The Bahá’ís of Glendale