Rapture Ready?

The other day, Ben Myers published a long review of the book Rapture Ready!. I am quoting a long excerpt from his review, but even so, you should read the whole thing. His insights are disturbingly accurate:

Most of all, however, Radosh’s hopeful outlook arises from his confidence in consumerism itself. Concluding the book, he suggests that the problems in evangelical pop culture – its tendency towards intolerance, for example – will be resolved as Christian pop culture is more fully assimilated into the mainstream market. The weirdness and bigotry that characterises some aspects of evangelical culture will thus eventually be smoothed out – not so much through dialogue, discussion and reflection, but merely through the levelling operation of market forces. The result will be a more liberal and more tolerant Christian culture – in short, a more precise mirror of the values of mainstream culture.

By and large, this analysis is probably correct: in the setting of late capitalism, the creation of a vibrant and distinctive niche market goes hand in hand with the emergence of mass homogeneity. But I’m not so sure this is a comforting prospect. Instead, it ought to raise some disturbing questions about the nature of evangelical culture. It seems to me that the only flaw in Radosh’s analysis is his assumption that evangelical consumerism can be neatly distinguished from evangelical identity – as though the modification of evangelicalism’s consumer culture would not also be a modification of its religious identity.

The issues involved here are, to my mind, far more urgent than Radosh’s concerns about helping evangelicals to become nicer and more tolerant. We should perhaps ask what it means for religious believers to identify themselves by the merchandise they consume; what it means when we allow ourselves to become not a community, but a sub-culture, and thus one more market niche alongside others.

As Slavoj Žižek has observed, the logic of late capitalism presses towards the
commodification of a niche identity for its own sake; the Christian merchandise I buy is not itself the desired commodity, but it is merely an ephemeral signifier of the real commodity, which is my identity as a particular sort of Christian. In this case, the product I am really purchasing is radically non-material, wholly spiritual; I am purchasing religious meaning and belonging, religious “community” (since the merchandise allows me to participate in a specific market niche). Here, any neat separation between my “faith” and my “consumer culture” is simply fictitious. To change the latter simply is to change the former.

So what we need today, I believe, is a sustained theological critique of this commodification of Christian identity, and a recognition that the spiritual identity provided by a consumer sub-culture is a seductive simulacrum, an obstacle to the risky venture of Christian faith. If we are to find authentic Christian identity, it will arise not from the benevolent operations of the market, but in a community which creates a new economic space within the world, with its own practices and its own ways of belonging.

<idle musing>
Amen! True Christian community, with a true following of God's kingdom principles is a necessity.
</idle musing>