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Consumerist Christianity

Consumerist Christianity

Last updated on: February 15, 2021 at 10:46 am by C. Don Jones

Consumerist Christianity 2021-02-15T10:46:50-06:00 C. Don Jones

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Nothing illustrates the consumerist model of Christianity than the Worship Wars. A few decades ago, protestant churches embarked on a struggle within themselves to define the object of worship. Should churches sing hymns or more contemporary Christian songs. What is wrong with the old favorites? Nothing, except they were not everyone’s favorites. It was that word that explained who it was churches ultimately served. Congregations were in a crisis and needed a way out of it.

Bring Them In

I entered the ministry when churches were already experiencing the decline of attrition. The culture no longer pushed people into church membership if not church attendance. Government policies never explicitly supported churches. But the policies favored certain models of behavior and citizenship. These models became the values churches reflected to the community. “Everyone knows who he is; and what God expects him to do,” to quote Tevya from Fiddler on the Roof.

The government removed itself from defining model citizen behavior. President Nixon, who had a symbiotic relationship with evangelist Billy Graham, disgraced the highest office of the government. Churches found themselves losing members.

The major focus of local ministry was church growth. This was a new concept of evangelism. “Bring them in” was the goal before “conversion” could be done. Many lay leaders in the church understood the model of marketing the church to attract the public.

Consumerist “Disciples”

Clergy leaders began to either become managers of churches or Chief Executive Officers of churches. Some tried to be both. The management model soon proved to be what the majority of congregations desired. But the congregations did not grow with such models. Pastors who took on the role of CEO had better success when they could prove to lay leaders that they could “bring them in.”

The church became consumerist. And the people who became members did so as consumers of what the church produced for members. Pastors and theology professors became concerned about what was being expected of churches. The members were not interested in theology or being disciples. In fact, the word “discipleship” was redefined to apply primarily individual spirituality. Pastoral care became mere concern for a person’s individual value and light therapy. A disciple in the present day church is more likely to be a consumer of Christianized products than a student of the Bible.

The Christian Product

It was not merely the changes of the 60’s and 70’s that made the consumerist Christianity model. Church History in America has always highlighted revivalism. Before the neurological hormone oxytocin was discovered, people learned how to manipulate it. It is called the “love hormone” because it is associated with sexual feelings, as well as trust and empathy.

Madison Avenue knows what motivates people. Revivalists do too. Revivalist preaching is heavy on emotional appeal and low on instruction. Even the music was designed for such appeal. Listeners equated these ecstatic feelings with spiritual experiences. Local radio stations often began the broadcast day with revival music. Congregations started using these “spiritual songs” as part of the weekly worship.

Drug of Choice

There is nothing wrong with these developments. When contemporary Christian music was played on radio stations dedicated to it, many people wanted these songs incorporated into the weekly worship. There was pushback. Why? The feelings the familiar “old favorites” produced were being threatened.

The people pushing for newer music claimed that it was a requirement for their spiritual health. “I am not being fed,” was a common complaint. It was a matter of generations arguing over preferred comfort foods. Couching it in spiritual language was a cover for what was really being said. “I have a drug of choice that produces the feelings I need.”

These feelings are mistaken for the presence of the Holy Spirit and border on blasphemy. A story related to me by a lay person who favored contemporary Christian music explains the importance of context.

“I took my kids to see a Third Day concert.” She began. “Everything was going well until I smelled pot smoke. I mean, really, Who would be smoking pot at a Christian concert?”

My thought was, “Anyone who smokes pot during any rock concert.” I kept my mouth shut.

Consumerist Faith

Is the activity with Christian music worship or a concert? It depends on the context. What does the situation look like to the consumer?

The same question applies to political rallies that masquerade as worship. Patriot churches are not new. They are simply more blatant than we are used to seeing. Music is subordinate to the message in these services. A campaign is constantly being rallied for each week. Unless a secular election is imminent, Jesus becomes the candidate. But it is Jesus as the Savior of America. End times prophecies factor into the political claim. “Our enemies are fulfilling what the Bible predicts.” In other words, “our” enemies are God’s enemies.

The apparent problem is these messages reinforce an ideological position. Revivalist preaching aims to convert people to a version of Christianity. What then is preaching an ideological position? What is the objective? Essentially the objective is no longer “bring them in” but keep them coming back. The demand is to preach what the consumer wishes to hear.

Consumerist Grace

The consumerist faith is about consumerist grace. This particular corruption of grace is not cheap. It promotes conformity to what becomes standard. McDonald’s Corporation works by making it’s product taste the same no matter what store a customer enters. Demand is based on what people ate the last time they were in the store. Consumerist grace promotes “spiritual junk food” in the same manner. The message and music are designed to suit a particular preference which is reinforced.

Ash Wednesday and other times of fasting are the only times church leaders can call these assumptions into question. When people are able to discern a want from a need, they break consumerist programming and begin real spiritual growing.

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