On Being a Consumer by Bob Ritzema
Who am I? A pretty good indication of my sense of identity can be inferred from the things that I habitually do. In this season of the year, call it Advent, the Christmas Season, the end-of-the-year-holidays, or the Winter solstice, we are prone to return to whatever habits that shortened days, light displays, Christmas trees, and the like evoke in us (some places in the world don’t have strong associations with this season–I’m referring primarily to North America here). For some, the habits that float to the surface involve religious readings and rituals. Many have well-formed inclinations towards connecting with family and friends. Hearty sorts look forward to outdoor activities possible only under frigid conditions. Then there is shopping.
In his 2007 book Consuming Jesus, theologian Paul Louis Metzger suggests that, in twenty-first century North America, philosopher Rene Descartes famous statement “I think therefore I am” is a less apt description of contemporary attitudes than is the sentiment “I shop at Wal-Mart, therefore I am.” We identify most deeply, in other words, as consumers rather than as thinkers. What we have and use is more important to us than what we imagine and believe.
I’ve written before about the things we own being an important aspect of our identities. At the time I was thinking mostly about possessions in a static sense–the things that we’ve already accumulated and that now sit around our houses. What if, as Metzger seems to be suggesting, what most defines our identities is not what we already own but the process by which we acquire more? Then we would be most truly ourselves at Wal-Mart, or pursuing bargains at Target or Macy’s, or making our selections from the cornucopia that is Amazon.
What would it be like if we gave ourselves over entirely to the trend that Metzger identifies? Rather than seeing ourselves as homo sapiens, we would define ourselves as what Metzger, following Cynthia Moe-Lobeda, calls homo consumens. Correspondingly, we would view our worth in terms of our buying power–those who can purchase more are worth more since they both better support the economy and better exercise the ultimate human act of product selection. In this view of ourselves, our ultimate function would not be to worship God, be stewards of creation, gain knowledge, or exercise reason, but go to the store and buy more stuff, either to keep or to give to family and friends.
I want to be defined by worship, stewardship, curiosity, and reason rather than by consumption. At this time of year, though, I am constantly tempted–via catalogues, billboards, advertising circulars, social media, store displays–to define myself instead as a consumer. May I–may we–be given grace to resist the temptation.
By Bob Ritzema