Perspectives on Advent and Christmas

Yesterday, I made a phone call. I was trying to obtain a new battery for my laptop computer. It was bad enough that “they” kept me on hold for 20 minutes, and then announced that “all our agents are busy, please call again.” But the worst part was the truly awful music that played in my ear over and over again for the entire time. Apparently what I was hearing came from their latest Christmas television commercials: badly sung Christmas carol tunes with lyrics touting the joys of receiving big-ticket electronic appliances. Aaarrghhh!!!!

Of course, the commercialization of Christmas is nothing new. We all have been indoctrinated into believing that for many companies, their very survival year after year is largely dependent on holiday sales, and for the rest, it’s about company profits, executive compensation, and stock share price. It’s almost un-American to be any less than an avid consumer of things we barely want, bought from people we don’t know, using money we don’t have. (I don’t remember who first said this line, but I like it!)

What really struck me in this experience was how assaulted I felt. If they think I will be motivated to go right out and buy their products after hearing that, they have another think coming. Or do they? Perhaps I am the exception. Can it be that simply getting our attention, no matter how obnoxious the means, does tap something vulnerable and needy in the depths of our collective psyche?

Making people feel bad so they will “buy” a particular product is nothing new. Religions and governments have been doing it for millennia. The essence of any marketing campaign is the objective of getting the potential buyer to “need” the product. Conventional wisdom says that people who feel spiritually healthy don’t need the “products of salvation” peddled by the church; people who feel safe, secure, and free don’t need the ministrations of government touted by politicians; and people who have “enough” for a meaningful life, however simple, do not need all the stuff of the holiday buying season. Sadly, marketing campaigns in business, politics and religion don’t have a corner on the market, so to speak). We do it in our individual relationships, too. Be honest now. How many times have you said to a friend or family member “What you need is …!” or “All you need is …!”

A rich man came to Jesus wanting to know what he needed to do to enter the Realm of God. Jesus affirmed everything that he was already doing, but then noted one more thing that was standing in his way. Please notice that Jesus was responding honestly to the man’s honest question. “Go, sell all you have and give the proceeds to the poor.” And the man went away troubled.

For me, the point of the story is that Jesus was not selling anything. Clearly, he did not need to exploit the man’s sincere question for his own gain. Now, we don’t know if the man ever attempted to walk the path that Jesus had pointed out to him. All we know is that Jesus didn’t chase after him in an effort to “close the sale.”

The marketing world chases us in all sorts of ways. It has done a thorough job of making us feel guilty if we don’t give enough, or deprived if we don’t get enough. The challenge before Healthy Liberal Christianity is to identify a different kind of foundation for giving and receiving – a foundation more in keeping with freely shared love and grace.

Meanwhile, there are many alternative approaches to giving during the holidays. I won’t try to list them, but here are a couple of web addresses for you to explore if you wish. (I don’t “need” you to do this.)
http://www.buynothingchristmas.org/alternatives/index.html
http://globalministries.org/get-involved/special-giving-opportunities/alternative-christmas.html

Some churches even offer alternative Christmas fairs for their surrounding communities.

Healthy Liberal Christianity thinks of Jesus’ life as a gift, not an imposition. How does this perspective work for you?

Wayne Gustafson