Television commercials are a form of religious literature. To comment on them in a serious vein is to practice hermeneutics (p. 66).
…The majority of important television commercials take the form of religious parables organized around a coherent theology. Like all religious parables, they put forward a concept of sin, intimations of the way to redemption, and a vision of Heaven. They also suggest what are the roots of evil and what are the obligations of the holy (p. 67).
The sudden striking power of technological innocence is a particularly important feature of television-commercial theology, for it is a constant reminder of the congregation’s vulnerability. One must never be complacent or, worse, self-congratulatory. To attempt to live without technological sophistication is at all times dangerous, since the evidence of one’s naivete will always be painfully visible to the vigilant (p. 69).
-Neil Postman, The Parable of the Ring Around the Collar, from Conscientious Objections
Postman probably wrote this essay some time in the 80s; mass digital media wasn’t in view. Yet I think the principle he espouses still stands and could be helpful.
A while back, I read James K.A. Smith’s book, Desiring the Kingdom: Worship, Worldview, and Cultural Formation. I didn’t blog about it at the time, because I fundamentally disagreed with one of the major premises of the book (not going there since it’s not the purpose of this blog). There were, however, things about the book that I found helpful; for instance, his parable of the shopping mall as liturgy. He premises that from an alien eye, without knowledge of American shopping rituals, the journey through the mall would appear as a religious, temple-like, experience. Much the same is the case for sporting events. I bring up this point of ‘cultural liturgies’ because it ties directly to what Postman was saying about television.
I think the idea of a commercial, whatever form it may take, as a sermon (a portion of our cultural liturgy), makes sense. Advertisements are meant to show a need, to evoke longing, and to point to where that need/longing can be met. It’s felt-need preaching. And if you don’t feel the need, you will by the end.
With that in mind, I think Postman’s paradigm is helpful. It would be an interesting study, I think, and an even better habit, to ask of commercials/advertisements the questions,
- What concept of sin is being put forward (what am I lacking)?
- What is the way to redemption being put forward (how can this product fill that lack)?
- What is the vision of heaven (or the good life) being put forward (how will my life change by buying this product)?
In addition to that, Postman hints at the doctrine of sanctification – What are the obligations of the holy? How may you this product help you live a ‘set apart’ life? What does this consecrated life entail?
