Including the original post that launched these thoughts on customers and consumers, this is the fourth post. For previous posts click on the following:
What Does Our Customer Truly Value and then scroll forward to find others.
This post deals with one of the most common concerns and objections:
But this language of customers and consumers just sounds so "unspiritual." Jesus didn't talk about customers and consumers. He talked about followers and disciples. So why make things more complicated by using such worldly concepts.
This is a gut level reaction and a very understandable one.
So let's take a few minutes today to talk about the use of this language.
This great image is found on this site about language (worth looking at).
I would, briefly, admit that language is supremely important and the language we use both reflects and shapes our mental framework. Careless use of language will have consequences. Using the wrong (or inadequate) language will have consequences as well.
So with that caution, here are a few thoughts.
The Church:
The church has always used the language of its culture to understand and communicate biblical ideas.
Just about every theologian ever, is shaped by some philosophical viewpoint and that philosophy is revealed in the language. Whether Aristotelean logic, or Scottish Common-Sense Realism, or Hegelian Dialectics, or _____ and I won't bore you with any more technical examples . . . we never do our thinking in a vacuum. We are always shaped by the intellectual currents of our time. In fact, those of the Reformed faith are among those who take these issues most seriously.
The early church discussions about the nature of the Trinity and the divine-human nature of Jesus borrowed from the philosophy of its day to try and express the meaning of Scripture.
The contemporary evangelical church of the last 50-60 years has borrowed heavily on the models and language of hermeneutical theories (ironically which were based on Enlightenment modernity with all its unbiblical presuppositions) to guide us in how we interpreted the plain meaning of biblical texts. Most of the language and the models are not found in the Bible at all! But we don't hesitate to borrow this language and models for our work of interpreting the Bible.
Now, instead of the language of philosophy, in this case I am referring to the language of the marketplace.
Just Doing What the Bible Does:
And by the way, the language of the marketplace is also found throughout the Bible, including Jesus who uses it rather often. Why just in the Gospel of Matthew Jesus uses economic, marketplace, business language:
buying a field to make a profit (13:44)
a pearl of great price, worth giving up everything else to obtain (13:45)
the fishing industry to talk about true and pretend believers (13:47-51)
owners and treasures to talk about teachers and their teaching (13:52)
the story of paying temple taxes (17:24-27)
debts, paybacks, forgiveness, wicked servants, God's judgment (18:21-35)
the rich young man and rewards in heaven for following Christ (19:27-30)
the unfair payments of workers in the vineyard and how God's kingdom works (20:1-16)
landowners and tenants (21:33-46)
paying taxes to Caesar (22:15-22)
foolish virgins who don't have enough oil for lamps and must buy some (25:1-13)
the story of talents and faithfulness and reward and punishment (25:14-30)
and more, like shrewd servants who are commended and the intelligence of counting costs before building towers, etc. could be added from the other three Gospels.
It is really quite striking how much of Jesus' teaching used marketplace ideas of his day.
In these cases, the Bible (and Jesus) gives us the example of borrowing the language of every day, common experiences to understand and make sense of spiritual realties. When we do this we are using language in metaphorically (and in parables, similes and symbolically).
Missiologists:
When we do this, we are also working as missiologists (sociologists and anthropologists) who study the culture, interpret it and then speak of it in contextually relevant ways. The church exists rooted and embedded in culture.
Sometimes, I think some of us are rather docetic when it comes to using "earthly, contextual language" to talk about faith.
Docetism was the early church heresy that denied the humanity of Christ. Jesus only appeared to be human. In reality, he was only divine. Some of these early leaders were uncomfortable with the humanity of Christ. Many of us tend to be uncomfortable with the earthiness, the embeddness, the Word made flesh
-edness of the spiritual life.
So we frown on any such language as "unspiritual."
I"d suggest that Christ, the Word made flesh was the most "earthy," rooted, contextualized communicator ever. Just skim through the gospels and see how Jesus borrowed ideas from every part of daily life to talk about spiritual truth (not just the language of the marketplace).
In one sense, all I am doing with the language of customer, consumer, products, services, branding, marketing, etc. is what Jesus did. Using the language of the day as a vehicle to talk about spiritual realities.
So, don't have an over-reaction to the mere use of this language. In using it, I am NOT making any claims that this is the only way to talk about these things. NOR even the best way. But simply ONE of the ways that may be helpful to understand the cultural climate and realities in which we live and must faithfully minister the gospel of Christ.
If you can find a more useful language that talks about how individuals live and make choices about church, theology, preaching, worship, programming, etc. because of their needs, wants, biases, preferences, tastes, desires, expectations - then use that language. I am hard pressed to find a more useful language at the moment.
This is useful missiology and apologetics..
The Tension:
In one sense, I am talking about the Disciple as Consumer and Customer.
Now - should disciples be consumers and customers? That is a great question.
Is it even possible for a person "not be be" a customer and consumer?
Is it perhaps a matter of becoming the right kind of consumer and customer?
Does the gospel deliver one from being such a person and turn you into something else?
Or is it a both/and reality we have as followers of Christ?
I have tensions as I think about being a faithful, fruitful leader for Christ in our cultural era of history.
And I don't mind stimulating a certain amount of tension in you as well. In the final post in this series we'll name that tension and our map out our struggle to be faithful in that tension.
The next post on this theme:
Consumers and Their Preferred Church "Brands" (We All Have Them)
Brian K. Rice
Leadership ConneXtions International
www.lci.typepad.com