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From Lord to Label: how consumerism undermines our faith

Christian critiques of consumerism usually focus on the dangers of idolatry - the temptation to make material goods the center of life rather than God. This, however, misses the real threat consumerism poses. My concern is not materialism, strictly speaking, or even the consumption of goods - as contingent beings, we must consume resources to survive. The problem is not consuming to live, but rather living to consume.

We find ourselves in a culture that defines our relationships and actions primarily through a matrix of consumption. As the philosopher Baudrillard explains, "Consumption is a system of meaning." We assign value to ourselves and others based on the goods we purchase. One's identity is now constructed by the clothes you wear, the vehicle you drive, and the music on your iPod. In short, you are what you consume.

This explains why shopping is the number one leisure activity of Americans. It occupies a role in society that once belonged only to religion - the power to give meaning ...

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