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Communities or Commodities?

Posted Jul 30, 12:30 PM | 16 comments | by Editor | Link

By Don Heatley:

It was 1985. While I watched a nightly news segment about yuppies, my father passed through the den and huffed, “This again?”

I was surprised, since I thought that the yuppie phenomenon was relatively new at the time. My father seemed unimpressed, “We had these people 25 years ago. We just called them the Mutual Admiration Society.”

Turns out, my father and Qohelet were right. There is nothing new under the sun. Like one of those charts depicting the progression from Lucy to homo sapiens, an evolutionary line extends from Don Draper, through Gordon Gekko, to — dare I say it — many of us in the social media world. A quarter century later, the narcissism continues. Some days my online social networks seem like one giant self-oiling circle jerk.

Although I actively participate in a network of blogs, Facebook, and Twitter, I question whether we are truly creating new communities or merely using one another as commodities. Are the friends and followers I collect truly friends? Or are they just potential customers of my ego, possible readers, or promising hosts for whatever viral meme I want to inject into them? While I may write clever posts about the evils of consumerism, am I really just seeking to create consumers of me? In fact, is this article yet one more example of my own shameless self-promotion? And was that last question just the old marketing trick of admitting one’s minor flaws in order to seem more credible?

Think of our status updates. If we walked into a room full of people announcing how our “life is good,” most people would perceive it as bragging. Remember that word?

In the past, the means available to project our public image were limited to our hairstyles, clothes, and possessions. Those tools now seem so imprecise. Our online profiles now empower us to create a public persona through our interests, ranging from esoteric to kitschy, the movies we view and books we read. (Hey, why read a book if no one knows you’re reading it?) Through social media, we can now micro-manage the image we want to project of ourselves to our micro-world. We have each become micro-managers, or more accurately, micro-agents of our own micro-fame.

Ironically, this occurs mostly among those of us who say we prize authenticity. (Note: You can tell we are authentic from the bands and coffees listed on our profiles.) In church circles, we use social media to criticize the heyday of Christian broadcasting and mega-churches. Yet, if we are honest, many of us use our status updates to create a mega-church of one. Far too often, I find myself strolling the shores of Twitter and beckoning, “Follow me.” Sure, I’ll gladly post a blog entry about going wherever God leads me — as long as it doesn’t require me to cancel my Typepad, Facebook, or Twitter accounts.

Paul preached that we are to die to ourselves daily. How do we do that when we are so busy promoting ourselves hourly?

Photo: “twitter fail whale blowfish” by buzz.bishop


Don HeatleyDon Heatley is a filmmaker and pastor of Vision Community Church in Warwick, NY. If you’d like to give him a book deal, he takes it all back and will gladly whore himself out—or will he?

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Welcome to the Reader's Forum

1Eliacin 07/30/2009 10:54 PM

Don, thanks for sharing your thoughts on this. It is also seems that we’ve forgotten Jesus’ instruction of not letting the left hand knows what the right hand is doing (and vice versa). There is a lot of shameless self admiration and publicity done in the name of ministry and service. Not to speak of the intent of sounding important by letting the world know whom are you hanging out with (guilty). There seems to be very little discussion of the ethics of our use of social networking in views of our “supposedly” kingdom values or ethics.

Paz,
Eliacin

2Dan 07/31/2009 12:32 AM

This cracked me up, especially, “some days my online social networks seem like one giant self-oiling circle jerk.” Nice! It’s so true, and a bit disturbing. We’re socializing a new generation to be narcissists and voyeurs.

3Pam Heatley 07/31/2009 01:16 AM

I guess the big question is: Are we doing ministry or are we cogs in the religious industry. Am I Jesus’ hands in the world or am I selling my spirituality.

4Billy 07/31/2009 05:15 AM

“Some days my online social networks seem like one giant self-oiling circle j@#k.”

Ephesians 4:29

“We have each become micro-managers, or more accurately, micro-agents of our own micro-fame.”

And you choose to use macro-ungodly terms in order to meet that end. Shameful.

5Jamie 07/31/2009 10:04 AM

Hi Don,
Thanks for sharing your thoughts. My wife recently sent me an interview in which NT Wright uses the term “cultural masturbation” to describe the excess of blogging and social media. She was wondering what I was reading that caused me to laugh so hard as I read your line with a similar thought.

I have seen the good side of being able to keep in touch with more people that I care about, but I also feel slimed by the narcissism that comprises most of my “News feed”.

Dan,
it’s crazy isn’t it? It really does disturb me. There was this girl on facebook that I knew who had posted, I want to say, over a 1,000 pics of herself. The narcissism is incredible, but it’s somehow it is more acceptable now.

6Don Heatley 07/31/2009 06:10 PM

Thanks for the feedback. Yes Dan and Jamie, I could think of no more accurate description of the state of social networks. Although this technology can be and is used in many wonderful ways, it also has a darker side. Sure, we all have to make a living, whether writers or electricians, and we all have to do some self-promotion to accomplish that. But as followers of Jesus, how do we do that ethically? How do our status updates square against James’ command not to boast about tomorrow? These are the kinds of questions I want to raise here?

7John van de Laar 07/31/2009 07:51 PM

Thanks for the post and for your last comment, Don.

Self-promotion is a double-edged sword for me. As an independent writer and musician, I would not make ends meet if I hadn’t learned some measure of self-promotion (it was a hard won skill for me).

But the ethical questions remain, and it becomes a daily discipline to examine myself against them.

No answers – just glad that others are struggling with the same stuff.

8Ryan 07/31/2009 11:05 PM

I enjoyed your post, and totally see a lot of truth in it. I just dont think its this black and white, wrong and right, etc. Of course we want others to “follow” us on our social mediums, that is the whole point. Would it be more authentic if I had no followers and all my posts were private only to myself? Would that not defeat the point of the whole “social” medium? And is it wrong for me to put myself out there in the cloud and hope that people like what I have to say? If so, then every book that is ever written is just a narcissistic reflection of the author. I think we share stories and ideas for many different reasons. One of which is to share a little piece of our self with the other so as to start the process of mutual discovery where we begin to learn who this other person is. Another perhaps more self-centered reason is the sharing of ideas to provoke new ideas in another (though if we assume that we have the ability to provoke new thoughts/ideas then aren’t we just arrogant?). All this to say that I recognize the “self-oiling circle jerk(s)” many times, and I am guilty of them as well, but should this lead to the cessation of sharing? Our sharing is certainly flawed, but is the way forward silence and a caustic distaste for those that engage in such practices, or is it recognizing the flawed nature and continuing to move forward, always challenging our motives through the eyes and ears of the other? Again, I don’t think its this black and white, but I lean towards the latter.

9Don Heatley 07/31/2009 11:35 PM

Hey Ryan,
I agree, it’s not black and white. I am not suggesting we abstain form social media, writing or any activity that could be construed as self -promotional. What I am suggesting is that in the rush to post posts and articles about how churches etc. can use social networking, we take some time to pause and reflect about how we do so. Like any other area of life, if we are followers of Jesus, his teachings apply in these relationships as well.
Don

10Jan 08/01/2009 04:05 AM

Was just talking about this today in family discussion on the worth of twitter, etc. Especially with family/community, social networking can keep us connected in ways that promote care and love: when my sister (mother of 4, lives 2 states away) twitters during the day that she 1) spent an hour at the pediatrician, 2) had a tire blowout on the way to swim practice, and 3) is in charge of parents’ night reception at school that night, I know to give her a phone call at the end of the day for support. As far as spiritual community/church goes, the same is true in terms of supporting each other as well as suggesting items that might be helpful, etc. I enjoy having books suggested to me. I can read them or not. Maybe I’m naive but I think most of us are suggesting articles, etc. out of encouragement and support for each other.

And yet . . . I do know some bloggers, etc. who are about self-promotion.

11Don Heatley 08/01/2009 04:47 AM

Jan,
I think you bring up an important point here. All of these networks provide genuine community in many situations. I love learning about new books, films, blogs, etc.. I enjoy reading people’s opinions, even when I don’t agree with them. If there’s content and ideas, I don’t even mind the self-promotion. What concerns me is when there is self-promotion of nothing of consequence. It’s like the Seinfeld episode when the NBC exec asks George, “If it’s about nothing, why am I watching it?”

George replies,”Because it’s on TV”

Peace,
Don

12Billy 08/01/2009 10:23 PM

Don,
I noticed that you are quick to affirm James’ exhortation to not boast in your plans for tomorrow. Why then are you so quick to dismiss the exhortation of Paul, to the Ephesians, in which he calls for decency in speech and daily conduct? You have said things on this post that are, as Paul would put it, unfitting for a Christian. There should be no hint of it, regardless of what N.T. Wright may say.

Paul, in so far as he was inspired by the Holy Spirit, speaks the very words of God. N.T. Wright cannot claim such authority. Thus, to avoid this issue altogether and not come down off of your high horse long enough to see that you are in sin is to live unrepentant. “But I say, walk by the Spirit and you will not carry out the desires of the flesh.” (Galatians 5:16)

Repent, Don. Stop trying to use worldly means to accomplish that which only God can accomplish. God said that He would use the foolishness of preaching to accomplish His ends. He did not say that He would use the pragmatic vulgarity of emergents to accomplish it. Again, Don, repent. There is room at the cross.

13Don Heatley 08/02/2009 12:01 AM

Hi Billy,
While I appreciate your concern for me, I believe my choice of words is, in this case, a creative and aesthetic choice, not a moral one. If that’s not for you, so be it. Interestingly, according to many scholars, a literal translation of 1 Corinthians 4:13 would probably be most offensive to many ears.

Hopefully, you will find the situation I described more offensive than the words themselves. Since you and I come at the Bible through very different approaches, it would be more fruitful to keep our discussion focused on the topic at hand.
Peace,
Don

14John L 08/03/2009 11:03 PM

Don, it all comes back to our intentionality.
You’ve framed social networks in a strongly negative tone. And I think many of your observations ARE correct – yet one-sided. We need to recognize that most technology CAN be used appropriately and constructively. For every negative attribute you’ve noted, we can easily find numerous positive counterparts.

I would encourage you to explore how virtual social technologies can enhance and enlighten ecclesial communities, while keeping a pastoral balance towards the many dangers therein. I think you’ll find that pride, ego, and narcissism is alive and well both on-line AND off-line. The Internet is simply showing us creative new ways in which these timeless selfish traits can manifest.

Social technology users should ask themselves every day, “what is my intention?”

15Steve 08/04/2009 08:32 AM

That is funny! Megachurches of one :^)Seriously, thank you for the dose of cyber-humility. Oh, and don’t forget to check out my blog!

16RuthMarie 08/05/2009 06:56 PM

I’m glad you are willing to put yourself out there – if you didn’t I’d never get to learn from you.

Other than a few comments here and there, I could never do what you do. I could not bear the scrutiny of so many, the weight of it upon me would be too heavy to bear.

I look at your pictures and read your bios and you are so wonderful.

I couldn’t market myself like that because I’m just not the right stuff – I’m unattractive, worn out, and broken-down. ...something about sows’ ears, silk purses etc.,

Remember the Christmas letters everyone used to send out with those perfect pictures of their families? They were always “blessed” with new jobs, grandchildren, trips to Alaska, etc., and if they had any difficulties they faced it with courage. I used to dream about writing my own Christmas letter—the honest annual accounting of my life would read like a dark parody, the perfect country song.

I say to you—be beautiful. Not all of us can pull it off.

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