This week, due to an upcoming exciting class with graduate student presentations, the bloggers were given the freedom to reflect on any topic and reading that the course has presented thus far.
Doesn’t it seem like there should be things that just cannot be commodified? Rather, there has to be something in our society that does not subdue to its fate of commodification. Like religious practices, how in the world do you commodify believing in God?
Trinity Broadcasting Network has an answer! The answer! Since 1973 TBN has been commodifying the Christian faith, and now recently other faiths such as “Messianic Jewish” (Christ included, donations given separately). Yet their tactics are a bit more than turning faith into 200 million dollar annual revenue, and merchandize galore. No, TBN commodifies in a very special way.
How can you be worthy to the Lord? Donate to TBN of course! Donate now, and don't wait another second. This is what they say to the over 5,000 television stations, 33 satellites, and 100 million viewers. But there is a catch…
If you donate to TBN, a financial MIRACLE will be granted for you and your family. They repeat this miracle over and over again, “if you donate now, in the next [insert amount of days] you will be completely debt free thanks to the good Lord.” Yet, where does all this donation money go? It fuels the company, and the two very wealthy founders Paul and Jan Crouch (and of course charitable organizations?)
Going back to May Joseph’s work, cultural citizenship seems to be an active level of importance for the Christian community within and around the Trinity Broadcasting Network. Indeed according to Joseph, “cultural citizenship is a nomadic and performative realm of self-invention.” How is cultural citizenship constructed in the TBN viewer community? Viewers perform the act of faith through donation after donation, but is it only sought after because of some sort of miracle debt relief? What does it take to have cultural citizenship within this commodified Christian powerhouse? Why is it so important to perform this belonging?
This is such an uber great post and I am so internally happy that you thought to write about this. With regard to cultural citizenship, these people that are donating are performing it simply being Evangelical Christians. There are many Bible verses that speak to the importance of giving and how God will bless you in multiple ways, but there’s isn’t one that I believe that states that you should give to these egregiously large corporations until you have absolutely nothing (which has happened before) and are exceedingly broke and destitute. The goal of these companies is simply to play on people’s faith and to commodify it in such a way that not only is money gained, but guilt is also produced if you are not a “Good Christian” via giving away your funds.
ReplyDeleteI believe that some of the people give because they are in search of the millions of different reasons that pastors and television preachers tell them they should be giving, however, many also feel that if they don’t they are somehow letting God down. The cultural citizenship aspect of this Jesus powerhouse is simply someone’s belief in God and their willingness to allow these pastors and preachers to make them feel as though they are not in control of their own relationships with God. Lastly, it’s so important to perform this belonging because it’s simply essential to the Christian faith; giving to further God’s kingdom.
REALLY interesting post! As Tichina says, I also see TBN as taking people's religious christian beliefs and turning it into a money making commodity. Growing up as a Catholic and going to church I always remember the 5 mins that was dedicated to donating a buck or two to the church but it is truly amazing to me to see how a large corporation can create this "christian broadcasting network" where they ask for donations by saying that this is the right thing to do and by doing so you will be blessed. Cultural citizenship definitely plays apart in this because this broadcasting company makes highly religious people feel that in order to be apart of Christian religion and to be closer to god you must be able to donate.
ReplyDeleteI agree this is a great post. TBN has done a great job manipulating people into thinking that if they donate all of their money they will receive a blessing from GOD and if they don’t they some how will not receive any blessings. Which I have to commend them on their efforts and strategy, because religion has always been used as a tool to coerce people into doing things. I can definitely see how many people fall into the trap because when I attend Sunday service at my church and I see the people to my left and right writing these large checks; I always stop and think about how they can afford to this. Then the pastor or the choir director will go on and on about how it’s only ten percent of your earnings and you shouldn’t cheat GOD. And so many corporations such as TBN adopt these same views that are used to make the consumer feel an obligation to give. This is definitely an effective representation of Cultural Citizenship.
ReplyDeleteI agree that TBN is an example of trying to sell cultural citizenship at its worst. As an aspect of cultural citizenship that was described by May Joseph in her piece about it involves participating in labor markets, I think that this is precisely what the founders of this network are claiming you must do in order to be a "real" member of this culture. It is as if they are saying the more money you give them, the more Christian you will be, and thus the more blessed by God. Now I'm not saying that Christian institutions should not receive money from anybody. As any other institution, it requires funds to continue. Growing up, I attended an Episcopalian church, and every Sunday we would put money into the collection tray that got passed around. I do not think there is anything wrong with this, but when the church starts looking more like a corporation than a place of worship, maybe even a monopoly, then I think that something is wrong and that they are not acting in mainly Christian interests.
ReplyDeleteI love this post! As many of the clas mates have already stated. And I have a STRONG dislike for TBN! My grandmother use to watch it and I could never understand it or take it as a legit projection of the Christianity belief. I just never could get down with Tammy Faye. But I guess people who are looking for citizenship and want to feel as if they are actually doing the right thing (being a good Christian). What they actually doing is using a form of lifestyle and manipulating/mis-communicating the history and meaning behind the bible and the work of God. They are taking for granted the good Christian faith and making profit off someones faith. It is very sad and misleading. It is sad that something that is free is being commodified.
ReplyDeleteThis is awesome blog about the commodification of Christian television. It shows that the Pastors are making Christianity lifestyle entertainment in the marketing perspective. If the culture is heavy on religion then this is their cultural citizenship to give to the church or television funds. As we can see if you give them money you will receive a financial miracle within the time period. But, who tells us how God moves? In the Bible it explains that God moves in mysteries ways not on your time. So, why give to people who are constantly asking you for money? They don't tell you where the money goes in the company. So we don't know if our money is reliable and valid to be exposed.
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ReplyDeleteThis is a fascinating way to negotiate one's belonging to a Christian identity formed in relation to this TV network. It looks as though it is encouraged to give money to this private organization in order to receive some sort of special salvation or "miracle," which as stated above seems odd because I thought the rules were that only God could grant miracles or at least was beyond man's understanding. This donation to the community appears to be vague as the what one's miracles could be are not addressed specifically leading me to ask what kinds of miracles should I expect and what are the time tables of this agreement? I want a clearer definition and it seems as though I would already have to agree with much of what these people preach to be able to identify with them. It seems that I would have to negotiate my Christian existence with not only myself and God, but this network and others as well.
ReplyDeleteOh I was hoping we would discuss the commodification of religion at some point - especially in the form of tele-evangelism. I'm super interested in American religion, and I think it's something that is definitely deserving of critical study.
ReplyDeleteIt is important that people are bringing up how possibly these "donations" and soliciting for money on the part of TBN is a misrecognition of the Bible's reading - but I think it might be more helpful to step away from the Bible's supposed intent. I mean, there are infinite readings of the Bible and its numerous passages. Rather than critiquing TBN as not truly "Christian", for I don't really think that this is the point of bringing it up in a media studies class, it will be more valuable to look at how this example works to foster a certain kind of cultural citizenship - a specifically evangelical Christian one. It is clear that for the tele-evangelists, that the ideal Christian is one that is able and willing to donate their money. In exchange for this money, since we are operating in a capitalist world, you will receive a miracle. So, it seems that TBN is fostering cultural citizenship at two maybe no so distinct levels. You can "buy" miracles, and through this you can also demonstrate your faith and belonging. THIS is capitalism at its finest.
Ah the moment of hilarity and despair i was forced to PHYSICALLY battle in this silent moment at Grainger......thinking about the Trinity Broadcasting Network. Praise the marketplace on which I can purchase a miracle...especially a financial one!
ReplyDeleteTBN got me thinking on Jhally's article "The Political Economy of Culture" and his discussion of the "marketplace of ideas". Jhally discusses the apparent contradiction in the ideological concept of "freedom of expression" (ya know, a gung ho chant, FREEDOM!) versus its material state, the MEDIUM for speech....like a radio frequency, or a newspaper. Jhally asks "is the marketplace of ideas a TRULY democratic sight?"
This strikes me as the same sort of question that we ask of TBN....is this truly Christian, truly spiritual...and is it fair that this exists? In the end, who are the targets of this broadcasting network....and how could the offer of miracles POSSIBLY be democratic?
Lola-Naomi asks if this is a "legitimate presentation" of the Christian belief......I suppose to some marketing tychoon somewhere, it IS. and it is AUTHENTICALLY a great money maker for a church. seems legit in the business world.......
I think tele-evangelism is a great example of the way that our media has turned culture into an industry to be profitable from, as Jholly describes in many instances. Religious culture is totally another example of what we commodify and what continues the hierarchy within our society. The marketplace demands profit and consumers spending. Through the use of a community and an organization- religion- that people believe in and ascribe to, TBN is able to make profit and participate in today's modern capitalistic society.
ReplyDeleteAlthough I am a very spiritual person, I hate the word "religious", and I think that televangelists are selling religion as a guaranteed way to enter into heaven. I also appreciate this post from you because although the scandals of the televangelists in the 80s (Jim Bakker and Tammy Faye) are still reference to, people still believe that one can buy religion or buy salvation.
ReplyDeleteIn terms cultural citizenship, there is this notion in some televangelism (some, not all) that the more money you give (or sacrifice), the better Christian you will be in the eyes of God. There is this sense of not only belonging to the TBN netowrk, but of having a straight connection with God...through money. I believe that there is a time and place for everything, and this blog is not the right place to discuss issues revolving around what is Christian and what is not, but we must think critically of this without being judgmental. I think this is a wonderful post on the concept of cultural citizensh and the Jhall article.
Awesome blog! I agree with the above posts, the TBN network has unfortunately found away to commodify one’s faith. As Tichina discussed, Christian’s in some instances feel like they are not being a “good Christian” because they don’t pay for the product to receive their miracle. I have found myself having to avoid even watching the channels because my spirit feels a slight conviction. The world is so corrupt that you can’t always trust what people say especially the media. So I don’t buy into the hype because the media always wants you to feel like you are missing out on something or must have something.
ReplyDeleteReligion as a manipulative tool can be a perfect example of buying into cultural citizenship. Scientology from my limited knowledge seems to be based on this principal, only with much larger sums of money from fewer people. TBN is taking the purchasing of cultural citizenship a step further by literally selling "miracles."
ReplyDeleteYes!!! Great choice in topic. Tichina, I agree. I was happy as well to read this because it simply makes me see that I'm not the only person that noticed this lol. I love the comic posting that you showed because it is so true. It is what they are thinking but not saying of course. Once again, this commodification comes in the form of religion and sacrifice. I think this is just the way colonization occured. You are offered all of these great things at the cost of your beliefs and morals. Hmmmm...This all comes from the world turning things into simple forms of social constructions. These people, are often deceiving and not inspired by the grace of the God in which they so rejoice in for allowing these people who are in need of change. Instead, they should be giving money away instead of asking for it. People in levels of authority often take these people who are strong-willed and commodify them as well as their faiths. It's wrong, but this is the society we live in. Who's willing to make a interception on behalf of a desperate nation of believers?
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