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Part 1 is here, introducing the idea of relating reading scripture to hearing music, searching for what is spiritually significant in both. My last post pasted in my appendix on reading scripture from my 2003 book, Consuming Faith. My writing of that appendix already signaled my realization that I needed to account theologically for my use of the Bible in that book. But I was not done thinking about what kind of reading produced what kind of theological knowledge, especially in this case of consumerism/branding and spirituality. So when it came time to write an updated preface for the paperback edition of that book (2006), I wrote this:

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Preface to the Paperback Edition

The need for a paperback edition of Consuming Faith is a reminder that unbridled global American capitalism remains devastating news for much of the world’s poor, and that Christians and all people of good will have yet to feel this stranglehold for the violence that it is, not to mention voicing sufficient protest against it and imagining different worlds in the face of it. The occasion of this edition is but one tiny index of the absence of economic apocalypse toward which Christians, anyway, should be leading the United States.

This book was my attempt to show that corporate branding, a major feature of the young adult cultural landscape, should be a profound offense to those who hope to be worthy of the name Christian. Branding provides a structure for living similar to that of spiritual disciplines, and branding does so through an attempted and continually renewed psychological violence toward us, the “consumers.” And though the most ironic and media-literate among us may in some measure avoid this corporate address, no one can contest that branding depends to a monstrous degree on physical and other (more…)