I was on hold the other day trying to schedule an appointment for a haircut. As I waited for the receptionist, I half-listened to the obligatory recordings. The announcer asked me to consider scheduling a make-over with my upcoming appointment and to make sure I leave with the products that will keep up my new look. (Apparently, when you have a captive audience of customers “muzak” is hardly strategic.) But then I was caught off guard by a question: “What do the local communities of Chad, Africa, mean to you?” The answer he offered was as immediate as my inability to think of one: “Chad is a leading producer of organic acacia gum, the vital ingredient in a new line of products exclusively produced for and available at our salon.”
In a culture dominated by consumption, the commodification of everything around us is more and more of an unconscious worldview. Thus, when we think of Chad, we can think of our favorite shampoo and its connection with our hair salon. The land where it came from, the conditions of its production, and the community or laborers who produce it are realities wholly disassociated with the commodity itself. Like soap and luggage, the nation of Chad can become just one of the many commodities within our consumer mindset.
As I put down the phone, I couldn’t help but wonder about Amos’s description of those who are “at ease in Zion.” How at ease do you have to be to begin to see the world in commodities?
In fact, at the time of Amos’s words, Israel itself was at one of its most opulent junctures. They had expanded their territory in more than one direction. Their winter palaces were adorned with ivory and their feasts were lacking nothing. They could be heard singing songs to the sound of the harp and seen anointing themselves with the finest of oils. It was in such affluence that the shepherd Amos proclaimed indomitably: “Woe to those who are at ease in Zion, and to those who feel secure on the mountain of Samaria.”(1)
Continue reading Ravi Zacharias Ministry – The Image of Things