Modrall
What’s in a Symbol?
Roaring down the interstate, it glistens on the bumper of the speeding town car. Popularly dubbed as the “Jesus Fish,” this symbol is a well-known mark of Christianity, as well as being a stylish accessory.
The chrome fish has become a trademark of a Christian, and thus the driver of the car that dons it is often viewed as being an honest, kind and good Christian. This phenomenon is not just applicable to the individual, but also to businesses, products and services.
The interesting thing about these brand marketing techniques is that without any knowledge of the individual, services or business itself, a preconceived notion of what the symbol stands for already fogs rational judgment.
“I do think that some corporations, legislators, celebrities—even people in our local communities—hark faith or symbols or the language of faith for particular reasons. We all do alter out behavior depending on the message we wish to send,” said Ann Neuman, editor of The Revealer website at New York University’s Center for Religion and Media.
Christianity was not intended to be a brand marketing strategy, but for many that is what it has become. According to a website that discusses all things God, the Ichthys, the Greek word for fish, and the word for today’s symbol of the “Jesus Fish”, store owners utilize the symbol as a way to advertise that they abide by “Christian integrity and ethics.”
Thus the original design, to be used to identify fellow believers, is now a way to promote one’s business. The “Jesus Fish” is not the only logo, there are also W.W.J.D. (What would Jesus do?) accessories, “Jesus Freak” t-shirts, and even the odd politician stating “God Bless” after every speech.
“The willingness of persons to hear the good news of Christian faith is associated with their confidence in or attraction to the one bearing the witness,” said Joe Price, a professor of religious studies at Whittier College.
This then leads to organizations and companies using prominent and recognizable figures to promote their religion and beliefs. Even Tim Tebow, could be compared to Billy Sunday, as both had sports background, and both openly shared their religious views.
Price went on to say that various celebrities have often been sought after, through the years, by evangelists, in order to help their own services thrive. Even the subject of Jesus tattoos and cross necklaces, symbolize a branding technique of projecting a specific image to one’s target audience.
When discussing Justin Beiber’s Jesus tattoos on his calf and side, Neuman said that even if he was sincere in his faith, the tattoos make an even more vocal and permanent statement to the fact. Being that he is willing to permanently mark his body with this message, Neuman believes, will also make parents and other Christians more likely to purchase his albums and concert tickets for their kids.
This display and advertising, creates a need to always put one’s faith on display. Proclaiming one’s faith is no longer enough, but now one must prove it with products, symbols and popular logos.
In the end, many believe that it comes down to what the band Go Fish wrote in one of their songs, “No chrome fish could take the place of what people see when your faith is on the line.”
The Cost of Couponing
Eighty jars of mustard glide past on the conveyor belt.
Thirty minutes go by while waiting patiently behind a family stocking up on enough of the yellow sauce to open a Subway. Even the cashier, usually in a melancholy glaze, displays shocked annoyance as the customer shoves a crumpled stack of coupons in her hand. The total for this plethora of condiments? Five dollars and sixty-two cents.
What started out as a way for families to save money on groceries during hard economic times, has catapulted into a country-wide trend of buying in bulk for the sake of getting a bargain.
Like most fads, coupon clipping started with the best of intensions. Individuals like Dawn Mclain, who has been using coupons for over twenty years, merely wanted to save money on her family's expenses. Just because the recession made money tight, didn't mean that people ate less or wore fewer clothes.
Thus, coupons and bargain hunting became a necessity, which encouraged websites like Coupon Suzy and Coupon Mom to pop up, allowing for easier accessibility. With that, people began to push the limits of coupon use, and the "extreme couponing" craze was born.
A reality show on "TLC," Extreme Couponing, showcases families across America stuffing their carts with nonperishables, in an attempt to earn the title of "Extreme Couponer." In one episode, a woman named Faatima sets out to buy a stack of video games, typically fifty-dollars a piece, on her thirty-five dollar budget. With the help of the store's "Buy 2, Get 1 Free" policy, and an eye on the already marked down clearance items, she was able to purchase ten games for five dollars and twenty-five cents.
This example is just one of many that display bargain hunters getting a haul of merchandise practically free. With this exploitation of excess, it is no wonder why the casual coupon clipper takes offense to this demonstration of extreme.
"The new show Extreme Couponing is ruining it for all couponers!!!!!! [author's emphasis] They make the show to show people beating the system and it's just not reality," expresses Mclain.
However, this trend has also had other reproductions. According to a Tampa news source, newspapers are beginning to be victimized as a recent surge of Sunday paper thefts have been linked to the increase of coupons printed inside.
Another recent occurrence involves the use of counterfeit coupons. An “ABC” news source states that the “fear of counterfeits sometimes causes stores to reject Internet coupons altogether.” The danger lies when unsuspecting shoppers purchase coupons from unreputable sites.
Coupon clippers are warned to never pay for a coupon, because those are things that product manufacturers distribute for free. Another advice is to only use the brand’s web site or other reliable sites.
This stealing of sorts is now starting to have its repercussions, as major businesses throughout the country are beginning to change their couponing policies, many times doing away with web coupons entirely. Most notably would be JC Penney, which through a total image overhaul, has done away with coupons completely.
According to Customer Care Representative, Kenny, JCP will now only offer three price categories for their products, an "Everyday Price", "Month-Long Values" and a "Best Price". With these permanent prices, Kenny adds that JCP will now offer "Fair and Square Pricing, Happy Returns and a great new shopping environment," but this shopping chain will not be featured on Extreme Couponing any time in the near future.
Other stores are also changing their policies. According to the company website, Wal-mart will now limit forty coupons per transaction, do away with buy one, get one free coupons without a specified price and get rid of coupons with a percentage off the entire basket purchase.
Rite-Aid has also changed their coupon policy as of March of this year. For example, multiple coupons can be used during a single purchase, if "all coupons match the item being purchased" and "the total of the coupons is equal or less than the selling price of the item before sales tax."
The extreme couponers are not the only ones that these restrictions are punishing, though. Websites, like Feeding God's People, states that they are aimed at teaching others to use coupons as a way to share with those less fortunate. One of the founders of this site, Missy Eby, was even featured on the “TLC” reality show as a contestant. According to Eby’s website, she donates the items her family doesn't need to charity; therefore, to her, couponing is a selfless act that should not be reprimanded by store policies.
To some, coupon clipping might be viewed as a necessity, to others it is considered a mission of God and yet there are also those that regard it as a way to get something for nothing. However it is perceived, one thing is for certain, it is a trend of the hard economic times.
While the stricter rules might deter many from future coupon clipping, others, like Mclain, will “always use coupons, even if the fad stops."
“Close the Door and Pray”
Lady Gaga does it, Prince does it and all of your Facebook friends are doing it. This nation-wide phenomenon, started by America’s most talked about Christian quarterback, has become a very popular way to pray in public, but with it come dangers of glorifying one’s self. As Charlotte Brontë said in Jane Eyre, “I could not, in those days, see God for his creature: of whom I had made an idol.”
“Tebowing” is the newest posing craze, and we all have Tim Tebow to thank for it. For those who don’t know, “Tebowing,” according to Urban Dictionary, is a verb that means “to get down on a knee and start praying, even if everyone else around you is doing something completely different.”
Celebrities have always broadcast their religion, whether it’s Madonna showcasing her Kabbalah bracelet, Tom Cruise advertising Scientology or Justin Bieber displaying a Jesus tattoo on his calf. Whenever a celebrity promotes a belief, their fans follow suit, which can turn a religion into a trend.
Many believe that no matter the religion being promoted, celebrities often give any belief a negative image. Does Tom Cruise’s unpredictable behavior and bizarre statements put Scientologists in a poor light? DoMadonna’s numerous failed marriages give Kabbalah any less truth, or does Russell Brandand Katy Perry’s divorce provide criticism to Buddhists?
Whenever a person puts their beliefs on display every action is put into question, especially when the individual is always in the public eye. That said, a few unfortunate examples doesn’t make a fair representation of the religion as a whole.
Even though celebs promoting religion is far from novel, Ann Neuman, editor of The Revealer website at New York University’s Center for Religion and Media, explains that “the media frenzy surrounding Tebow was new in that it made profession of faith very public, and in a realm, football, where it’s always existed but behind closed doors.”
Tebow is certainly a media sensation, and his field-side kneeling has given him and Christianity an added boost that previous celebrities have yet to achieve. The question is not whether he is in the wrong with promoting his beliefs so openly, because we are all allowed that right, but the issue arises when the glorifier becomes the glorified.
Many view Tebow as being brave in his public display of thanking God. They believe he is showing his fans and followers that without God’s help, none of what he accomplishes would be possible. That said, many who imitate his actions, are doing so for alternative reasons.
The danger lies when praying becomes a public mockery, or loses it’s meaning altogether. Neuman feels differently, and says that Christianity doesn’t require being defended because religion is defined by the individual, not society as a whole.
“Society can no more define Christianity (or any other religion) than it can defend or ridicule it. That job is left to believers; they are the ones who define Christianity (or whatever religion) in their own lives. I don't think we need to worry what damage will be done to such a diverse and hard-to-define thing as any religion,” said Neuman.
Tebow’s rendition of Auguste Rodin’s The Thinker, is a media spectacle that in many aspects overshadows his football playing. Whether or not his pose is for show or praise; however, is a question only Tebow and God knows the answer to.
For good or bad, it is clear that the “Tebowing” craze is showing no signs of slowing down. Although, as a Christian it is crucial to glorify God, the Bible makes it clear that praising and speaking with Him should not be treated like acid wash jeans, which were at one time fashionable, but are now banned from existence.
Perhaps the answer is for Christians to abide by their own gospel, “But when you pray, go into your room, close the door and pray to your Father, who is unseen. Then your Father, who sees what is done in secret, will reward you,” states Matthew 6:6.
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