I just finished Neil Postman’s classic Amusing Ourselves to Death. This important work, from a communications professor and cultural theorist, is more relevant now than when it was written in 1985. I will be digesting it for a while, but the chapter on religion was especially interesting. Postman’s basic thesis is that Western culture has shifted from a typographic culture to a television culture. Challenging a common misconception that a medium is neutral to the content it transmits, Postman looks intently at the sea change that television has wrought across Western society and predicts dire consequences.
Reading him 30 years after the fact, where the Internet has taken over from television, Postman is even more prescient.
The last half of the book is mostly spent looking at these consequences as they have played out in particular slices of culture including education, politics, news, and religion. In the chapter on faith, Postman quotes a former Executive Director of the National Religious Broadcasters Association:
“You can get your share of the audience only by offering people something they want.”
This serves as a kind of summary statement for how television has shaped the expression of faith that comes over the airwaves. The medium (television) is thus anything but neutral to the shape and telos of the content:
“You will note, I am sure, that this is an unusual religious credo. There is no great religious leader – from the Buddha to Moses to Jesus to Mohammed to Luther – who offered people what they want. Only what they need. But television is not well suited to offering people what they need. It is “user friendly.” It is too easy to turn off. It is at its most alluring when it speaks the language of dynamic visual imagery. It does not accommodate complex language or stringent demands. As a consequence, what is preached on television is not anything like the Sermon on the Mount. Religious programs are filled with good cheer. They celebrate affluence. Their featured players become celebrities. Though their messages are trivial, the shows have high ratings, or rather, because their messages are trivial, the shows have high ratings.”
I literally wrote the word “Joel” in the margins the book beside this paragraph. (Yes, it’s a paper book, because they are better than those electronic monstrosities, as recent sales figures show.) We don’t need to rehash all the issues with the prosperity gospel in general or Joel Osteen in particular; we’ve covered the basics before here. But, whether you like what Joel does or not, I think it’s easy to see the connection between the marketing/consumerist goal of “offering people what they want” and Joel’s platform as a combination of “good cheer,” celebrated affluence, and celebrity.
Postman’s chapter-long take on religion and television will put not only Joel but many of those popular televangelists in a stark light. While he wrote in the era of Oral Roberts and Jimmy Swaggart, others – include Joel – have taken up these gilded mantles. I’m not sure even Postman at his most cynical could imagine preachers asking for $60 million luxury jets, for instance.
Amusing Ourselves to Death is a must-read that will make you rethink the way you engage all forms of media, not just television. I would also recommend Deep Work, in which Cal Newport draws on Postman and others to recommend a new approach to work based on the temptations of social media and other features of electronic culture. I’ll give Postman the final word, as he concludes that the effect of television’s influence on preachers can result not just in a difference of quality, but of kind:
“I believe I am not mistaken in saying Christianity is a demanding and serious religion. When it is delivered as easy and amusing, it is another kind of religion altogether.”
Source: Postman, Amusing Ourselves to Death: Public Discourse in the Age of Show Business (New York: Penguin Books), 121.