The eucharist is a proclamation of salvation in which we consume Christ who truly meets our needs while simultaneously proclaiming Him Lord. The goods and services in our market saturated society function as a false eucharist which has the embedded proclamtion that we consume to meet our needs while we remain Lord.
There is a delightful article in this month's Christianity Today by Tyler Wigg-Stevenson titled "Jesus Is Not a Brand." I encourage your to read it. Here's a couple of my favorite quotes:
"But the choice for Christ is not arbitrary. If a disgruntled Chevy man switches to Ford, Chevy loses and Ford gains; if we desert Christ in favor of another god, he is not diminished. Brand superiority is in the mind of the consumer, but Christ's divinity and worth are his own, regardless of what we think of him. He does not need our bumper stickers or T-shirts. These tell the world far more about who we are and what we like than they do about him."
"Because niche segmentation enables marketers to target their messages to narrower audiences, it is reflected in our advertising. Moreover, it has allowed us to live lives that are increasingly tailor-made to our personal preferences. We live in neighborhoods of single-family homes populated by people like us, go to church with people like us, consume media targeted at people like us, and shop with people like us. All of this makes us more reluctant to inhabit a world with people who are not like us."
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