Over at Synagogue 3000, there is a post and my rsponse. I have been told there will likely be 2 more responses.
Beyond Spiritual Consumerism. . . Or Not
Rabbi Michael Wasserman, The New Shul, Scottsdale, AZ
He wrote in his opinion piece:
Lawrence Hoffman … envisions people taking advantage of a wide menu of synagogue offerings according to their individual tastes, much as they shop for clothes (Rethinking Synagogues, pp. 174-175). If we ask for no sense of shared responsibility, then aren’t we treating people, in essence, as spiritual consumers? Aren’t we inviting them, in effect, to “buy” spiritual experiences?
I commented:
Choice Does Not Always Mean Consumer Choice
On Sunday nights, I am glued to my TV watching the hit show Mad Men The show ostensively focuses on an ad agency in 1962 portraying the rise of advertising and consumer culture in America. But the real story is the sense of falling and anxiety that occurred when the certainties of the nineteen fifties gave way to the individualism of the 1960’s. I find that this post “ Beyond Spiritual Consumerism. . . Or Not” confuses the plot with the real story.
In the 1950’s people learned to accept culturally constructed institutions and model ideal attitudes whose expectations might not have been experienced privately. In the 1960’s people started to seek their own individual directions and overcome the split between the institutional and the personal. They moved from dwelling to seeking. By the 1980’s and 1990’s this individualism became the norm.
Jews aspired to a collective idea of peoplehood and accepted institutional attitudes toward Judaism, family life, and society. Mordechai Kaplan’s important re-evaluation of Judaism was based on the descriptive ideas of Durkheim in which individuals express themselves in collectives. But what comes after Durkheim, and the evident decline in self-definition through Jewish institutions?
Charles Taylor in his recent work A Secular Age points out that Durkheim’s approach — in which individuals expressed themselves in collectives and institutions — no longer holds true in its original meaning. Religion today, Taylor argues, can be found in “the continuing multiplication of new options, religious, spiritual, and anti-religious, which individuals seize on in order to make sense of their lives.” Taylor stresses the complex ways in which religion is now even more a part of our daily lives, and the importance of a multiplicity of practices and interpretations to deal with this variety.
In the post –Durkheim reality described by Taylor, we need to reframe the issue away from peoplehood to individual meanings and smaller social units, in short, religion in the human life. We need to think in terms of changes based on the small changes of meanings and moral orders.
Take, for example, the variety of religious experiences and moral orders that could be found among the pews in a single congregation on Yom Kippur 2009. We will find people from whom Judaism is of varying importance in their daily lives, but for whom the content of that Judaism is different and varying. There will be those who adhere to old-time theology, those for whom Judaism is about being a politically conservative ADL supporter, those who are progressive, another who stresses social action, another who understands reality using 12-step language, and another who eclectically combines Chabad, feng shui, and Buddhist spirituality, those who are uplifted through art, and even moral majority Jews who embrace Judaism for its strong “family values.” There are dozens of other Jewish moral orders, no congregation has even half of them. People choose to obligate themselves to these diverse meanings because they help make sense of their lives.
Recently, many analysts of the Jewish community have picked up the phrase “spiritual marketplace” (first used a generation ago) and proceed to compare the Jewish choices made by today’s Jew to the choice of a “grande soy latte” in Starbucks – a simile implying a degree of pampering and meaningless luxuries. Viewing Jews making life decisions as Starbucks customers, their policy proposals emphasize the need to reach younger Jews through better marketing. However, religious choices, as Robert Wuthnow has stressed, reflect an attempt to create meaningful lives and a structure of moral orders. Multiple choices do not lead to the banal market pluralism, but to a variety of constructed finite religious identities.
When entering the contemporary spiritual landscape, the contemporary Jew experiences not three or four denominations, but dozens of flavors. Synagogues and Jewish organization become specialized into single products for specialized audiences. So of course, people enjoy the Synaplex model because it gives them a possibility, a chance, to experience what they find meaningful. If they are lucky, they can find their personal vision validated.
To return to the original issue of equating choice with consumer choice, we need to look at moral orders and meanings created.
Seekers, as Wuthnow categorized them, are not a single category but are many approaches and many moral orders. While some still seek naturalism, other seekers embrace traditional concepts of God. The literature in the field of spirituality divides spirituality into anywhere between four to ten different types. Many of the books from Alban Institute place the number at four.
Rabbis need to know that these different types of spirituality are not interchangeable and that congregants are not choosing them just for consumerist variety. Some congregants seeking certain forms of spirituality are actually repelled by some of the others. No one congregation can attempt all of the current varieties of spirituality. No Rabbi can offer all of them. But there is shopping because there in fact several different unique types of spirituality, each with their own sense of meaning, not because they have internalized the marketplace values.
The blog post asked “If we ask for no sense of shared responsibility, then aren’t we treating people, in essence, as spiritual consumers?”
The answer is no! Judaism is capacious and has the possibility of many meanings constructed and many moral orders formed. That is, unless, the vision is to return the community to the 1950’s. We watch Mad Men to remind ourselves how much we have changed.
The Book of Doctrines and Opinions: 