The Bible Wears Prada

Jamie’s latest post outlines a growing trend among bible makers and fashion-conscious, bible-toting Christians:

“Bibles are becoming as much personal statements as fashion statements. ‘What people are saying is ‘I want to find a Bible that is really me,’ noted Rodney Hatfield, a vice president of marketing at Thomas Nelson. ‘It’s no different than with anything else in our culture.’”

In a discussion with friends the other night, we considered John chapter 1, where it says the “Word became flesh” when Jesus entered the world. We spent time thinking about how ancient cultures felt about words — that words once had the power to affect both the physical and spiritual realms.

By contrast, we realized words today mean so little in our culture. We’re bombarded by words like “best,” “greatest” and “ultimate” in advertisements to the point that they mean nothing. How many #1s can there be? No, everything is over-promised. And by default, everything is under-delivered.

I’m reminded of that scene from Elf where Buddy takes Jovie to get the “World’s Best Cup of Coffee,” advertised in the café window. Buddy blindfolds Jovie and makes her take a swig, surprising her with this triumph in coffee making. Of course, you and I knew the coffee would be horrible. Why? Because advertisements seldom live up to their word. In his own sweet way, Buddy’s naiveté reveals something about the world we occupy: words are cheap.

At times it feels as though there’s some undercurrent running through our collective consciousness — some strain of cynicism that strips words, relationships and our experiences of God of power and meaning. Perhaps it’s an undercurrent of disbelief and mistrust. I recognize it in my own heart from time to time – when I don’t believe, even on a small level, what you say about me or others – especially when it’s positive. I see it when I read the Bible with less reverence and devotion than I give to watching primetime television.

We inoculate ourselves with things that look like Jesus or represent him in some twee fashion, especially in the Christmas season. Our consumerization of God’s Word and the “Word Became Flesh” has reduced our capacity to recognize him and proclaim his true character to the world. The fact that our Bibles need to match the color of our shoes on Sunday morning, that they have become an accessory to who we are, is only a symptom of a greater sickness we share. It’s contagious. Before long, nothing will be sacred anymore.