Doctoral Dissertation

Title: Voices of The Imago Consumere: The Dialogical Formation of Christian Identity in American Consumer iCulture

Focus: The theory of Dialogism, as developed by Mikhail Baktin, a Russian literary critic and philosopher of the 20th Century.

George Fox University, Portland, Oregon (2012), 200 pages.

ABSTRACT 

This dissertation explores how identity and worldview are shaped within the framework of American consumer iCulture. To address this topic, I utilize Mikhail Bakhtin’s theory of dialogism to examine the ‘dialogic’ nature of identity formation in response to the questions, “Who am I?” and “What do I believe?” within the context of a multi-‘voiced’ cultural environment. This analysis delves into the psychological, sociological, philosophical, and theological aspects that contribute to one's sense of self. I argue that if the intricacies of the process I term “dialogic convergence” were grasped, it would pave the way for more deliberate approaches to discipleship that could be taught, practiced, and adapted.

Chapter 1 provides an overview of the interconnected challenges at the heart of this inquiry. Chapter 2 summarizes Bakhtin’s dialogism and offers a reinterpretation of Genesis 3, proposing that the imago consumere (the image of the consumer) is revealed within this narrative. Chapter 3 advances the concept of dialogic convergence, where the interplay between philosophy, consumerism, and theology solidifies the imago consumere. Chapter 4 critically examines the commercialization of Christianity in America, discussing the Church Growth Movement, the commodification of the “Jesus brand,” and concerns related to church marketing strategies. Chapter 5 explores the impact of the “American Dream” on Christian identity, highlighting the implications of advertising targeted at children, the re-accentuation of identity through image marketing, and the creative influences of figures like Walt Disney and Steve Jobs.

Chapter 6 concludes by contemplating the potential for embodying true discipleship in the context of American iCulture. It emphasizes responding to Jesus’ ‘rabbinic invitation’ (“follow me”) as a means to challenge and transcend the imago consumere, ultimately revealing a more authentic, Christ-like identity.

Voices of The Imago Consumere: The Dialogical Formation of Christian Identity in American Consumer iCulture

By Dr. William D. Gibson