I would imagine any ad-man or marketer worth their salt would love to be able to predict the next wave of communication – what will the hot-buttons be? We’ve gone through the epic soaps (Dallas & Co) to the sitcoms (Frazier & Seinfeld), via the game shows (Millionaire etc) to end up with where we are now “reality”. Reality that spans everything – Survivor, Amazing Race, Batchelorette, Fear Factor, Marry my Dad, Apprentice, Joe Shmoe, Nerds, the list goes on and on. And it gets stranger, weirder, more whacky, until we start reaching the bizarre.
And somehow it all relates back to the undercurrents in society, and how these can be exploited commercially. So in the USA currently what can be seen as big? Emerging? Being embraced by all? You got it— church, religion, and that ol’ time favourite – God! And it’s a trend that’s apparent and obvious in all forms of entertainment, and evident in all media. Here are the facts – best you absorb, and apply the learnings immediately to the very next piece of communication you undertake!
- The best-selling song in the USA at the moment describes a mother and baby (obviously!) spinning the car on an icy road, and her impassioned plea, (and title of the song) “Jesus, take the Wheel!” (For those of you who must know, yep, He does!).
- TV ad: Pans across the congregation, and successively the Black man, the two gay guys, and the archetype “biker” are sucked up and out into a vortex. Title comes up: “Come to the United Mission of God this Sunday, WHERE ALL ARE WELCOME!” Subtle, huh?
This is in competition with:
” Billboard in Arkansas: This week FREE at Voice of Faith Church – GOD!”
Which competes with a radio ad promising “Come to Church of All Faith on Sunday and get a free mystery gift!”
But all of these pale into insignificance. Because here is the really scary thing – God has come to the realms of Reality TV! Honestly. And it’s not only a Christian thing – the Jews, not wanting to be outdone, have got involved too. So here are the two TV shows (that I noticed), developed for viewer entertainment:
- The first: for the Christian population. Aptly titled “The Girl or Jesus”. Or was it “God or The Girl?” I forget. But you get the drift – four young priests-to-be, being tempted by carnal pleasure! Unfortunately I didn’t watch it (wonder upon wonders) so I can’t tell you who won. But I suppose if God had lost we’d have heard about it—
- The second: tailored for Jewish folk. More laid back. Deeper. Philosophical. In this a thirty-something archetype Rabbi – curly hair, beard, glasses goes into “troubled” homes and resolves any conflict they have by offering sage advise. But he’s not a gentle character. He’s assertive and blunt! Who watches? Only God knows! What’s it called? “Shalom at Home”! What’s his name? Rabbi Shmool!!
So we know in times of crisis people turn to their faith. It’s a logical phenomenon. What I find difficult to fathom is how this ends up being commercialised at every level. How it can be exploited through every aspect of media and entertainment.
I don’t think it says much for society, its values or the norms that have become acceptable. But on the other hand I suppose it’s a case of “whatever turns you on”. I just shudder to see what will happen when we ratchet it up another level. Ridiculous—
Harry Herber is group managing director of The MediaShop.