Among the high holy days of capitalism, Black Friday stands as a beacon for those in the service of Mammon. It seems that we’ve taken the basic process of fair trade and constructed from it an über-religion based on getting more for less. Certainly in my little world of academic publishing I’ve encountered those who believe marketing a book is far more important than what it actually says. Ironically, my last two publishing jobs were located through LinkedIn. LinkedIn allows you to put your professional life online and those who shop for souls are free to “find” you, read about your accomplishments, and even occasionally contact you with employment options. It may not work for everyone, but it has for me. LinkedIn will also email you with opportunities, and this Black Friday as I opened my email I discovered that the top article they’d selected for me was entitled, “How Neuroscience Is Key to Successful Marketing Strategies.” Welcome to the temple of Mammon.
Neuroscience has been as fascinating to me as it can be to a layperson. Since we all encounter the world through the gateway of our brains, we stand to learn a lot through its study. Of course, my mind always goes to the deeper questions: what can we learn about religious belief through neuroscience? What can the study of the brain reveal to us about reality? Will this science eventually reveal to us that more than brains are involved in the pure, raw experience of the ultimate? Of course, you can also use this study to figure out how to make a buck. We are so eager to make money that we’ll open stores on the prototypical family holiday itself, before the turkey is even digested. Try to corral the stampedes in a day early, and the great god Mammon smiles. We consume, therefore we are.
If you want to shop, someone has to be on duty. The worker might be enticed from her or his family by the prospect of “time and a half” pay. It might sound tempting, but I ask what the baseline cost really is. We’ve known since at least the days of the Charlie Brown Christmas and the original Grinch that happiness does not accompany owning more stuff. As a society we’ve promoted materialism so heavily that we are left feeling empty without the urge to buy making us feel like we’re accomplishing something important. I still find learning new things more satisfying than buying new things. Ironically, just below the neuroscience article, LinkedIn suggests I read “The End of the Public University?” It seems to me that Black Friday might have more than a single connotation. Of course, I’ll have to check in with Mammon on that; the smart money’s on the most demanding god.