Thursday, October 10, 2013

Marketing the Self and Spiritual Discernment

Marketing of the self. Aren't we taught to do that pretty early on in life? You gotta stand out or you'll be forgotten, right? You better promote or you will never be successful, right?

I believe there is a double bind around all of this in modern societies. The human tendency to self cherish is the main dish. Humans have been eating it, probably since the beginning of our species. In addition to the main dish is a set of side dishes called consumerism, capitalism, and commodification. Ever seductive, they add endless flavors and textures onto the main dish. I suppose it might be the case that plain old self cherishing gets kind of dull after awhile. It's so much more exciting to be the hot, new product on the block. Or the respected, reliable old one.

The pressure to be a product is damn strong, so much so that even spiritual teachers are falling for it in droves. Being a person with some wisdom mixed with a bag full of delusion doesn't feel good enough. Being a person who takes a shit and can't quite wipe it all clean isn't sexy enough. Being a person who is articulate one minute, and has nothing helpful to say the next just doesn't cut it. And so, we end up with teachers with trademarks at the end of their names. Teachers who spew endless amounts of flowery language. Teachers who market themselves as healers, and then end up abusing the hell out of anyone who gets close to them.

It is any wonder that so many of us are so confused in this life?

Some people get really irritated with me when I start talking about systems and collective conditions. They say things like "Zen practice is about you. Focus on yourself and stop pointing the finger at others." But this isn't about simple judgment. This isn't about damning those trademarked teachers to hell. It's about cultivating an awareness of the larger patterns that are influencing our thinking and behavior. About seeing as conditioned much of what we think is "normal," and that to the extent that we continue mindlessly eating it, we'll be used and controlled by it.

*If you haven't seen them already, I have multiple new posts up over at the Buddhist Peace Fellowship. You can check them out here.

1 comment:

rectalcancermyass said...

true, Zen practice is about you or me...but doesn't Buddhism also teach we are all connected? There are times I can feel the collective energy around me and it reminds me to distinguish what's mine and what's theirs, especially if I am feeling impatient. I remind myself to breathe. Good thought provoking post.