Spirituality

A Newly Burning Brand

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“I’m X, Y, and Z” some religious person or spiritual seeker will exclaim proudly, touting their supposed morals and ethics.. However they are neither X,Y, or Z in your humble opinion – yet if you call them on it they get very offended. You yourself are offended that they are making such statements while clearly not living up to what they profess.

We’ve seen this before, with gun-toting Lightworkers, compassionate Christians who want homeless people dead, and so on. People are very emphatic about who they are while being absolutely nothing like they say they are.

So are they just lying? Well, it would seem as much, but drifting among various conversations I’ve had and heard, I’d like to suggest something different. These people have a brand.

A brand. A set of labels and images and so on that define them. It doesn’t mean they are these things, but they say they are. The human equivalent of a corporation touting their love of the environment while pumping toxic waste into it, or financial responsibility being part of their image until the CIO suddenly flies to a country without an extradition treaty.

At least with corporations we have the comfort of assuming people in them are lying to us, but I think these “spiritually branded” people who don’t live up to their brand may be serious. They may actually think they’re what they say they are.

Why do I say that? Am I going soft? No, they’re still destructive assholes, but we can learn from them. In fact I think I have a pretty good idea of how we got here.

Ages ago, “personal branding” was all the rage in the career world. Initially I kind of liked it because it felt like a vision quest – figure who you are and sum it up! I’ll even argue that early on it was a good thing as it helped people figure out how to communicate in their careers!

But of course, it became corrupted into bullshit-spewing self-marketing. The internet didn’t help because it encouraged everyone to brand themselves. Start this youtube channel! Start this podcast! Do this etsy store! Try this on your LinkedIn. We all got branding dumped down our throat, and even if we didn’t respond we saw all those people who found brands and wondered . . .

Now slather all of this on top of religion and spirituality, which has had PLENTY of inaccurate branding over the ages. The result is something far worse than the usual religions toxicity. We’ve taken the problems humanity has always had and added market-tested, keyword-enabled branding on top of it. It’s somewhere between marketing and toxic fandom.

So when you tell someone they’re a religious hypocrite and they insist they aren’t with buzzword bingo, remember this is branding. This is a lie people are so used to telling it’s not a lie.

(As how we deal with it, well, that I gotta put some thought into . . .)

– Xenofact

Grifts, Spiritual Grifts, and Widespread BS

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Recently I discovered the delightful videocaster Tom Nicholas. A charming man who covers economics, politics, and culture, he has a witty but laid-back style that helps him cover some pretty serious subjects. My introduction to his work was a YouTube episode on why everything is so grifty these days, which I recommend seeing. Well, after you finish reading this.

It’s hard to sum up, but the short form is work and the economy aren’t so hot, business gurus sold advice on how to make money (while their business was guruhood), and eventually you end up with grifts everywhere. I’m not doing it justice, but, you get the idea – looking to have grifts is sort of normalized now.

While rewatching this episode because I’m some kind of masochist, I began wondering what this meant for the spiritual grifts that I often analyze. Which is where this column comes from, so here’s my thoughts.

Spiritual grifts have always been with humanity as long as there have been humans. It doesn’t take much historical reading to find such things, from failed cults to faked miracles. But there’s something about today’s spiritual grifts where they seem to be varied, ominpresent, and a lot of people are in on them.

Which seems sort of weird. Are there this many chosen ones, like can someone choose among the chosen ones to narrow it down? Why can’t all the messages from the Space Brothers, you know, line up? How come the Ascended Masters only now care about vaccination? I mean, how did we get here?

When I stepped back thanks to Mr. Nicholas, the answer seemed depressingly obvious.

First, grifts always take advantage of existing technology. The printing press changed every country that created it or adopted it – and also meant people could more easily print and spread bullshit. History is replete with opportunity pamphleteers and scam artists and people who lied fast and wrote just as fast on spiritual “issues.” The internet just makes it faster than we were used to a few decades ago – and easier to start a spiritual grift.

Secondly, many of us exist in a culture that contains what I might call “Capitalist Idolatry.” We are told to make money all the time, to turn everything to a profit, to look for the next thing. We’ve had years of business gurus pitching side hustles and passive income. We’ve internalized this, and for many people this seems to be instinctual.

Third, the economy hasn’t gone great for a lot of people. How many layoffs, restructurings, firings, our recessions have you been through? How many people lost their economic progress, or never even got a chance to start any progress? People have been let down by the economy, and they’re looking to make money, and that culture of hustle is there waiting to tell us we can do it – and beat the system!

Fourth, American culture has normalized the spiritual grift. We have the so-called mainstream Christian grift, a historical lineage of tent revivalists, pass-the-plate evangelists, megachurches, and of course the televangelists and their empires. If people aren’t interested in that – or are rebelling against it – you can provide “alternative” spirituality and get your own grift going by doing something different while keeping the same old moneymaking routines.

Fifth, spiritual grift doesn’t require you to make anything unusual. Sure you can sell crystals and whatever, but it’s really easy to sell content which you can just make up and spew into the format of your choice. If you do want to sell merch you can get things manufactured or slap your brand name on some pre-made herbal medication or whatever. But for the most part, spiritual grift is no different than the various life coach and business guru scams.

Toss all that together and of course we’re awash in Spiritual grifts. They’be been around for awhile, we exist in a grifty culture, and the internet turned it up to eleven. When someone is flooded with TikTok, YouTube, and Podcast gurus, they might get ideas. They might even have some authentic spiritual insights, but that’s a seed for something neither spiritual or insightful.

What we face today in the world of spiritual grift is something more widespread and faster-moving than grifts of say a century ago. But nothing is actually unusual – we’ve all seen it before, throughout history and throughout our lives.

–Xenofact

Building The Ecosystem

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When I returned to my spiritual practices after a too-long break, I found it was hard to put things in their proper “place.” I’d be interrupted in my practice, distracted, and interrupted by things that were irrelevant. Nothing like deciding to get back to really deep spiritual activity then getting incredibly pissed about things like getting your chore schedule in order.

Reflecting on past experiences and interests, I came to the realization that a lot of spiritual practices (theistic, non-theistic, humorous, etc.) involve a mental ecosystem. Meditations, magic, correspondences, and so on align with your job, ethics, and perhaps even furniture placement (hello feng shui?). Your spiritual work of whatever kind really makes progress when your life ties together.

In my own work, which is informed by a mix of Taoism and syncretic practices, I took the following activities:

  • I read a few passages from one of my copies of the Tao Te Ching each night. The TTC is a philosophical document, and it led me to think about my life and my activities.
  • I read about one of the Hexagrams of the I Ching each night from some of the books in my library. The I Ching is deeply tied to many Chinese philosophies, and many commentaries and interpretations add even more thought. It’s mix of the cosmic and the human help me think bigger.
  • I continue my usual devotional/religious work around chosen gods, but think about how I embody them and why they matter to me. Where do I fit into the big picture and all these organic processes?
  • I ask questions about my media consumption and relaxation. Ironically it seems the answer is “I probably need more.”

In about a month I’ve found my viewpoints changing. My spiritual activities aren’t alien to my life or vice versa, but the two are more connected. I’m getting a “bigger picture” sense of what I’m doing. It’s also nothing self-aggrandizing, it’s more everyday things like how I lead at work or what I eat (chocolate,pizza, burritos – the signs I’m stressed).

And it’s all some reading, contemplation, and regular activities that help tie my life together into the bigger picture. It’s honestly nothing special, it’s probably something most anyone does to one extent or another. It’s just conscious on my part, with my fascination of using myself as a kind of laboratory.

I’ll doubtlessly write more on this. But if you’re finding your spiritual work and life don’t line up, consider how you can align yourself a little more. Some reading, regular thought about issues, some schedules, might help you connect the dots.

Nothing major here. Just a few observations from someone else on the path.

– Xenofact