Tag: tara isabella burton

Psst, Consumer, Wanna Buy Your AlieNation?


Like many Americans right of center, the ads I see online feature plenty of vaguely patriotic products. Some of the stuff’s campaign gear. Some of it’s randomly tacti-cool. (Already got a tactical pen? Have you tried our tactical toothbrush yet? Got the toothbrush already, have you? What about a tactical toothpick?) Perhaps because my browsing habits are eclectic, the ads “targeting” me are eclectic, too. According to my ads, I’m a Trump-voting, militantly pro-life charismatic sedevacantist Catholic wiccan secular humanist who’s also militantly pro-choice and pining for the deceased Ruth Bader Ginsberg. I’m deaf, too. Because of earwax. But at least I’m not alone in that: judging by consumer ad complaints, the main symptom of Covid-19 is massive earwax buildup.

People who say they know about these things say that Covid’s virtual earwax buildup is a symptom of declining click-throughs on online ads. The more time we spend online without clicking through on ads, the more “bottom feeder” ads we see. Maybe I am who I am to online marketers because I don’t click through. Therefore I must “want”, in no particular order, Osteen Cubes, <insert name of Biblical woman here> Anointings, conversational Medieval Latin kits, “homeopathic” essential-oil blends consecrated to Jesus or my choice of goddess. Little lapel pins featuring lab flasks bubbling vacuities like “Science is real!” or light-splitting prisms spelling out “I’m gay for science!” in rainbow writing.

Rapid-fire lapel pin advertising directed my way, whether from right or left, never hits its target, since even if I saw a pin I liked, I wouldn’t buy it. If I saw an ad for a lapel pin featuring the smexxxiest anthropomorphized doped garnet laser — adorned with real synthetic garnet chips reading “She blinded me with science!” — well, I’d chuckle. But I wouldn’t click.

Book Review: ‘Strange Rites – New Religions for a Godless World’


Poll after poll demonstrates declines in religious observance in the United States today, especially in the Millennial age cohort. Some faiths and denominations are declining more quickly than others, with a few holding steady. Are people ceasing to believe any higher powers, or is something else at work? Tara Isabella Burton examines this issue in her new book, Strange Rites – New Religions for a Godless World, just out within the last week. Ms. Burton makes the argument that while adherence to traditionally recognized faiths (particularly Christianity) has declined precipitously, human beings still have a need to believe that the world is “enchanted” and human beings still need the community that shared rituals can offer. So even as adherence to particular faiths is declining, new religions are emerging to fill spiritual longings. Ms. Burton terms this the “Fourth Great Awakening.”

However, these new spiritual practices are at once radically different from anything that gone before, and yet radically American in their forms and ethos. They are also radically self-centered. Her basic thesis is this: the internet provides access to information on practically anything imaginable, and quickly connects like-minded people over any niche interest, allowing us to pick and choose our friends beyond the limited physical circles we have been limited to in the past, but this also allows us to concentrate ourselves, our interests, and our desires, creating a world of information and practice uniquely tuned to ourselves. In short, we can each pick and choose our own practices, rituals, and relationships, creating “remixed” faiths, and it is the “Remixed” whose worlds Ms. Burton illuminates.

This book is, in large part, about charlatans. It’s about capitalism and corporations and the new cutthroat Silicon Valley of spirituality. It’s about people who want to sell us meaning, brand our purpose, custom-product community, tailor-make rituals, and commodify our very humanity. It’s about how the Internet and consumer capitalism alike have produced experientially satiating substitutes – many, though not all of them, poor – for well-developed ethical, moral, and metaphysical systems. It’s about the denatured selfishness of self-care, and the way in which “call-out-culture,” at its worst, serves as the psychic methadone, providing us with a brief and illusory hit of moral belonging…