To my mind there is no way to conceive of God in a Christian sense without conceiving of ourselves as servants. ‘Even the Son of Man came not to be served, but to serve, and to give his life as a ransom for many.’

Since Kant, ‘individuals’ want ‘autonomy’, self-lordship. Since Nietzsche, we want this in a secular, humanistic sense. With the collapse of the biblical over-arching metanarrative, the modernist has to invent for themselves their own identities and eschatologies. This is exhausting, leading to nihilism – an absence of traditions and criteria upon which to build a concept of self or one’s purpose or telos, generating a sense of emptiness or option paralysis. Corporate self-interested bodies are more than happy to supply the needed content – product consumer-driven fashion-based notions of well-being and identity, herding people into homogenized norms of consumption upon which they then define themselves. Seeing this as freedom, people are really often slaves to multinationals and other powerful corporate bodies, and are perpetually weary and busy therein following the blue-prints of socially constructed virtual realities determined by peer-group pressure and media conditioning. Films like ‘The Joneses’ make this point well.

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