Coercive Commercialism

I've just begun William T. Cavanaugh's book Being Consumed. He observes that Milton Friedman's definition of freedom as the absence of coercion has ironically led to coercive commercialism. It doesn't force anyone to buy, but it does surround and manipulate. "Consumers feel besieged by marketing and surveillance" (1).

The free market promises to make the individual his own god, determining good and evil for himself as a consumer. It promises to liberate man from definitions of right and wrong but it enslaves him to his appetites. It is guided by no definition of human nature and thus no position on what is good or bad for humans. Man is left without a telos or goal of human fulfillment to strive for. In this vacuum, man's will is at the mercy of the marketers. It is not even a battle. The will of the consumer helplessly acquiesces to the relentless onslaught of the marketers.

We need a positive definition of freedom. The classical and Christian view is that freedom is the ability to choose the Good. This means we need a definition of the Good to serve as a guide for human consumption. Where are we going to get that if not from Christianity? Don't we need Christianity to be honored again in the public square? To the extent that we still pay lip service to the common good aren't we living off of borrowed capital? The checks are starting to bounce and we are in trouble. We must return to font of living water as individuals, families, and a society. Lord help us!