Why It’s Time To Get a Grip on Your Theology
And how to do it
Shrink it and pink it!
This has been a common strategy in marketing campaigns geared towards women over the years. It has backfired on a number of occasions, most notably in Bic’s pink and purple pens “for her” which were 70% more expensive than their non-gendered pens. The pink and purple pens elicited many snarky reviews, even eliciting jokes from Ellen Degeneres (“Can you believe this? We’ve been using man pens all this time!”)
“Shrink it and pink it” has been applied to laptops, toolboxes, lighters, guns, and even beer.* And recently I wondered: Has it also been applied to the Christian publishing industry?
Faith in a consumerist culture
Kristin Kobes Du Mez claims in her book Jesus and John Wayne:
“The products Christians consume shape the faith they inhabit.”
When I read that, I stopped. I saw in my mind’s eye a parade of hundreds of products aimed at Christian women: devotionals in pretty packaging, books and Bible studies in full color with fancy lettering, Christian magazines with modern graphics, Scripture cards, prayer journals, mugs, sweatshirts, jewelry, marriage programs, parenting programs, homeschooling materials.
