Big Four Tech

I’ve read in “Wanting: The Power of Mimetic Desire in Everyday Life” (2021) by Luke Burgis, something quite troubling, and perhaps true:

There has been spiritual stagnation.  The world has become demystified, disenchanted…While some religious leaders become embroiled in petty politics and culture wars, millions of people entrusted their thick desires more readily to Google’s search box than to priests or rabbis, or monks  

Google is always there, at all hours of the day, offering at least the appearance of anonymity, non-judgement, and intelligent answers…each of the Big Four tech companies taps into a deep-seated need in humanity.  Google is like a deity that answers our questions (read: prayers); Facebook satisfies our need for love and belonging; Amazon fulfills the need for security, allowing us instantaneous access to goods in abundance (the company was there for us during COVID-19) to ensure our survival; and Apple appeals to our sex drive and the associated need for status, signaling one’s attractiveness as a mate by associating with a brand that is innovative, forward-thinking, and costly to own.  In many ways, the Big Four tech companies are serving people’s needs better than churches do (my emphasis).

Most of what we desire is mimetic or imitative, not intrinsic, according to social scientists Rene Girard.  He concluded humans desire – through imitation – to want the same things other people want, just as they learn how to speak the same language and play by the same cultural rules.  Burgis elaborated by concluding that understanding mimetic desire is the key to understanding, at a deeply human level, business, politics, economics, sports, art, and even love. 

Well, well.  If what Girard and Burgis say is true – and it is compelling – then priests’ challenges are immense.  They (and we) must contend with the Big Four who have many competitive advantages for mending and/or tending to our souls.  If the Big Four are serving our needs better than churches do, then this conversation should be foremost in the minds of those planning for and using the results of the upcoming Synod.  

It might be argued that currently Google, Facebook, Amazon, and Apple are the ones doing the listening, learning, and then manipulating us to their great financial advantage.  If so, then they are winning the cultural wars, and the Church’s influence will continue to wane.  In a bit of irony, I've used (you too) Google to find CTK's website for this posting.  Perhaps this is a chink in the Big Four's armor.  If so, unfortunately, it's a very small chink.

Deacon David Pierce