Objecting to the Obvious Reality

As I was taking a momentary break from another late, late night studying theological French for my competency exam, I hoped on Twitter. While scrolling through my timeline I saw a tweet from the venerable Michael Frost that quoted the title of a recent Fast Company piece: “In 20 Years, We’re All Going to Realize This Apple Ad is Nuts” written by Mark Wilson.

Wilson’s article is pointing out a recent commercial from the techno-cultural guru’s in Cupertino, California. Here it is:

The ad is startling and should provoke a broader conversation. However, the ad is also honest in capturing the encounter and experience so many of us are having with our mobile and computing devices. (As a disclaimer: I use the full array of Apple products for my work from iPhone, iPad, and MacBook Air…I like them.)

The opening lines, as Wilson points out in his piece, are compelling: “This is it. This is what matters. The experience of a product.”

The images in the ad, shown during Apple’s WWDC a couple of weeks ago, then show people, students, children, and adults engaging with their devices while disengaging from those around them. The experience of the device is the ultimate engagement for them.

Now, there are certainly people that will speak more profoundly about the socio-cultural implications of the ad. My point here is this: Apple is, in an almost mind-numbing display of honesty, stating the growing reality. We are moving from engaging with each other to engaging with devices.

More and more people are preferring electronic community over physical community. They are enjoying their shows or programs digitally and neglecting the communal aspect. How easy is it to load in a movie as you hope on your next plane ride and disappear from reality for the next two hours. As we grow more technologically rich we are becoming increasingly marginalized.

This trend has been growing for some time and it is most evident in tools like Facebook, Twitter, and other “social” media services. Individuals seem more open to discuss and engage in a virtual medium rather than in person.

For our churches the growth of mediums of marginalization, be they ecampuses or even certain forms of multi-sites, where a pastor is unknown to the people he ministers the Gospel to should give us pause. While internet campuses might provide an effective platform to keep families and individuals away for a week connected, we should be challenging those who rely on them week in and week out that there is no replacement for authentic community and Christian hospitality. Both of which are marks of New Testament ministry.

It is ecclesiologically challenging to think that electronic mediums could replace physical proximity.

Yet the challenge of encouraging and embracing physical community continues to grow. Groups numbers are dwindling across the board as is the frequency of attendance from week to week. No longer is a “connected” family or person seen as one who shows up nearly 4 times a month. Yet our call to make disciples still persists.

If we consider the cost of making true disciples the necessity of physical proximity becomes the primary focus initially. When one was following a rabbi at the turn of the first century, they were expected to be in the immediate presence of that leader. Though our technological advantages allow for continued disciple-making across large geographical differences, there is still the need of being personally and physically present with the one who is doing the disciple-making.

Ultimately, we must consider this: Apple’s ad is simply stating the obvious reality…growing personal disconnect. As followers of Christ, who hope to grow true disciples, perhaps our first, and most, counter-cultural step is to call believers into physical, personal, regular community sans electronic devices.