The fish is perfect, so the ad says, for Lent. Maybe not as perfect as a sinless Savior dying in our place to restore us to God, but they say it is perfect for something. So what is Lent and why am I being sold stuff for it?
Lent
Lent, by definition, is the 40-day period prior to Easter observed by giving up a personal indulgence in acknowledgment of the 40 days Jesus spent in the desert enduring temptations. This period is a solemn time of repentance of sins, almsgiving and self-denial leading up to the Easter Passion.
Buy more stuff
So what does this time of prayer and fasting have to do with fish? To be fair, the rationale is that one can give up meat for Lent and replace it with… well, meat (fish). Such an extreme self-discipline and self-denial obviously needs corporate sponsorship.
Altruistic manufacturers sell fish, albeit the same fish sold outside Lent, but with a new sticker. In addition, while I am deeply moved that these manufacturers be concerned with my repentance of sins and Jesus’ walk towards his propitious death I remain a little skeptical as to how a Christian festival became a tool to sell me stuff.
What next, Stations of the Cross sponsored by Nike’s walking shoes (“perfect for walking The Stations”) or Maccas’ resurrection Happy Meal?
This is an example of the way our culture takes something with meaning and dilutes it with commercialism. It keeps the framework but removes the core.
Indulgences
On the other hand, as a consumer do I actually buy Lent fish with the hope of eternal rewards, like a modern day indulgence? That is, if I buy this product will it count towards meeting a standard or show my righteousness? Should I feel comforted that buying packaged fish draws me closer to Christ?
In the end, I didn’t buy the fish. Not because of commercialism or that I saw it as an indulgence, but because I did not need fish that week. Lent is about reflecting on Jesus’ journey towards the cross. If giving up meat, Xbox, personal hygiene, or sarcasm helps you do this then go for it.
However, don’t let buying stuff get in the way of this relationship. The death and resurrection of Jesus is the climax of history. It restores relationships, changes lives and brings a peace that transcends understanding.
Nothing else compares, not even fish.
Jeremy Dover is a former sports scientist and Pastor
Jeremy Dover's previous articles may be viewed at https://www.pressserviceinternational.org/jeremy-dover1.html
And
https://www.pressserviceinternational.org/jeremy-dover.html
Jeremy Dover is a former sports scientist and Pastor
Jeremy Dover's previous articles may be viewed at https://www.pressserviceinternational.org/jeremy-dover1.html
And https://www.pressserviceinternational.org/jeremy-dover.html