Heath and Potter defines a ‘rebel sell’ as a “sale of commodities and myths which identify and define our culture. To work it must be supported by rules and consequences.” (323) “Counterculture acts upset those who define and monitor the culture’s behavior. Some counterculture behaviors are seen as being deviance where others see it as dissent. The author state there is a difference between the two. Deviant is an intentional disregard of the rules for self-purposes, whereas, dissent is the disregard of the rules for the better good – making a change in the rules. ” (73) Heath & Potter identified “Theodore Roszak as the one who introduced the term counterculture. He believes the traditional leftist parties, communist, and trade unionist were the stooges of technocracy.” (31)
America in 2017 is experiencing both acts of deviance and dissent. Some people in America are protesting the rules that are being changed by the current political regime and those who support the current political regime sees the protest as being un-American. I remember in years past under the second Bush presidency if you were not in agreement with him regarding the policies outlined in the name of terrorism, you were a terrorist. In fact, they consider themselves as the right-wing. Politicians focus on the needs, desires, or fears of the people and prepare their platform to fit their political and personal needs. They have marketing techniques to determine the needs of the people, and the people will vote for the one they believe conforms to their views and beliefs.
The authors discussed the views of Marx’s that the “middle class was a victim of illusion and that he referred to it as commodity fetishism.” (20) He stated that “The workers needed to be radicalize before they could be organized.” (21) The women’s march on Washington after the Presidential Inauguration was birthed from radical women opposed to the President’s views on women rights. A consumer can be easily manipulated into believing that they need this particular item to be considered in a specific class or believing that this price is a good deal. These same tactics are used by sellers when pricing items. Place a nine at the end of the price and this will convince the people to think they are saving money. Another tactic was 3 for $10 or 10 for $10; the buyer thinks they have to purchase that number to get the deal. Some advertise sexual visuals to buy their product to convince you that you will attract the opposite sex.
“Heath and Potter argue that ‘the counterculture,’ in all its attempts to be subversive, has done nothing more than creating new segments of the market, and thus ends up feeding the very monster of consumerism and conformity it hopes to destroy. ”  The authors addressed the idea that conformity drives consumerism. They state that young consumers may purchase items just to fit in and be like everyone else. As the person matures, their purchases may be based on the distinction. (103) People want to be different, better than, unique, etc. from others.
Churches have that similar need to be distinct. Televangelist’s method of collecting donations through offering or selling of miracle items, transforming books, or idol jewelry is a commodity fetish, Make a donation of a set amount or above and you can receive these items. It is often believed that Churches want to win souls or is it, members? Their modification or expansion of its’ worship services to Saturdays, as well as, Sundays morning, noon, and night to meet the needs of the people thereby increasing membership and hopefully finance. Social Media has increased attendance in worship. If you are not able to attend physically or just don’t want to be a part of the corporate fellowship, you can visit or view the service on the internet, Facebook, or television for your viewing pleasure. There is a convenient button to click to send your offering. The church has become a church of convenience or is it one that is ministering to the people’s needs. This method of reaching out is not a negative commodity, but the church must be sure of its purpose in providing such a service.
Each church denomination believes their views are more in line with Christ or they are the true religion. The church leaders believe their denomination and worship style will move you to a closer relationship with God. They offer many programs that will provide for your needs and encourage you to participate. Some religions have conformity in their worship service. One example is the Communion, “Lord’s Supper.” Some denominations uniformly serve the communion in the same manner. Some denominations believe their method of serving is closer to God’s way and the effect that it has on one’s relationship with Christ bringing them closer to Christ. As church leaders, we conform to the way we dress when serving in our denominational church. Rather than conforming to the traditions of denominations wouldn’t it be great being a rebel for Christ’s legacy?
Some Churches even adopt some of the traditions or rituals of other denominations. The Baptist, Methodist, Church of God In Christ, and others have joined in on the traditional Usher’s march. The African American Churches would have Usher day and invite other Ushers from other churches to participate. Then the highlight of the service is the march of the Ushers, Nurses, Choirs, and more. Seeing the competition among the different church ushers as they marched down the aisle and around the church to a rocking gospel song. Here is a sample view: