Abstract
This essay argues that an accent on resistance pervasive in current literature on consumer culture and religion drives a narrow application of Michel de Certeau's distinction between strategies and tactics. This paradigmatic appropriation of Certeau's work uses his notion of tactics to describe a mode of Christian resistance that can persist even without overthrowing the strategic grid of consumer culture. Situating quotidian tactics within the wider body of his work, I argue that they are not, for Certeau, primarily signs of resistance, but signs of absence: living realities that pulse within and against systems of strategies that can never quite contain them. I propose reading tactics through a hermeneutic of absence to open a space for a theological account of consumer culture that takes seriously the irreducibility of our experiences, even those in and through the distortions of the contemporary market.
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