It’s that time of year again: the time when the press runs stories about how loony councils are stealing Christmas. Evidently, it’s political correctness gone mad. Every year you have to start your Christmas rant earlier to beat the rush, and so I discover that the Bishop of Lichfield kicked off the annual they’re stealing our Christmas season more than a month ago.
Religion looks like it is on the way out here, but tell it to the Pagans: they will tell you that no one gets to keep the Winter holiday for ever, you just get to mind it for a while until someone takes it by rebranding it as their own celebration.
The classic scare story is that Birmingham tried to rebrand Christmas as Winterval so that non-Christians wouldn’t get upset. Then there’s Luminos in Luton, for example, which regularly gets remembered as the council’s attempt to take the Christ out of Christmas.
Let’s get this straight: the stories are dangerous rubbish.
Winterval’s a pretty silly name, but you try and find something catchy to call the Winter Solstice, Christmas, Hannukah, Diwali, Eid, and all the other festivals at this time of year. Not to mention, for example, the Pagan holiday called Yule.
Our quaint British War on Christmas worries is small beer compared to what’s going on in the weird mind of Bill O’Reilly at Fox News in the US, where such happenings are part of secular progressive agenda that includes legalization of narcotics, euthanasia, abortion at will, gay marriage.
That’s one hell of an office party.
If you want to find out who is doing the rebranding, loony councils and crazy teachers are an easy target. But I’ve noticed a charming phrase that’s popping up in news stories and even more in press releases: it appears December is becoming Gifting Season. I can’t find a mention of the phrase before the mid-1980s, and around two thirds of all the mentions of Gifting Season I could find in the press have occurred since 2006. It’s really the only phrase that conveys the profound and committed consumerism of:
The Container Store™ Thinks Outside the Box with the Selection of CashStar’s Online Gift Cards, or
Carphone Warehouse’s 21 new mobile phones.
The Gifting Season may be shallow and cynical, but it is also a profound and spiritual phrase for the marketing communications enthusiasts among us, because you get to have it both ways: on the surface it promotes the spirit of giving, but it has never been used without some mention of how you should spend your money.
But you won’t find irate Gifting Season articles in the press this year. In this economy newspapers and networks know better than to turn their fake outrage on the greatest Seasonal Gift of all: the gift of advertising.