CHRISTMAS HAS BEEN REBRANDED

If Christmas didn’t exist, we’d need to invent it.
It’s no coincidence that the feast lies at the darkest part of the year, literally ‘in the bleak mid-winter’. A time when we need something to look forward to, a pick-me-up. Pre-Christian society understood this, with their ‘Yuletide’ winter solstice celebrations, which were neatly ‘re skinned’ (using a modern parlance) by early Christianity with the familiar Bethlehem-based narrative. The story changed, but the heart of the feast remained the same – communities coming together to celebrate, during the bleakest of seasons.

The mid-winter oasis of the ‘festive season’ was, for generations, the exclusive territory of religion. But things change, meaning evolves and time moves on. We know, of course, that the ‘holidays’ so movingly crooned of in the Cola commercial are a contraction of the Christian ‘holy days’. Yet the word no longer has an ecclesiastical connotation. The same might be said of ‘Christmas’ itself – an abbreviation of ‘Christ’s Mass’, which (I feel) wouldn’t be the primary definition for most. Like ‘holiday’, the word has new common meaning: a festive period of goodwill and joviality. There are new myths and traditions too, with John Lewis and Coca Cola at the heart of these, here in this country.

I wish those who choose to celebrate the religious during this festive time well. They do not, however, have a monopoly on ‘the true meaning of Christmas’.

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