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Briefly identify the artifact that you have selected for your final paper and describe your argument about that artifact.
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Minimalism as a Quasi-Religion
American life focuses largely on attaining more things to bring happiness and status.
Everywhere, advertisements tell us that we are not good enough with what we have, but need
more. More beauty products, clothes, technology, home décor, and just about everything else, is
the pursuit of both the young and old. Yet, some people reject this way of life. Matt D’Avella in
Minimalism: A Documentary About the Important Things offers a different way of living in the
world. He makes the case for adopting Minimalist values and beliefs. Ultimately, his film serves
as an evangelizing agent for the quasi-religious lifestyle of Minimalism. First, I will discuss the
artifact itself, then, the relevant research about Minimalism. Next, I will demonstrate how the
film functions as an evangelistic agent for the quasi-religion of Minimalism by inviting viewers
into a meaningful life, a conversion process, and using moralistic arguments. Finally, I will
consider possible implications for society.
The Artifact: “Minimalism: A Documentary About the Important Things”
D’Avella’s Minimalism: A Documentary About the Important Things documents the
stories of Minimalists from different walks of life. Ryan Nicodemus and Joshua Fields Milburn,
the founders and authors of various books, a publishing company, and website, are the central
figures whose stories are told throughout the film. Both were raised in Ohio in poor families. As
adults in their late twenties, both were highly successful in the corporate world, but lacked
meaning and happiness. They kept pursuing fulfilment in the next promotion and or gadget, but
never reached a point of satisfaction. After losing his mother to cancer, and his marriage,
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Milburn began to reconsider his priorities. He soon left his stable job. Nicodemus worked at the
same company and saw the changes in Milburn, his close friend, as he begins to practice
Minimalism. When Nicodemus was laid off from his six-figure job, he felt relieved. Both he and
Milburn set off the process of minimalizing the things they owned and maximizing their life.
The two soon embarked on a journey to encourage others to embrace this lifestyle. They
created the www.theminimalists.com website in 2010 to share their experience and message
(minimalists.com). They published their first book in 2011: Minimalism: Live a Meaningful Life
(assymentrical.co). In 2012, they started their own publishing company, along with friend and
writer Colin Wright (“Minimalist start” 2013). The same year, Millburn, separate from his work
as one of the Minimalists, published a fiction book, As a Decade Fades (assymetrical.co).
Milburn and Nicodemus then published their second joint book in 2014, Everything That
Remains (assymetrical.co). With the goal of spreading their message further, and selling their
book, they set off on tour around the country. This tour evolved into the 78-minute documentary,
Minimalism: A Documentary About the Important Things, released on May 24th, 2016. The film
was distributed by Gathr Films, shown in 80 theatres, and earned a domestic gross income of
$261,865 (www.boxofficemojo.com). Its current rating on IMDB is 6.7/10 (www.imdb.com). It
was directed by Matt D’Avella and produced by Millburn, Nicodemus, and D’Avella (Millburn
et al. & D’Avella, 2016). As the documentary was being worked on, they published their third
book, Essential: Essays by the Minimalists in 2015 (assymetrical.co). The Minimalists have
regularly toured since 2011 to promote their works and their message
(www.theminimalists.com).
D’Avella released the film at a fitting time in American culture. In 1983, marketing
companies spent 100 million on advertising to children (Lagorio, 2007, para.1). In 2006, a few
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years before the Minimalist’s movement began, they spent 17 billion (Lagoria, 2007, para.1).
Advertisements are found almost everywhere, and they are effective. In 2008, a few years before
their first book release, the housing market crashed with rippling effects throughout the
economy. Americans could still feel the sting of it when The Minimalists saw an opportunity to
break into the status quo with a radically different perspective of living. It arose as an antidote to
the desire for always having more, which the film blames as the cause of the market crash.
Around the same time, the Tiny House movement was also gaining traction (“Very Little
House,” 2009). Multiple documentaries were released in the years surrounding Minimalism: A
Documentary About the Important Things. More recently, Marie Kondo’s Method for tidying up
has gained tremendous traction. She published a book, now has her own TV show, and has been
featured on various TV shows, radio shows, and newspapers (konmarie.com). The rise of the
Tiny House, Tidying Up, and Minimalist Movement demonstrates the nation’s desire for an
alternative way of life that addresses the issues of over-consumption. While the Minimalist’s
books collectively cover the what, why, and how of their philosophy (theminimalists.com), the
film covers them all and more. The music and imagery strengthen their persuasive appeal. The
viewer gets the Minimalists views and lifestyle in one sitting, and the Minimalists have a more
emotionally compelling presentation through the film.
D’Avella allows viewers to hear the Minimalist’s stories. It shows how they live, what
they do on tour, and what their personalities are like. Over and over the Minimalists tell their
fans “I’m a hugger,” as they turn down a handshake and lean in for an embrace (Millburn et a. &
D’Avella, 2016). They joke around and reveal what they wear and how they pack. Millburn
wears his one pair of jeans, grabs one jacket, and packs a few other items for his ten-month tour.
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These insights provide a practical guide to Minimalism, in addition to hearing a compelling life
story.
D’Avella also included a diverse set of personal stories from other individuals in the
documentary. In addition to the Minimalist’s, he shared stories from parents, full-time travelers,
a psychologist, a tiny house builder, and much more. Many are authors who connect with the
Minimalist’s message. Dan Harris, Tammy Strobel, and Patrick Rhone are among a few.
Academics like Sam Harris, Rick Hanson, and Juliet Scher support the movement from a
neurological, psychological, sociological, and economical perspective. Architects, entrepreneurs,
designers, a compulsive-hoarding expert, and former Wall Street Broker contribute their
viewpoints as well. Dan Harris, author and former newscaster, shares how his pursuit of success
and material items led to self-medication that resulted in a panic attack on live television.
Minimalism and meditation became an antidote for the cause of his anxiety. Courtney Carver
was diagnosed with Multiple Sclerosis. She first tried to prove that she was okay by working
harder, but only struggled more as a result. She realized that she was so consumed in work and in
objects that she could hardly connect with herself or her family. Her devastating health news
opened her eyes to her own over-consumption which added to her stress and distraction. She
went on to found Project 33, a decluttering challenge. Interviewees range from those who have
reached, or almost reached, the pinnacle of stereotypical success, to those who simply found that
their life became more about consuming than living. They are people who have made significant
changes in their lives and want to change others. Many of them express their desire for a more
sustainable and affordable lifestyle, but all of them are fighting for a more meaningful one.
Various phrases demonstrate and defend the concepts of Minimalism throughout the
documentary. Jacqueline Smidt, an illustrator and designer, expresses how “not being completely
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prepared for every moment of life helps you engage with your community” (Millburn et al. &
D’Avella, 2016). She was pregnant and needed a dress for a special event. Instead of going out
and buying a new one, she asked some friends if she could use one of theirs. She demonstrates
how Minimalism can help build community. For those who may struggle to get rid of excess
items because they may need them someday, she shows them that not always being prepared is
part of the gift of Minimalism. A clip of Jimmy Carter’s “A Crisis of Confidence Speech” is
shown, saying “too many of us tend to worship self-indulgence and consumption. Human
identity is no longer defined by what one does, but by what one owns…owning things and
consuming things does not satisfy our longing for meaning” (Millburn et al. & D’Avella, 2016).
His address is given with conviction and passion, which increases its effectiveness. It directly
coincides with the philosophy of Minimalism, and so supports their views. Further, it
demonstrates that over-consumption is such an issue that it is worthy of Presidential
consideration and has been an issue growing for years. Meaningful phrases like this are regularly
spoken in the documentary.
The non-linguistic elements of the film strengthen and demonstrate the Minimalist’s
arguments. As the initial interviewees are speaking, the film shows scenes from crowded city
streets. People are glued to their phone, coming in and out of shopping stores, and locked into the
minutia. Advertisements are everywhere, brand names are on everything, and the scene is hectic.
It shows clips of mobs of shoppers stomping over each other, even choking each other, just to get
to an object. Somber music plays in the background. The music and images add to the linguistic
elements to demonstrate how materialism looks and feels. When the conversation takes a turn to
the life of a Minimalist, the music either stops or becomes livelier. The scenes switch from the
cluttered busy life of the city to the calm and simplistic life of the minimalists. Sometimes this
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switch is to the room the interviewee is. Other times it is their home or their city. The contrast
between two lifestyles are not only heard linguistically, but through the music and imagery.
Relevant Research
While Millburn and Nicodemus’ celebrity arose within the last eight years, the
Minimalist movement has roots dated much further back. It is often referred to as Voluntary
Simplicity or Simple Living in research. Minimalism is the new name for an older philosophy.
Throughout this paper, I will refer to it as Minimalism. Many religions advocate Minimalism,
and Henry David Thoreau mused over Minimalism (Zavestoski, 2002, p.150). But, Minimalism
as a lifestyle was not formally discussed until 1936 (Boujbel, 2012, p. 488). According to
Walther and Sandlin, the lifestyle is largely adopted by those who were raised with frugal or
thrifty parents (2013, p.41). They in turn pass this lifestyle onto their children, but still normally
face push-back from children or other family and society members (Walther & Sandlin, 2013, p.
41). Other scholars have noted the importance of pre-existing values as precursors to adopting a
Minimalistic lifestyle. Chang found that people with self-transcendent values are more likely to
adopt Minimalism than those with self-enhancement values (2018, p. 4). Self-transcendent
people are concerned with future consequence and the welfare of others, and self-enhancement
people are concerned with personal achievement and are open to change (Chang, 2018, p. 3).
Zavestoski found that Minimalism is sought out by individuals who found self-esteem and
efficacy in consumption, but cannot find authenticity in it (2002, p.155). Minimalism becomes
an antidote for a deeper need that cannot be satisfied through material consumption. Chowdhury
presents intrinsic religiosity which “represents the true spirit/core values of religion,” and
extrinsic religiosity which “is religion used for self-focused utilitarian purposes” (2018, p.154).
He found that intrinsic religiosity has a positive correlation with a Minimalist lifestyle.
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Originally, Minimalism had a strong spiritual emphasis, but over time began focusing a
bit more on environmental and social factors as prominent concerns of the movement (Boujbel,
2012, p.488). Now, the spiritual elements are not as explicitly emphasized as it once was, but
religious undertones still appear. At times, explicit spiritual behaviors are advocated for, such as
meditation. Some religious groups have even dedicated time to teaching Minimalism as a part of
their religious philosophy and lifestyle (Chowdhury, 2018, p.154). According to Chowdhury, it
has been found that there are three types of simplifiers: “downshifters, strong simplifiers, and the
simple living movement” (2018, p.151). Downshifters may avoid certain times of luxury
purchases, strong simplifiers may leave a high-paying job for one that gives them more free time,
and the simple living movement adherents are motivated philosophically, are anti-consumerist,
and often influenced by religion. For simple livers, motivations come from desire for meaning,
spiritual growth, connection to nature, a less stressful life, and from concern for the environment
and society (Chowdhury, 2018, p.151). For the most dedicated Minimalists, the spiritual element
remains. Kahl studies how those practicing voluntary simplicity because of religious motivation
use ideology and emotions to support their views. She claims that they “use ‘moral repertoires’
to create a voluntary simplicity identity” (Kahl, 2012, p. 251). For these Minimalists, spirituality
preceded and inspired Minimalism.
Minimalism does appear to bring the satisfaction and financial benefits it promises.
Boujbel and D’Astrous found that “life satisfaction scale [was] significantly higher among
[voluntary] simplifiers than among non-simplifiers” (2012, p. 491). Contrary to what advertising
wants us to believe, having less stuff has led to more life-satisfaction. Perhaps the financial
effects of Minimalism lend to this shift. Nepomuceno found that those who believe material
items will bring happiness have greater debt, and those who live Minimalistic lives have less
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debt (2014, p.658). His study also found that those who practice Minimalism have more money
in their bank accounts than those who do not (2014, p.658). Spending habits are affected by
Minimalism in a way that prevents debt and leads to greater financial freedom.
Function as a Quasi-Religious Evangelistic Agent
D’Avella’s film functions as an evangelistic agent for the quasi-religion of Minimalism.
Minimalism does not have the rich history, stories, text, or depth of philosophy that the major
world religions do. In this way, it is not comparable to religion. But it does advocate for the
adoption of a philosophy that changes the way one lives and interacts with the world.
Additionally, it originally emphasized spirituality as a core element of the philosophy (Boujbel &
D’Astrous, 2012, p.487). This correlation still exists even though it is not as readily put forward.
Chowdhury distinguishes between intrinsic religiosity which “represents the true spirit/core
values of religion,” and extrinsic religiosity which “is religion used for self-focused utilitarian
purposes” (2018, p.154). Chowdhury’s research discovered that intrinsic religiosity is related to
Minimalism, but extrinsic religion is not (2018, p.154). Millburn ends the film by admonishing
viewers to “love people and use things, because the opposite never works” (Millburn et al. &
D’Avella, 2016). Because it recommends placing people above material possessions, the
Minimalism movement is reflective of many religions. D’Avella specifically functions as an
evangelistic agent for a quasi-religion because he 1) invites viewers to live a more meaningful
life, 2) encourages viewers to engage in a conversion process, and 3) uses moralistic arguments.
Meaningful Life
The documentary invites viewers to enter into a more meaningful life than what overconsumption can offer. This quasi-religious element replicates the search for meaning that is
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characteristic of religion. The testimonies and a few images demonstrate this correlation
throughout the film.
Interviewees give testimonies of how their lives were empty, stressful, and rapidly
declining, until they encountered Minimalism. Through Minimalism, their lives took a turn for
the better. Courtney Carver’s health issues opened her eyes to what she had sacrificed in her
pursuit of success, which is expressed through what one owns. When she began minimalizing her
life, she became less stressed, and felt like she was more in touch with herself and her family.
D’Avella claims that with Minimalism, “there is no manipulation, you can just be genuine”
(Millburn et al. & D’Avella, 2016). This echoes the need for authenticity than people fail to find
through consumption (Zavestoski, 2002, p.155). Minimalism takes off the mask of status and
happiness to just reveal what is real, and it is in the real that meaning is found. Leo Babauta,
author of Zen Habits, states that people buy material goods to fulfill a void, but that their hunger
is never satisfied. He sees Minimalism as a way to “say no to the madness” of over-consumption
(Millburn et al. & D’Avella, 2016). These testimonies serve to evangelize for the meaning that
Minimalism will bring. Millburn’s shares his own story of wishing he had spent more time with
his mother before she passed away. The stories contrast the emptiness of chasing money and
success with the meaningfulness that family and authenticity can provide. Former Wall-Street
broker A.J. Leon shares how receiving the promotion of his dreams brought him to tears. He
realized he was trapped in the pursuit of money and was not living the life he had intended. At
that pivotal moment, Leon traded his job to live a life that was truly his, and that mattered. These
intimate stories are shared over and over throughout the documentary, with a very clear function.
They testify that they once were lost in the chase of money, but now are found in the meaningful
life of Minimalism. Like the testimony of a religious convert, the personal story pulls upon the
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soul of the viewer and draws them in. Their arguments are fortified by professional testimonies,
like psychologist Rick Hanson. Hanson shares that while people think they want stuff, what they
really want is meaning. It works by contrasting things with meaning, like a religion might
contrast secularism with meaning. While the interviewees are on a screen, the sense of intimacy
that the documentary attempts to create through storytelling works like an evangelistic
testimony.
While the testimonies are the most important pull toward meaning, certain scenes
visually demonstrate the effect of Minimalism. D’Avella shows Millburn and Nicodemus
hugging attendees of their book tour, as well as groups of Minimalists laughing and spending
time together. Minimalist families are seen spending time cooking, walking, and playing sports
together. These scenes compliment the testimonies and demonstrate their message. It evangelizes
the meaningfulness of Minimalism both linguistically and visually.
Conversion Process
D’Avella evangelizes for a conversion process like that of a religious conversion. Rituals
like baptism symbolize the death and rebirth, or purification, of an individual. It expresses that
the old life is over, and the new has begun. To become a Minimalist, one must be reborn. The
excessive consumer, the success-driven soul, and the rushed spirit must be left behind.
Chowdhury discovered that there are varying levels of devotion to Minimalism which manifests
in different degrees of conversion processes (2018, p.151). But, some degree of conversion is
necessary. Tammy Strobel shares how she and her husband donated about 90% of their
belongings and moved into a Tiny House. Adopting Minimalism meant changing the way they
lived almost entirely. Various architects discuss how a living space should be converted to
represent the principles of Minimalism. Colin Wright, an entrepreneur and full-time traveler,
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shares footage of him combing through his belongings to rid himself of all excess. Images of
Wright shredding old magazines and throwing away old belongings visually represent the
conversion process. When discussing over-consumption, busy streets with shoppers,
advertisements, and dumpsites are shown. D’Avella then switches scenes to serene Tiny Houses
or neat living rooms. On a larger scale, the contrasting imagery of the average life and the
Minimalist life also represents what to convert from and what to covert to.
One cannot become a Minimalist without a personal conversion process. Chowdhury
found that some religious groups even teach Minimalism as a part of their religious lifestyle
(Chowdhury, 2018, p.154). While Millburn states that they are “not trying to convert, but share a
recipe,” the overall message of the documentary encourages conversion (Millburn et al. &
D’Avella, 2016). Like most religions, conversion is a product of personal choice, and is more
likely for those who were raised in the tradition or faith. The Minimalist lifestyle is largely
adopted by those who were raised with frugal or thrifty parents (Walther & Sandlin, 2013, p.41).
These converts raise their children in the lifestyle, but still normally face opposition from
children or other family and society members (Walther & Sandlin, 2013, p. 41). This opposition
arises from its values that challenge popular culture, the same way many religion’s values are
challenged. Millburn and Nicodemus’ book tour consists of them traveling the country, speaking
about their philosophy, and encouraging their audiences to try out their lifestyle. While their
meetings do not have to energy of a revival service, they are fighting for their message. Their
heart as evangelizers wanting to convert is seen as well. Millburn says, “It’s great that the
message is spreading,” and Nicodemus believes “LA could use this message” (Millburn et al. &
D’Avella, 2016). While they may claim that Minimalism “is not a radical lifestyle,” it does call
for a quasi-religious conversion process (Millburn et al. & D’Avella, 2016).
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Moralistic Arguments
D’Avella evangelizes for Minimalism on moral grounds. This quasi-religious function is
like many of the great religions. The good moral choice is partly blended with what is
meaningful throughout the film but is distinct enough to note. Minimalism is represented as
being of good character and pro-environmental. This is seen through the images shown and the
linguistic elements of the documentary. The opening scene shows videos of mobs of people
rushing into stores, stomping over one another. They push and grab each other, simply to reach a
certain product first. At the same time, Dan Harris says “we spend so much time on the hunt”
(Millburn et al. & D’Avella, 2016). The aggressive behavior shown, and Harris’ use of preypredator language shows the animalistic and immoral side of humanity. Juliet Scher, economist
and sociologist, claims that since America has begun buying cheap products from China, we
have not been paying the true cost of labor or goods (Millburn et al. & D’Avella, 2016). This
extends the consumers immorality to a global scale. Her concern for the future environment and
for the global community disclose her self-transcendent moral values, which Chang found
encourage people to adopt Minimalism (2018, p.4).
Other stories demonstrate the immorality of consumerism in more personal and
emotional terms. Joshua Becker, author of Clutter-Free with Kids speaks on the degradation of
family and relationships when saying, “I don’t know what three words are more common in
American homes today: “I love you,” or “I want that” (Millburn et al. & D’Avella, 2016). Becker
shows that our culture of consumption is even corrupting our children, who are concerned more
with things than with people. Images of toy stores packed with every object imaginable are
shown, as well as advertisements of cheap and problematic products targeted at children.
Millburn and Nicodemus admit their own moral shortcomings as excessive consumers. Millburn
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shares how his obsession with work and success took away from his time with his mother before
she passed away. Nicodemus admits that his conscious was poked when he realized he was
training others how to sell cellphones to 5-year-olds. These stories and images collectively
construct an immoral situation that is the result of excessive consumerism. It speaks to the
conscious of the viewers, much like a religious message might. And, it portrays Minimalism as
the way to transcend it. In religious groups that explicitly practice Minimalism, Kahl noted that
they “use ‘moral repertoires’ to create a voluntary simplicity [Minimalistic] identity” (2012,
p.251). The same moral repertoires are evident throughout the documentary, which demonstrates
its quasi-religious functions.
Minimalism as pro-environmental is portrayed as being a moral alternative to the
immoral degradation of the planet. Images of massive dumpsites are shown. Shannon
Whitehead, a sustainable apparel consultant, discusses the darker side of the fashion industry.
She states that some fashion companies have been caught ripping apart clothes that did not sell to
prevent it from being used. This keeps consumers focused on the next style, rather than having
access to the old. She also discusses the change from 2-4 fashion seasons in the 60’s, to 54
seasons in 2016. Various architects discuss how the average size of a home has almost doubled.
Over-consumption demands excess resources, which strains the planets supplies. The
documentary draws a direct link between consumer choices and unsustainability and is presented
as being an issue of morality.
Implications and Conclusion
D’Avella’s film functions as an evangelistic agent for the quasi-religion of Minimalism
by promising a more meaningful life, encouraging a conversion process, and using moralistic
arguments. The testimonies and non-linguistic elements are the agent through which the message
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can spread. There are two lessons to be learned through this analysis. First, the quasi-religious
elements of the documentary do not make empty promises. Those who practice Minimalism do
in fact have higher ratings of life satisfaction than those who do not practice it (Boujbel and
D’Astrous, 2012, p.491). While some may dismiss Minimalism after seeing a relationship to
religion, they would be overlooking something valuable. Each person could benefit by reflecting
upon their own relationship with consumption, and how that affects the quality of their life and
those around them. Second, the quasi-religious function of the Minimalism movement should
cause one to consider the quasi-religious functions of other movements. Quasi-religious elements
are effective because they touch on some of the innermost aspects of being. Naturally, many
movements will use these techniques to their advantage, whether their movement be valid, good,
or neither. Evangelizing for a quasi-religion may be positive, or it may be negative. Identifying
how a movement, advertisement, or philosophy functions, as well as what, if any, truth or
goodness lies behind the technique, is a vital part of wise and mindful living.
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