John is pointing to a baptism greater than his and to a person greater than him. Jesus asks John to baptise him in order to “fulfil all righteousness” and thus show forth his continuity with the tradition in which John stands. But more happens. When the heavens open, the Spirit descends and Jesus is announced as the “beloved one”, a new tradition is born, and humanity’s relationship with God is changed forever.
In the first reading, Isaiah speaks of a servant in whom God is pleased, upon whom God’s spirit rests, through whom God’s work of justice is brought to completion. This servant image is fulfilled in Jesus who is announced in the gospel as the “beloved Son”.
The economy identifies us as consumers, and our purpose in life is to buy. The entertainment industry identifies us as spectators and our role is to “tune in.” Baptism identifies us as God’s beloved children, and our calling is to remain faithful to our identity and act in accord with our new relationship with God.