TECHNOLOGIZING OF THE WORD - FLIGHT, FIGHT OR BEFRIEND?
Michael Quicke
C.W.Koller Professor of Preaching and Communication
Northern Baptist Theological Seminary
Lombard, Illinois
Much traditional biblical preaching seems vulnerable within the contemporary culture shift from modernity to post-modernity. In particular, communication changes from literacy to secondary orality, (identified in the seminal work of McLuhan, Ong, Babin) pose significant questions. Flight is unrealistic, some fight is necessary, but judicious befriending offers a positive way forward.
Much traditional expository preaching attempts to march to the same regular
beat in the twenty-first century as it did in the twentieth. Its high
view of Scripture demands that preachers be faithful as they exegete the
ancient text in its original setting and then give contemporary exposition
to the listeners. Increasingly, however, irregular rhythms are being heard.
The electronics revolution has not only made impact on worship styles
but has raised subversive questions for preaching. For example, in The
Spectacle of Worship in a Wired World, Tex Sample argues that the
convergence of image, beat and visualization require new ways of worship.
Yet he devotes only two pages to preaching and in his detailed example
of electronic worship the sermon is ten minutes long
most of
the sermon, about six minutes, will be given over to a story(1998,
117). Len Wilson in The Wired Church contends that as the sermon
mutated from story telling to exegesis in the mass-print age, so now it
must mutate again for the electronic. Although ministry in the age
of the printed word was largely individual, ministry in the electronic
age is like a television studio operating with a number of specialists
(1999, 74) This means giving up control of the most powerful icon
of a pastors leadership, the pulpit (41).
Beneath these disturbing and sometimes strident claims there lie a range
of issues about culture and communication which deserve attention.
Culture and paradigm shifts
Unsurprisingly, many recent preaching textbooks make reference to culture
and the need to understand and relate the gospel to it, as in Chappell
(1994, 169-170). Most of us are all too well aware of how we live in changing
times. We often use culture to describe what the New Testament
calls the world, but there are at least three dangers to which
we should be alerted. We may be too narrow in definition, too naïve
in our hopes and, especially as preachers, too unclear in our understanding
about the impact of communication shifts within culture change.
The word culture may be used in many contexts, sometimes very local, to characterize attitudes and behavior. H. Richard Niebuhr in Christ and Culture argued that culture should be regarded as a wide concept, indeed it should be as inclusive as the term civilization. It comprises language, habits, ideas, beliefs, customs, social organization, inherited artifacts, technical processes and values (1951, 32). He outlined five models to describe how Church may relate to culture. Recently, Jimmy Long in his book Generating Hope has re-presented these in simplified form as contemporary options in the United States (1997, 19-35).
| Christ of Culture | Assimilating Church | in the world/of the world |
| Christ and Culture in Paradox | Protecting Church | not of the world/not in the world |
| Christ Above Culture | Unchanging Church | not in the world/oblivious to the world |
| Christ Against Culture | Battling Church | in the world and over the world |
| Christ the Transformer of Culture | Influencing Church | in the world/not of the world |
He commends the last option. We can take the road of influence,
being prophetic in the culture and providing hope for Generation X and
the coming postmodern generation (34).
However, in widening the definition of culture and in making optimistic
observations about the churchs relationship within it, there is
a further danger of naivety. Too easily it can be presumed that the church
itself can escape acculturation. Stanley Hauerwas and William Willimon
in Resident Aliens gave a provocative warning about Niebuhrs
book. We have come to believe that few books have been a greater
hindrance to an accurate assessment of our situation than Christ and
Culture
Niebuhr failed to describe the various historical or
contemporary options for the church. He merely justified what was already
there a church that had ceased to ask the right questions as it
went about congratulating itself for transforming the world, not noticing,
that in fact the world had tamed the church (1989,40-41). Further
strident warnings come from The Gospel and Culture movement, associated
with Lesslie Newbigin, who urged that Western culture should be seen for
what it is. It is not a secular society, it is a pagan society and
its paganism having been born out of the rejection of Christianity, is
far more resistant to the gospel than (the) pre-Christian paganism
(1986, 20). Western culture now needs a missionary movement. The traditional
church is in much greater peril than it realizes.
A third danger for preachers is the lack of clarity about how culture
and communication are bound together in massive transition at the beginning
of the twenty-first century. It has become fashionable to describe culture
changes as paradigm shifts. Paradigms are like lenses
through which we see the world and develop world views. The missiologist
David Bosch used paradigms in order to understand how mission was interpreted
and carried out in different Christian eras. Building on earlier work
by Hans Kung, Bosch developed six paradigms of Christian mission (1966).
A recent tracing of the history of the Western church by Robert Webber has focused on five eras, each with one or more distinctive ideas through which the Christian faith has been interpreted. He sees the value of paradigm thinking in its ability to understand the past contextually, its appreciation for the variety and diversity of the great models of the past and its usefulness to provide us with an intelligent way to deal with times of transition We need to identify the core elements which do not change in order to carry forward what has been true of the church from its past(1999, 16-17).
|
Ancient
|
Medieval
|
Reformation
|
Modern
|
Postmodern
|
| Mystery | Institutional | Word | Reason | Mystery |
| Community | Systematic | Community | ||
| Symbol | Analytical | Symbol | ||
| Verbal Individualistic |
Table A. Paradigms of Church History (Webber 1999, 34)
Notice that as the central ideas of each paradigm have changed through
these eras of Christian history, the characteristics of the most recent
culture shift of post-modernism actually parallel those of the early church.
We shall need to return and consider this striking similarity.
Modernity and post modernity
Preaching today is caught in a vortex of swirling change as modernity
appears to be supplanted by so-called post modernity. Modernity was birthed
by the Renaissance and within it human reason was to reign supreme, crowned
in Enlightenment culture. Over the last two hundred and fifty years western
culture with its self-confident rationality was able to question ideologies.
Human progress was seen to be the inevitable outcome of asking the right
questions and finding the right answers. The patron of modernity Descartes
formulated its creed: I think therefore I am. This enlightenment
thinking had a reassuring, overarching sense of rational coherence. People
looked for a set of principles by which to understand the world. With
optimism they saw science and technology as instruments of reason and
progress. The church had an automatic position in society since it too
had a set of principles by which to understand the world.
At some time in the recent past with its first stirrings visible in the
1960s, (some see the fall of the Berlin Wall as symbolic), a dismantling
of modernist culture appears to have begun. Postmodern is a makeshift
word we use until we have decided what to name the baby (Anderson
1995, 2). The reassuring overarching set of truths seems to be collapsing.
Instead of one big story the claim is that anything
can be true for anyone - truth is what you make it. There is suspicion
towards authoritative answers and absolute truths with a new creed : I
feel, therefore I am. This post modern approach to life is hungry
for experience, is always concerned about how people feel and whether
something works. In the context of modernity the church had to deal with
the notion that Christianity is not true. Now in the relativism
of post-modernism the attack focuses differently Christians
are claiming to have the only truth.
However dispassionately we may describe these changing eras, there seems
to be an ominously fast build-up of pressures. Leonard Sweet has graphically
likened them to a massive tidal wave a flood tide of a revolution
is cutting its swath across our world and is gathering prodigious momentum
(1999, 17). Different generations are caught in its currents -Boomers
(born 1927-1945), Baby Boomers (1946-64), Generation X (1965-1981) and
Millennials born since 1981. Boomers, identified with modernity, are often
in current church leadership with their emphasis on rationality and excellence.
Generation X is a hinge generation born into modernity yet
overwhelmed by post-modernity and it tends to be much more experiential,
interactive and pragmatic in outlook. It tends to stress issues of relevance,
genuineness and authenticity. For Millennials there has been no other
experience except that of post-modernity and this generation presents
a new dynamic which Howe and Strauss view optimistically in The Millennials:
the next great generation (2000).
Underneath, powering this tsunami, is a radical philosophical shift which
is especially focused on how we understand language and meaning. If the
Enlightenment project summed up modernism, then deconstructionism
is centerpiece to post modernity. Associated with Jacques Derrida in 1970's
this is a destructive theory about language and the phenomenon of understanding
itself which claims that words have no objective content. The only reality
words have is what they create is in our minds as we use them. So, deconstructionists
can argue that God can have no existence independent of language. Words
express opinions each of which has equal validity.
How we understand and use language is critically bound up with culture,
and though there are philosophical complexities and humankind itself has
a multimedia character, Schultz is right to claim that in
every area of life, the human word drives culture (2000, 41).
Communication shifts
Inextricably caught up within culture change are paradigm shifts in communication.
It is generally agreed that there are three main eras of communication
in the history of the world with only two periods of transition caused
first by the invention of the alphabet and printing, and second by the
advent of electronics. Today we are living through only the second major
transition in the entire story of communication which accompanies the
paradigm shift from modernity to post-modernity. When Marshal McLuhan
declared that the medium is the message he argued that society
has always been shaped more by the nature of the media by which people
communicate than by the content of the communication itself (1964). Our
senses and ways of thinking are profoundly affected, even reconstructed,
by the media. McLuhan described the three stages of human communication
as: first, the pre-literate tribal stage of hearing and speaking;
then the invention of the alphabet culminating in the Gutenberg printing
revolution of the fifteenth century when reading and seeing moved communication
from the tribal context to the individual. Thirdly, has come the
electronic stage in which there has been a retribalising as the
spoken word has been eclipsed by the visual - the age of the image.
In Orality and Literacy; The Technologizing of the Word Walter
Ong called these three eras Primary Orality, Literacy, and Secondary Orality.
(This paper draws its title from this book.) Primary orality, describes
those who were totally unfamiliar with writing. Its words had distinctive
psychodynamics as sounds from within a persons interior
consciousness. Sounded words were events. Hence, the Hebrew word
dabar means both word and event. For communication to be effective the
process of recall was essential with a need to think memorable thoughts.
All kinds of techniques were required such as mnemonics, rhythms, repetitions,
formulae, and the stitching together of stories. Because words
were sounds the ear was primary. Orality meant aurality.
The invention of writing initiated literacy as the second period of communication.
Ong claimed that more than any other single invention writing has
transformed human consciousness. Writing actually restructured consciousness.
Whereas oral speech welled up out of the unconsciousness, writing led
to artificial context free language. The invention of writing was
itself a technology which in turn gave birth to the technologies of printing
and electronics. Writing has become so indispensable it is hard to imagine
how profound was its first impact on the ways that human beings think
and express themselves. Words became precise things which
could be recorded in indexes, dictionaries and other lists. Science became
possible through exact verbalization. For literacy it was the eye that
was primary instead of the ear.
The third period of communication was in its infancy when Ong wrote his
book. Less than three pages are given to the electronics revolution which
he famously called secondary orality. However, his analysis
was acute. The electronic transformation of verbal expression has
both deepened the commitment of the word to space initiated by writing
and intensified by print and has brought consciousness to a new age of
secondary orality. Comparing secondary orality with primary orality
Ong stressed that secondary orality is both remarkably like and
remarkably unlike primary orality (135).
Like primary orality, secondary orality has generated a strong group sense, for listening to spoken words forms hearers into a group, a true audience, just as reading written or printed texts turns individuals in on themselves. But secondary orality generates a sense for groups immeasurably larger than those of primary oral culture McLuhans global village .. we are group minded self-consciously and programmatically (136).
There are many implications for preachers in this seminal work. In particular,
I will focus briefly on three authors who have developed Ongs work
with regard to religious communication. Such brevity inevitably runs the
risk of over simplifying their distinctions and missing their nuances
and each authors contribution deserves detailed reflection.
Pierre Babin in The New Era in Religious Communication analyses
how faith has been communicated differently through these three eras and
offers some general observations. He is particularly interested in the
ways in which contemporary young people learn within the context of worship.
Babin contends that within an oral culture faith is communicated by a
process of immersion which involves memorization by symbolic
procedures and dramatic presentation of images. This he calls right
brain communication. By contrast, faith in the age of print media
communicates by the printed catechesis of doctrines with a left
brain cerebral form of faith. However, in the age of electronic
media both right brain and left brain are stimulated
by audiovisual media and data-processing information. This he calls stereo
communication which involves heart and feelings as well as intellect
and reason. Electronic media make impact primarily through modulations
and vibrations. Our imaginary and affective framework is determined
by audiovisual language. He therefore contrasts conceptual language
of enlightenment communication (modernity and print), with symbolic language
of post-enlightenment communication (post modernity and electronics).
Richard Jensen in Telling the Story and Thinking in Story;
Preaching in a post literate age relates the ideas of McLuhan, Ong
and Babin directly to types of preaching. He claims that the invention
of printing led to Gutenberg homiletics which predisposes
a didactic form of homiletics. The linear message of print helped to create
a linear approach to the task of proclamation (1993,7). Traditional
preaching, which he terms didactic preaching, exactly fitted communication
styles for the literacy era. Its linear progressions of thought were structured
in space, propositional in content and analytical in style. Such preaching
is thinking in ideas. Preaching becomes the task of translating
eye information (that which is in the book) into ear information
passing
along the true and essential doctrines and information.
He finds such preaching is inevitably in trouble in the post-literate
era which he dates from 1985 when more videocassettes were rented
from video stores than books were checkcd out of libraries. I am
seriously proposing a kind of paradigm shift for preachers shaped by the
literate worlds approach to preaching(10). This shift requires
new thought processes of story thinking which harnesses key
qualities of the earlier primary orality before printing. For Jensen,
preachers today have to go back to the future as they relate
thinking in story to the post-literate electronic context.
Sermons need to stitch stories together with features such
as repetition and metaphors of participation. They should
be situational rather than propositional. Interestingly this is echoed
in the claims of Webber for an ancient future faith.
Tex Sample in The Spectacle of Worship in a Wired World focuses
on electronic culture and its practices. Electronic culture
is a better term than post literate culture because there
is actually more print today than ever before courtesy of the internet.
However, it is an electronic literacy. Following the claims
of McLuhan and Ong about media reconstructing lives he distinguishes
three practices which converge characteristically in the electronic era.
They are images, sound as beat and visualization.
Images have what he calls a rich particularity
which have opened up new ways of engaging with the world. Sound
as beat has encoded all generations since 1945, and
visualization is particularly associated with the screen and
relates powerfully to sound. Sample rejects the thesis that this amounts
to a return to primary orality. Electronic culture is not simply
some reprise of orality(1998,49). Rather, by powerful integration
of image, beat and visualization there is a new multi-sensory culture.
He uses the practices of spectacle with its multi-sensory
soul music and dance to emphasize how meaning is conveyed
through experience in the electronic context with its practices of convergence,
bonding and commitment. (106)
Combining some features from these analyses I have summarized the three communication eras and some of their distinctive features for preachers in diagrammatic form. Here, starkly, the dangers of over simplification are obvious. Transitions are much more complex than any chart can capture. For example, long after the onset of literacy, people continued to read out loud in order to hear the words. Others question how much secondary orality is to be regarded as a separate era, since it expands literacy through the far more extensive electronic literacy. Yet Table B does identify major communication shifts which raise very important issues for traditional expository preaching.
|
Primary Orality Before writing, but affecting majority of population before print. |
Literacy Phonetic alphabet. Invention of print (1450's) |
Secondary Orality Existent since 1985. Electronic revolution. |
| ORAL/AURAL way of thinking | LITERATE way of thinking | NEW WAYS of thinking |
| EAR - thought relates to sound | EYE - thought relates to sight, space | EAR and EYE - space and time |
| MONO - right brain | MONO - left brain | STEREO - right & left brain - image, beat and visualization |
| STORY - memorable, mnemonics, rhythms, repetitions, 'stiching together' | IDEAS - conceptual, abstract, analytical, explanation, linear, one-way | STORY & IDEAS - symbolic, image, experiential, modulation, participation, intuitive, wholistic, two way |
| LANGUAGE - mobile, warm, personally interactive | LANGUAGE - may be inhuman, passive, unresponsive | LANGAUGE - new self - consciously informal style |
| COMMUNITY - group minded because no alternative | INDIVIDUALITY - private world of print | COMMUNITY - self-conscious 'global village' - spectacle |
Table B. Some characteristics of the three eras of communication
Flight, fight or befriend?
How is traditional expository preaching going to respond
to the challenge of these culture and communication shifts? From
a communications perspective
we live in the period of the greatest
change since the formation of the church( Boomershine in his foreword
to Jenson 1993, 13). Some preachers believe that they can avoid the issue.
For the present they have well-established congregations with biblical
literacy and high expectations of traditional preaching. As we shall see
shortly, during this time of cultural transition traditional preaching
will continue to thrive in many places, but this must not blind us to
the overall reality of a declining church which is failing to communicate
with younger generations.
Some have taken a hostile stance, especially against the
obvious dangers of accommodating the Word of God to culture. Though Biblical
preaching needs to engage relevantly with culture it must always be safeguarded
as a unique form of communication. It is sui generis its words
are grounded distinctively in the Word of God and delivered through the
work of the Holy Spirit. Henderson in Culture Shift underlines
the danger of compromising the word with his model of accommodation where
concern for audience eclipses concern for message (1998, 25-30). In its
desire to engage culture relevantly, preaching can flirt dangerously with
spiritual irrelevancy whenever it does not begin with God and His word.
There is also the danger of embracing style without an adequate biblical
theology. Allen and Bartholomew raise justifiable questions about how
preachers can become so intent on their own cleverness that style
supersedes substance (2000, viii).
If flight is unrealistic and some fight is necessary, how
best can we respond? I suggest some judicious befriending. Preachers always
live in the two worlds of Scripture and contemporary context and we cannot
preach as though the electronic age has not dawned. Those who are committed
to expository preaching need to be realistic and positive within these
new opportunities.
1. A realism about the role of culture.
We should be wary about how large a role in preaching we
cede to culture. Jensen overstates its role with his thesis that preaching
is shaped by the communications culture of its time(1993, 22). He
commends polymorphic preaching as preaching of the future
which involves simultaneous massaging of both eye and ear (141). It is
wise to adopt a less extreme position which makes enough room for culture
to have a significant role. Incarnational theology means God becoming
flesh and joining the indigenous practices of the culture of Jesus
time (Sample 105). This enfleshing is not God joining in mans
story, but rather, Incarnation is disclosure that the world is part
of Gods story (106). When the church fails to take human culture
seriously it fails to incarnate its message and mission seriously.
Post modernity should be seen as offering fresh mission
opportunities for preaching. The rationality of the Enlightenment gave
Christian apologetics a secure place but it also subdued intuitive and
spiritual dimensions of experience. Webber writes of the dead end
street of modernity, which proudly thinks the human is autonomous and
the individual mind is the final arbiter of truth (1999, 34). In
Newbigins withering analysis of modernitys impact on Christianity
he cogently argued how it has privatized Christian faith out of the arena
of public truth (1986). Haeurwas and Willimon cheer on the freedom that
the church has now been given in post-modernity. They give a graphic metaphor
for the change in world views by retelling the episode about one Sunday
evening in 1963 in Greenville, South Carolina. Members of the Methodist
youth group slipped out of church when the Fox Theater opened. The world
served notice that it would no longer be a prop for the church
The
Fox Theater went head to head with the church over who would provide the
world view for the young
that night (it) won the opening skirmish
(1989, 15-16).
Electronic culture has many critics but we need to be open
to its opportunities. Famously Postman decried the TV age in Amusing
Ourselves to Death but he greatly overstated his argument (see Sample
1998, 23-24). Sample makes a good case that the common criticism leveled
at electronic culture that it does not lead to commitment and bonding
is decidedly wrong and arrogant (74,75). Rather, new ways
of bonding and commitment have emerged through image, beat and visualization.
The challenges which come from, for example Babins modulations
and immersion in affective worship or from Troeger and the
role of imagination in the preaching task( 1991) require a considered
response. Issues like the place of preaching within the holistic experience
of worship press upon us in the electronic context. Those who have already
encountered the paradox of Millennials combining loud worship music with
intense listening to the preacher, know just how much significant change
is taking place.
2. A realism about living in transition.
Though the precise details of Table B are open to debate,
it is undisputable that we are all caught up in the reality of culture
and communication transition. Whether we like it or not we live in times
of critical change. At any time of transition there are inevitable insecurities
and tensions. Old and new coexist uneasily. Defensiveness becomes as easy
a response as does the temptation to swallow simple solutions.
We must resist defensiveness. Much of the current conflict
between so-called old homiletic- propositional preaching-
and new homiletic re-presentational preaching- is unproductive.
In practice these two ways of preaching will continue to operate alongside
each other and need to learn from each other during this transition. In
a plea for other voices at the homiletical table Rose rightly
sees traditional theory as a major voice because many of its central
claims remain dominant and normative in other understandings of preaching
(1997, 33). The newer approaches to preaching are exciting and imaginative,
but they do not yet have a proven record of being able to encourage the
biblical literacy and theological depth necessary to sustain Christian
identity, community and mission (Allen and Bartholomew 1999, 11).
Even Jenson agrees that didactic preaching will not die completely
in a post-literate world because of three reasons: much of Scripture
is didactic in nature requiring the best teaching techniques, certain
audiences will always be at home in a literate environment and all people
do have times when they need teachable moments (57).
We must also resist simple solutions. There are some stimulating
patterns and connections within Table B and in its relationship to Table
A. In particular the similarities between primary orality and secondary
orality seem to hold promise, not least because of the oral context of
early Christian preaching. Yet, the electronic revolution seems to be
bringing entirely new possibilities. When Sample rejected the notion that
this is a reprise of orality he warned against finding easy
solutions. Wilson also criticizes the AV mentality which uses
electronic media as an add-on to illustrate old communication forms. There
should be a new way of thinking, thinking visually, which
leads to utilizing a combination of biblical exegesis and story
telling
it means the use of metaphors (1999, 39-41).
3. A challenge to do expository preaching for post moderns.
One of the unhappy consequences of conflict between old homiletic and new homiletic is that its key words exposition and story have become adversaries. Table A reveals the significant role that story takes in both primary and secondary orality. Of all people, expositors committed to expose Scripture should be aware of the power of narrative in Scripture which amounts to two-thirds of its text. There needs to be a renewed confidence in the message and dynamics of Biblical preaching with a wider definition of expository preaching. For example, Harold T. Bryson in Expository Preaching argues for an eclectic understanding of expository preaching drawn from the wide range of etymological, morphological and substantive definitions. He settles for the art of preaching a series of sermons, either consecutive or selective, from a Bible book(1995, 39). He claims that the message of preaching is far more important than the method of preaching the issue in a sermon is not how Gods truth is exposed but if Gods truth is exposed. Biblical truth in a sermon can be exposed either explicitly with a deductive approach or implicitly with an inductive approach. The manner does not matter but the message does (8, his italics). Expositors need to recognize that methods such as running a Bible story may indeed be expository preaching.
4. A mission urgency for young people.
We have already noted the concerns of Babin and Sample to
communicate with young people. It is no secret that those most influenced
by electronic culture participate in church at far lower levels than those
of previous generations (Sample, 1998, 15). The future life of the
church is at stake. Any church can determine whether or not it will
survive into the twenty-first century by estimating how many people are
involved in it between the ages of fifteen and thirty-two(Long,
1997,35). Few preachers in local church ministry can escape this challenge.
Wilsons two reasons why many preachers have a hard time in todays
transition make for uncomfortable reading. Most seminary preaching classes
are exercises in exegesis and analysis that often bypass a narrative
focus in electronic storytelling and cultural literacy. Also the
sermon is the core element of the worship service. However, the
way in which he outlines the future is highly problematic. Interpreting
the gospel to our culture does not mean an abandonment of the sermon as
a viable form. And the formation of this new wineskin will occur through
replication and adaptation of methodologies already in place in current
visual industries and in the arts (1998, 40-41).
The challenge of technologizing the word, and we could almost add a new word electronizing the word, presents traditional expository preaching with its greatest contemporary challenge.
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