Modern Philosophy of Media in Church
by Anthony D. Coppedge, CTS
WHAT DO I BELIEVE ABOUT THE USE OF MEDIA?
What is �Media�, then, in churches? It�s the same thing you�ll see everyday. Print, Video, Film, Pictures, Multimedia (DVD�s, CD-ROM�s), Websites, Signage (Billboards, Digital signs), Radio and TV.
Different Media augments and supports various communication forms that churches use everyday. To not use Media is like only preaching every third word in a sermon � too much good information is missing.
The �build it and they will come� attitude of many churches does not work. Putting up a church and waiting for people to arrive will not work in today�s world. Amazingly enough, there are many churches out there that recognize that fact but do not care. They would rather �feel comfortable� with themselves and blame the inactivity of their church on others. We all need to be �uncomfortable� in the pew, knowing that the work is not done, that there is an urgency to share Christ with others. Thousands and thousands around the world will die each day without knowing Him. That should make everyone feel uncomfortable and willing to use whatever means necessary to reach as many as possible.
Media, therefore, is never the message. It is an undeniable need for churches to utilize the appropriate media for their target demographic in support of the overall message of the Cross.
So, the answer to the question "What can the church do to reach the unchurched?" is that it should start with a personal invitation and Christ-like behavior for our friends/peers. However, in addition to using the personal touch, churches must learn to communicate to the unchurched in a language they understand.
In fact, this is a Biblical principle; Jesus used the main communication of his day - the spoken word - and the most appropriate message-retentive format of his day - parables (stories) - to get His message across.
Today, there is no doubt that media is the universal language of the world that transcends all dialects and all cultures.
Yes, he lived it out for all to see - but he didn't limit his ministry to reaching the lost by only talking one-on-one or living a life of example. Part of Jesus' marketing strategy (he had a message he wanted others to listen to and act upon) was using the media of his day.
In terms of technology, Jesus was brilliant. He used the water as a sounding board to reach people who were seated on hills that made up a natural ampitheatre. No electricity, but a PA system nonetheless.
The methods of communicating were different, but the same principles can be applied today. Our culture isn't too excited about sitting on a hillside near a lake to listen to a guy on a boat. But they sure will listen to a guy who's on a big screen in a theatre-style auditorium supported by top-notch music. They may not get the message the first time - but by using the communication tools that our culture relates to, they will come back again and again, and God will use each time to touch their hearts.
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