There is a new movement afoot to help the church find its voice. But what is this field of Communications we're all being touched by? It's challenging to explain because it is so intangible. And because the church is now trying to redefine itself from the world's perspective, its communication is rapidly modified through experimentation. Corporations have become quite adept at the elusive art of marketing. The church? Not so much.
That's strange though, because current marketing is as adept at tapping into the ethereal as the physical, which is just what the church is about. In fact, the marketing tactics in the world have, to a very large extent, simply been co-opted from church. It's not science. Or new age. It's a desperate new materialism. As people have their minds placated with shinier, fancier trinkets, either their souls are lulled to sleep, or the only thing they can taste is their dissatisfaction.
How many times recently have you seen a product sold on its specifications? Um, none. Well maybe mention is made of "time-release this" or "micro-whatever that" (microscrubbers?). But in advertising, invocations are made to a feeling, an experience, or something equally indefinable. This is true of everything from the most abstract services (think financial advising) to the most concrete products (like, for example, concrete). People are approaching exhaustion what with the myriad of complicated emotional appeals being made. "Buy our vacuum-cleaner and you will feel empowered." "Some of our gasoline profits fund eco-friendly fuel development, so you can feel good about your SUV's 15mpg." "Our body wash will make you feel like this naked supermodel doing her best otter imitation." It's all about the association of experience, and very little to do with reality. And the message and the medium are appropriately connected.
Virtual reality is a pretty much passe term already. That's because we're so steeped in it, it needs no further reference or definition. It's not just the internet, though it has connected many of communication technologies. ("For more, check out the site...") And technology has democratised communication. $3,000 worth of video tools can achieve over 90% of the production value of the studio execs who wear $3,000 wristwatches. Music recording and production have seen similar changes. Then of course the web is the perfect all-in-one promotion-to-distribution channel, and it's pennies per glass. (Interesting to note that its costs continue to tailspin even as travel costs skyrocket. It's a stick and carrot for virtual experience.)
But as people find themselves increasingly crammed full with the intangible, the elusive and the abstract, their souls become ever hungrier for truth. Thus the church finds itself in a unique space. It has always been ambidextrous in the deeply real and transcendantly intangible, therefore the world's quest should find no greater fulfillment. Our challenge is to be eloquent where the world is fluent, and in its language to continually proclaim our eternal hope.
Labels: criticism