[rating:5.0]
(Grand Rapids: Zondervan, 2005)
176 pgs
Although this book is slightly dated (2005) its insights and observations of the impact of the media on our message is almost overwhelming. In fact, for those of us who have repeated the mantra “the media may change, but the message stays the same” will likely never repeat that message again after reading this book. Shane Hipps’ writing style is incredibly informative and incredibly engaging, almost spell-binding as he unravels the realities of media, both old and new, on culture and on the church. From the inception of our alphabet, to telegraph, photographs, TV and the internet, Hipps portrays a compelling argument for taking a second look at the outcomes media is having on how we do church. Not only do) his observations and conclusions impact how we DO church, but they inform on what church has become and where it needs to make course corrections.
For those of us who wholeheartedly embrace every new innovation of modern technology and thrust it into our ministry, this book will help us take a sobering second look at purposes and outcomes of adding new media innovations in our ministry. Drawing heavily from Marshal McLuhan (60’s media guru) much of Hipp’s observations and critiques are dead on for the church today. In particular are the four questions that McLuhan proposed when evaluating any particular media, which he proposes is an extension of one of our human senses: 1. What does this media enhance? 2. What does it reverse (look like in the extreme)? 3. What is it making obsolete? 4) What does it retrieve (or is it based upon from the past)? He gives the example of surveillance cameras. They enhance our vision; taken to the extreme they subvert our own personal privacy and promote feelings of vulnerability; they retrieve the medieval city wall which protects and imprisons citizens; and make obsolete neighborhood watch groups and oral testimony. These questions apply to the media of print, websites, graphic designs, even preaching.
What Hipps clearly suggests is that new may not necessarily be better when it comes to the church. There are always certain things that are sacrificed when the media changes that we may or may not even notice. For example, our online classes, video projected preachers, and emails are counterproductive to building community and instead promote isolation and individualism – the opposite of what a church goal should be. We think they are more “efficient” but instead they are undermining what the church is for. We may choose to send an email to a church member saying, “I am praying for you” because it is efficient and expedient, but what they need is a phone call and a prayer, or even better, a visit from a friend who will pray for them.
He further suggests that we consider again McLaren’s assertion that the media is the message when it comes to presenting the Gospel. Simply put, you cannot separate the message from the media, and the media actually changes the message. Even the “Gospel” changes depending on where it is presented. In South America the Gospel focuses on freedom from oppression. In North America the Gospel is about repentance and freedom from sin. In Asia it is about the power one has in Christ. It is presented in each place according to the cultural needs of the society. But there are certain limitations media has when presenting the message of the Gospel, and the media can seriously limit the message as well.
The end of the book is less compelling, but still thought provoking as the author seeks to apply some of these concepts to the church. I can say my thinking has been profoundly changed regarding media since reading this book, and I whole-heartedly recommend it to anyone who loves asking “why are we doing this?” instead of blindly jumping on the latest bandwagon.
by Tom Blackaby