I just got out of a Southeastern California Conference (SECC) of SDAs pastors’ meeting at the Campus Hill Church in Loma Linda, CA....and I have to say, since I’ve joined last year, I’ve realized that SECC has got to be one of the most progressive, supportive, and proactive conferences in the world of Adventism. 

 

However, what I heard today was frustrating and typical. 

 

 

But then he left the stage....and his message seemed to be forgotten.

 

A panel of “Adventist media experts” then ascended and began a lengthly conversation on how media was being done in various places of Adventism. It was all the same. The message received was: “Video-tape sermons or bible-studies” (and then try to get them broadcast on an Adventist satellite). There were 5 different panelists and they were all basically using the same medium and reaching the same target audience.

 

I don’t want to discourage what the panelists are accomplishing, because I’m sure there are many people being blessed by their efforts all over the world.

 

At the same time though, now more than ever, I’ve realized what a narrow view we have of what “media” means in the Adventist setting. Although the denomination has come a long way in recognizing the need for the church to embrace media (as evidenced by my job!), our idea of what that means has not fully developed. Almost exclusively, when Adventists hear the words “media” and “church” linked together, they think of getting our message out through the medium of video/TV. Shouldn’t “media” mean more than this in our church setting and Christian existence?

 

I believe what Phil Cooke was ultimately getting at today was that as Christians, not only will we be more successful in our mission to reach the unchurched when we adapt to the ever-changing means of communication in our culture, but are, in fact, obligated to do so in order to have any credit with the people we are seeking to serve. 

 

Throughout history we’ve seen the methods of communication and interaction change and evolve as society has. Culture today does not communicate how it did even 15-20 years ago. And to have any credible place in people’s lives, we must engage in their world and speak their language. 

 

I’m sure there have been many books written on specific ways the church can engage the culture around it, and I don’t intend to write one today, but I’ve just thought of a couple things that the church has not understood to date....

 

First of all, increasing numbers of people today are not talking to each other face to face. They are texting, emailing, Myspacing, Instant messaging, or at worst (gasp), talking on the cell phone. They must always have their phones with them, and check their email or Myspace 10 times a day. Many people reading this (including myself) probably fall in this category. There is less and less real face-to-face interaction with other humans. Although I believe this isn’t what God intended, to have any voice with people, this is the type media we must engage in...

 

Second, people today receive messages through a filter. They are so trained by TV, movies, and music that they understand things in those terms. Preach a sermon to them, and they not get much out of it, but show them an impactful film and it may change their life. This is the type media we must engage in as well...

 

There are so many ways that media has changed our interactions and communication, and as I’m not an expert, I won’t approach it any further. All I know is that reaching and engaging our culture will not happen by simply creating videos of sermons or bible studies (and broadcasting them on channels that you can only get by buying a specific satellite dish!). There is definitely a need for them, and they are a great blessing, but it is not nearly enough. 

 

It won’t be until Adventists begin embracing and practicing “media” (in all its forms), not necessarily for its evangelistic value, but for its connecting value, that we will see the denomination truly realize the meaning of “media.”