I believe that creating culture has a lot to do with how we leverage media. Today, people can create, critique and converse with relatively few barriers due to new media such as Facebook, Twitter and blogs. The church finds its hope and direction in an ancient text circulated in oral civilizations. In ministry, it is important to maintain a balance of old and new media to communicate a story of salvation in a culturally relevant way. I figured this concept would make for a question for someone who just wrote a book about communication…
Me: How do church’s find a balance in utilizing new and old media in their presentation of the gospel?
Kem: This is a great question. Very timely and messy. A lot of people are looking for a black and white answer with the perfect formula, but this new media can’t be domesticated. It can only be channeled. We have moved past the industrial age through the information age to the interconnected age. In Branding Faith, Phil Cooke says “Yesterday it was about dumping the same message on the mass audience because they didn’t have much choice. Today, it’s about making a connection—the kind of connection that not only makes people hear what you have to say, but also makes them respond.”
New media is one way to make a connection. But, it can appear threatening at first, especially to any organization steeped in tradition like the church. One of my friends (who is a pastor) was initially outspoken against some of these new media outlets. He was skeptical and dismissive. But, he changed his opinion when he went and checked it out for himself. “Technology is a neutral medium. It only amplifies what is already inside of me, for good or for bad. Sometimes, I forgot the obvious. It’s easier to blame something outside of me versus face up to the internal realities.” Rob Wegner
It’s true that life change happens in relationships and this new human behavior is all about developing relational collateral online. It’s one of the most important issues facing ministries (and other organizations) today. If we don’t find a way to meet people in their online spaces, or at least learn about them, we end up becoming completely out of touch. So, instead of dumping the same message on the masses, what if we get back in touch with what people are connecting with and develop our approach from there?
Me: Love the thoughts so far. How does this look practically? What are some simple steps for ministry leaders?
Kem: Part of the church’s new role is to hang in the ‘balance’ to:
• offer spiritual affirmation, insight and direction via blogs, twitter, etc.
• watch others interact online (even if we’re not ready to interact there ourselves) to find ways to use our old media to answer the new questions people are asking.
• create less content and more conversations by giving people in the church a place to interact via texting, comments, Facebook, etc.
Me: Followup; pancakes or waffles?
Kem: PANCAKES
That’s quite a bit to chew on. So, what are your thoughts? Do you agree? Disagree? Should we worry about media? You can get a FREE copy of Kem’s book, which is full of communication insights by leaving a comment. One winner will be selected. Join the conversation.





