reaching out in a networked world excerpt

8/14/2019 Reaching Out In a Networked World Excerpt

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Adapted from

Reaching Out in a Networked World

Expressing Your Congregations Heart and Soul

by Lynne M. Baab

Published by Te Alban Institute


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Foreword v

| Contents

Foreword,Carol Howard Merritt v

Acknowledgments

Introducton 1

1|ParadgmShtsnCommuncaton: 9

APersonalJourney

2|MythsaboutIdentty,Values,andCommuncaton 29

3|CommuncatonorPostmodernPlgrms 47 4|Webstes:OurNewFrontPage 71

5|CommuncatngRghtNow:BlogsandE-mal 87

6|OnlneCommunty 109

7|TheGtsandPerlsoDesktopPublshng 123

8|TwoControversalTools: 141

MssonStatementsandProjectonScreens

9|CongregatonalCommuncatonToday 161

Appendes

A|HowtoConductaCommuncaton 175

AudtoaCongregaton

B|OneCongregatonsPlanor 179

RevampngItsWebste

C|ForFurtherReadng 181

Notes 185

v


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v ReachngOutnaNetworkedWorld


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Introducton 1

1

| Introduction

MYHUSBANDAND I RECENTLYMOVEDTOA

newcty.Beorewemoved,welookedatnumerouswebstesre-

latedtoournewcty,tryngtogetandeaowhatournewhome

wouldbelke.Weporedoverwebstesabouttourstactvtes,the

artscommunty,andthechurchesntown.Whenwearrved,we

hadasmalldeaothecharacterstcsoournewhometown.

Aterourarrval,wevstednumerouschurchesoveraperod

osmonths.Wewantedtomakeawsedecsonaboutwhere

wewouldputdownroots,andwealsohopedtogetasenseowhatwasgongonnthectyschurchesbeorewesettledntoone

congregaton.Wtheachcongregatonwevsted,wewereeagerto

dscoverthemostsgncantvaluesothecongregatonandwhat

actvtestheyconsderedtobecentraltowhotheywere.Wealso

wantedtohearabouttheprortesandpersonaltyothemnsters.

Whatwerethesecongregatonsandmnstersreallylke?

Oneothecongregatonshadaveryclearwebsteandwelcome

brochure,eplanngthatsocaljustceandmuscareocentralmportancetothemandthattheyplaceahghvalueontradtonal

churchmuscperormedwell.Thewebsteandbrochuredove-

taledwellwthoureperencewhenwevsted.

However,wthmostotheotherchurcheswevsted,nd-

ngoutwhatwewantedtoknowwasharderthanweepected.

Someothecongregatonsddnthaveawebsteorabrochure

orvstors.Manyothecongregatonsthatddhavewebstes

orbrochuresgavesomebascnormatonaboutactvtesbut


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Introducton 3

fecton.Andcongregatonsotenarearadonewtechnologes,

belevetheydonthavethemoneyorresourcestousethem,or

dontplaceaprortyonthem. Becauseothelackoeperencewthnewormsocommu-

ncaton,manycongregatonsthathavewebstesandbrochures

dontknowhowtopresentacoherentpctureowhotheyare

andwhattheycareabout.Thewebste,newsletter,andworshp

bulletn otenportrayderent pcturesothe central aspects

othecongregatonscharacter,andthosepcturesmayconfct

wththemessagethatscommuncatedbytheworshpservces

andmnstresothecongregaton.Congregatonsarecomposedodversepeoplewthavaretyoprortes,andthsdversty

needstobeepressed.However,eachcongregatonshouldhave

acentralocus,whchsotenlackngnthesmorgasbordocom-

muncatonoptonsnowavalable.

Asecondreasonwhycongregatonalvaluesanddenttyare

sgncantnourtmecomesromsocetalshts.Communteso

atharenolongercentraltothecommunalleotowns,ctes,or

ruralareas.Peoplenolongereelloyaltotherelgousnsttutons

otherchldhood.Inordertoprovdeacoherentandwelcomngnvtatontothewdercommunty,congregatonsmustbeclear

aboutwhattheyvalueandhowtheyactonthosevalues.Andn

ordertohelpcongregatonmembersgrowntherpartcpaton

ntheleoath,thecongregatonsleadersneedtobepersstent

nusngeverypossblemeansocommuncatonaboutthethngs

thatreallymattertothecongregaton.

Thsbookwlleplorethewaysdenttyandvaluesaree-

pressednavaretyowaysthroughdversemeansocommunca-ton.Inthsntroducton,Iwlladdresssomeessentaldentons

aboutdenttyandvaluesandprovdesomehstorcalbackground

aboutpeopleoathandthewaystheycommuncate.Theden-

tonsandhstorywllhelplaythegroundworkorthecentralssue

othsbook,theurgencyoconsderngandevaluatngtheway

newtechnologescanhelpcongregatonsconveytherdentty

andvaluestopeoplewthnandoutsdethecongregaton.


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4 ReachngOutnaNetworkedWorld

What Are Values? What Is Identity?

Acongregatonsvaluesaresmplywhattconsderstobempor-

tanttheprortes,prncples,andstandardsaroundwhchtcen-

terstsle.Whatsprtualpractcesarevaluednthscommunty?

Whataspectsoaleoathhasthscommuntydecdedtobe

ntentonalabout?Whatarethesourcesovtaltynthscongre-

gaton?Congregatonalvaluescomeromacongregatonsath

tradtonandalsoromavaretyosourcesbothpastandpresent.

Acongregatonsvaluesarerefectedntsplans,prortes,andbudgetwhattsetsouttodonresponsetotsvalues.

Acongregatonsvaluesrefectts dentty,theaspectsoa

congregatonscharacterthatarecentral,endurng,anddstnc-

tve.Acongregatonsdentty,mostsmply,swhatmakest

unque.1

Valuesanddenttycouldbedescrbedmetaphorcallyasa

congregatonsDNA,tsheartandsoul,ortsstory.Thesecentral

characterstcsoacongregatonaremanestedncongregatonal

lencountlessways,ntentonalandunntentonal.Theyarecommuncatedthroughwordsbutalsothroughmagesandac-

tons.Inaddton,congregatonallesullosymbols,rangng

romawelcomngnewlobbytotheelementsusedncommunon

servces,andthesesymbolscontrbutetothecommuncatono

thecongregatonsheartandsoul.

ThroughoutthsbookIwll talkaboutvaluesanddentty,

sometmesstressngone,sometmestheother.Iseevaluesand

denttyasntrcatelyrelated,butnotthesamethng.Thecon-ceptovaluesocusesonwhatthecongregatonemphaszesand

caresabout,whletheconceptodenttycentersonwhothe

congregatons,theaspectsothecongregatonscharacterthat

arecentral,endurng,anddstnctve.Valuesanddenttynfu-

enceandnormeachother,bothareepressednmultpleways

ncongregatons,andbothareessentaltoconsdernourtme.

Doestreallymatteracongregatongnoresthepossbltes

ortellngtsstoryusngnewcommuncatontechnologes?Isnt

tmoremportantsmplytogetonwththetaskobengacom-


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Introducton 5

muntyoath?Abrelookatthehstoryoengagementwth

communcatonssuesbypeopleoathwllhelpgveperspectve

onthesenewormsocommuncaton.

A Brief History

Throughouthstory,JewsandChrstanshaveusedavaretyo

meanstoconveythecentralaspectsotherath.Anovervewo

someothewaysourathtradtonshaveutlzedvarousormso

communcatonwllsetthegroundworkorurthereploraton. Judasmsbasednthehstoryoaspeccpeopleandna-

ton.Thereore,therecordnganddssemnatonothathstory

hasalwaysbeensgncant.TheHebrewBblewastranslated

ntoGreekbeorethebrthoJesussothatJewswhotraveledthe

RomanEmpreandspokeGreekcouldhaveaccesstothehstory

otherpeopleandtheoundatonotherathtradtonnther

ownlanguage.TheTalmud,Mshnah,andGemarawerewdely

copedandcrculatedbegnnngnthesecondcentury.

Chrstanshavealsobeenknownorusngthelatestcommu-ncatontechnologestospreadthegospelandtonurtureath.

Intheourthcentury,Augustneappledprncplesoclasscal

rhetorc,aseculardscplne,totheanalyssobblcaltetsand

preachng,andorthenetthousandyearssuchanalysswas

commonthroughoutEurope.Intheteenthcentury,theBble

wasoneotheearlestbookstobeprntedonthenewlynvented

prntngpress,andntheearlyyearsoprntng,Chrstansand

Jewsprntedsmplebookletsandsermons.Asprntngbecamemorecommonandsophstcated,arangeoChrstanandJew-

shmateralwasprnted,ncludngmagaznes,newspapers,and

booksonavaretyotopcsrelatedtossuesoath.Whenrado

andtelevsonwerentroduced,JewsandChrstansmmedately

sawtheopportuntytomakeuseothesetechnologes.

Therapd adopton o Internet-based communcatonand

dgtaltechnologesbysomecommuntesoathstandsnalong

tradtonoenthusastcallyembracngnewmeansocommunca-

tontospreadthegospelandnurtureathcommuntes.Atthe


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sametme,theskeptcsmaboutthesetechnologes,andthecon-

cernaboutpossbledangersandabuses,standsnanequallylong

tradton.Apertnentllustratonotheseconcernsandskeptcsmdatesromthenventonothetelephone.Atthattme,numerous

vocesnthepress,nacademccommuntes,andnvarousath

tradtonsepressedconcernthatthetelephonewoulddamage

humancommuncatonbecausenonverbalcuesarenotaccessble

bytelephone.Therewasadanger,somepeoplesad,olosnga

commtmenttohumancommunty.Goodrelatonshpsmghtbe

damagedbecauseompersonalvocesoveraphonelne.

Anyonewhohaslvedhundredsorthousandsomlesawayromlovedonescantestytothepowerotelephonestonurture

relatonshps,notdamagethem.Butanyonewhohaseperenced

repeatedphonecallsnterruptngdnnerdscussoncanalsoattest

tothenecesstyodscussnggudelnesortelephoneuse.The

newestcommuncatontechnologespresentthesamekndso

opportuntesornurturngcommuntyaswellasdangersrom

unwseuse.

Why Do Identity and Values Matter?

DanaButlerBass,ascholarwhospecalzesnthestudyo

Amercanrelgonandculture,hasdentedthreecharacterstcs

ohealthycongregatons:ntentonalty,practce,andvtalty.2

Healthycongregatonsareintentionalaboutthewaystheynurture

sprtualle.Theyencouragebascsprtualpracticesprayer,

Scrpturereadng,andservcenavaretyowaysorndvdu-alsandorcommuntesopeople.Theyalsoencourageavarety

osprtualpracticesthatgrowoutoprayerandScrpturestudy,

suchashosptalty,generosty,Sabbathkeepng,storytellng,and

dscernment.Suchntentonaltyandpractceresultn vitalityn

congregatonalle.

AnotherwaytodescrbehealthyChrstancongregatonss

thattheyaremissional.Therleadersandmembersunderstand

thatthechurchsnotabuldng,aprogram,oraworshpservce;

nstead,theyknowthercongregatoneststopartcpatenGods


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Introducton 7

mssonntheworld.TheybelevethercallstoseewhatGods

dongntheworld,toallowtherheartstobebrokenbythethngs

thatbreakGodsheart,andtopontoutandjonGodswork.3 Acongregatonscommuncatonplaysa sgncant role n

refectngandnurturngntentonalty,practce,vtalty,andams-

sonalperspectve.Iampartcularlynterestedntheroleplayed

bynewcommuncatontoolssuchaswebstes,blogs,e-mal,and

socalnetworkngwebstesncommuncatngdenttyandvalues.

Iwllalsodscussthechangesncommuncatonnrecentdecades

thatareeercsngasgncantmpactoncongregatons,suchas

therseovsualcommuncatonandthesgncanceotellngstoresratherthanrecountngprncples.Thesedscussonswll

provdeamodelorthewaynewandemergngcommuncaton

technologesonesthatnoonehasevendreamedoyetcanbe

evaluatedortherpotentaltocommuncatevaluesanddentty.

Iwllbegnnthenetchapterbydescrbngmyownjourney

relatedtothesessues.

Qess fr Reec,Jralg, ad Dscss

Makealstoveortenvaluesthatyoubelevearemost

sgncantnyourcongregaton.Wheredoyouseethose

valuescommuncatedclearly?Whchvaluesgettheleast

attenton?Whchonesgetthemostattenton?

Whataspectsoyourcongregatonsledoyouconsder

tobecentral,endurng,anddstnctve?Inwhatwaysandplacesarethoseaspectsocongregatonallecommun-

catedthemostclearly?

Spendsometmerefectngonthethreewordsusedby

DanaButlerBasstodescrbehealthycongregatons:

ntentonalty,practce,andvtalty.Whatdotheymean

toyou?Whatdotheylooklkenyourcongregaton?In

whatwaysaretheymssngnyourcongregaton?Inwhat

waysdotheyconnecttoyourcongregatonsvaluesand

dentty?

1.

2.

3.


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ParadgmShtsnCommuncaton 9

1 | Paradgm Shfs Communication

A Persal Jre

THE ExPLORATION OF CONGREGATIONALdenttyandcongregatonalcommuncatonnthsbookcomes

largelyoutooureperencesnmyledurngthepastegh-

teenyears.Becausethoseeperencesdovetalwthsomeothe

majorshtsncommuncatonthathaveoccurredoverrecent

decades,Iwanttorecountmyeperenceshereandrefectonther

sgncance.

Iattended semnary n the1980swhenmy chldrenwere

young,takngtenyearstonshathree-yeardegree.WhenIgraduatedn1990,IknewIstllwasntreadytobeordanedas

apastor,soIworkedorsyearsormylocalpresbyteryand

synod,bothothemheadquarterednmyhomecty,Seattle.I

createdpublcatonsdongthewrtng,edtng,andlayoutoa

bmonthlynewspaper,aquarterlynewsletter,numerousbrochures

andbooklets,andevenplacematswthgamesorchldrenand

theyoungatheart.

First Experience:Fs, La, ad Graphcs

WhenItookthewrtng-edtng-ormattngjobswththepres-

byteryandsynod,Ihadvrtuallynoeperencewthcreatng

prntedpublcatons.Ihadbeenanenthusastcreaderobooks,

newspapers,andmagaznesmywhole le, soI hadmyopn-

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onsaboutwhatIlkedtoreadandwhattetshouldlooklke.

Ihadwrttenahanduloartclesormagaznes,soIhadsome

eperencewthwrtngorpublcaton.IhadbeenaneldernaPresbyterancongregatonandIhadasemnarydegree,soIknew

somethngaboutchurchleadershp.

Idvedntothetaskowrtngartclesaboutwhatcongrega-

tonsnmyregonweredong.Inthosesyearsowrtngartcles,

Ilearnedaboutamazngandwonderulmnstresncongregatons

aswellascompleandheartbreakngssuesthatcongregatonal

leadersace.Ialsoganedepertsenmakngwrtngvvd.I

learnedaboutuseulwrtngskllslkethepoweroactveverbsandthemportanceovaryngsentencelength.Mygrowng

understandngocongregatonalleandmygrowngabltesto

wrteclearlybultontheskllsIhadwhenItookthosejobs.

Newlearnngcameromdevelopngskllsndesktoppublsh-

ng.Iattendedworkshopsoncreatngnewslettersandbrochures,

andIbegantoobserveprntedpublcatonswthneweyes.Ino-

tcedthatthechoceoontscommuncatessomethngvsuallythat

cancomplementorundercutthewordschosen.Ilearnedthatlayout

doesthesamethng.IhadehlaratngmomentsnthosesyearswhenIcreatedannvtngandreadablelayoutthatIeltperectly

complementedthecontentoanartcleorannouncement.

Iwasslowertogancompetencewthphotosandgraphcs.

ThePresbyteranChurch(U.S.A.)sentuslotsographcsand

photostousenourpublcatons,andIeltoverwhelmedbymost

othem.However,oneyearntheall,theysentagraphcoa

natvtyscenenwhchMary,Joseph,andJesuswereclearlyNa-

tveAmercan.Iusedtnthesynodnewspaper,andIponderedtlongaterward.ItmademethnkabouttheNatveAmercan

perspectveandsocaljustcenanewlght.Inasmallway,Ibegan

toseethesgncanceovsualresources.

WhenIletthesynodandpresbyteryjobs,Iconsderedmysel

tobesomewhatcompetentndesktoppublshng.Iknewhowto

createreadablepublcatonsnwhchtheverbaltetwasclearand

wellcomplementedbythelayoutandontchoces.Icouldseethat

photosandgraphcsweresgncant,butIoteneltntmdated


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aboutthebestwaytousethem.Ilackedknowledgeabouthow

toreadthemandhowtheynteractedwthverbaltet.

Secd Experece:Wrestling with Congregational Identity

In1997Iwasordanedtoserveasanassocatepastoratalvely

urbanPresbyteranchurchnSeattle,whereIservedorseven

years.Myjobdescrptoncoveredseveralareasocongregatonal

le,ncludngoverseengallothecongregatonscommuncaton.Ibeganbyrevampngtheormatothecongregatonsmonthly

newsletter.ThenIturnedmyattentontothevarousbrochures

andotherprntedmateral.

Thecongregatonhadawelcomebrochurethat gavebasc

normatonaboutthecongregatonsmnstres,prortes,and

membershp.Copesothewelcomebrochuresatonatablen

thelobbyotheellowshphall.

AsIpreparedtocreateanewdesgnorthatbrochure,the

senorpastorsuggestedthatIalsomakewelcomecardsthatwouldtnthepewracks.HeandIdecdedthewelcomebro-

chureandthewelcomecardsshouldhaveasmlarlook.Ipcked

haladozenontsthatIthoughtcommuncatedsomethngothe

congregatonsblendonormaltyandtradton,andthesenor

pastorpckedtheonehelkedbest.Iusedthatontorheaders

orboththebrochureandthecard.

Whatshouldgoonthecard?Wedecdedonastatemento

welcomeandalstoaewothecongregatonsmnstresontheront,wththenames,areaoresponsblty,andcontactnorma-

tonothepastoralstalstedontheback.Wedecdedtousea

headerontherontsayng,Whatsgongonhere?Wehoped

thosewordscommuncatedsomethngothecongregatons

wllngnesstoanswerquestons,andwhenIormattedthecards

Icurvedthewordssothattheylookedplayul.

AsIconsderedhowtocreatethebrochureandcard,Ispenta

lototmeponderngwhowewereasacongregatonandhowthe


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andthepotosoupandladlenearnormatonaboutellowshp

events.

Frommyponto vew,thewelcome cardandbrochurecommuncatedalotaboutthspartcularcongregaton,and

communcatedtwell.Bothvaluesandactvtesweredscussed

verballyandportrayedvsually.Theverbaltet,graphcs,onts,

andlayoutcontrbutedtocommuncatngtheessenceowhoths

congregatonwas.Vstors,newattenders,andevenpeoplewho

hadbeenthereawhlewouldbeabletolearnsomethngabout

thecongregaton.

Inmysevenyearsasanassocatepastor,Ispentaaramountotmewrestlngwthhowbesttocommuncatethedenttyo

thscongregatonnwrttenpublcatons.Igrewmorecompetent

usnggraphcsandphotos,butmycentrallovewaswordsand

howtheywereplacedonpages.Durngmyyearsatthechurch,

agroupovolunteerscreatedawebste,andItalkedwththem

occasonallyregardngthewebste,butthatwasanotherarea

whereIwasslowtogetengaged.

InthoseyearsIbelevedthatthedenttyoacongregaton

couldbedscovered,thatthetaskothebrochuremakerorbul-letndesgnerwastotrytodscernwhothecongregatonsand

refectthatrealtynpublcatons.Iddntunderstandthatdentty

satleastnpartconstructedbythepeopleproducngthepub-

lcatonsme!Ihadavaguesensethatthebrochuresandother

publcatonsIwascreatngwouldplayapartnshapngtheway

peoplethoughtaboutthecongregaton,butIddntrealzehow

sgncantthataspectocommuncatons.

Third Experience:Vsg Ls f Cgregas

WhenIletmypostonasassocatepastorn2004,Ispentmore

thanayearvstngcongregatonsallaroundSeattle. Inteen

monthsIvstedmorethantwodozencongregatons,mostothem


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ViSuAL LitERACy

Theprmarylteracyothe21stcenturywllbevsual:pctures,

graphc,magesoeveryknd(p.1).SoarguesLynellBurmark

nherbookVisual Literacy: Learn to See, See to Learn.Shesan

educatonalconsultantwhobelevesthatstudentsneedtobe

taughtvsuallteracyasapartolearnngtocommuncaten

thetwenty-rstcentury,andshearguesthatteachersneedto

understandvsuallteracynordertoteachmoreeectvely.

Burmarknotesthatourneedtolearnvsuallteracyarsesbe-causemageswererelatvelyrareuntlrecently.Therseoelectrcty

mademoves,televson,andthedgtalerapossble.

Vsuallteracyhastwomajorcomponents:learnngtoread

ornterpretvsualmagesandlearnngtousevsualmagesto

communcate.Burmarkamplesthesetwocomponentsnto

ourcharacterstcsoavsuallylterateperson,whoshouldbe

ableto:

Interpret,understand,andapprecatethemeanngovsualmages;

Communcatemoreeectvelybyapplyngthebasc

prncplesandconceptsovsualdesgn;

Producevsualmessagesusngcomputersandother

technologes;and

Usevsual thnkng toconceptualze solutons to

problems(p.3).

Thesesklls,Burmarkbeleves,arencreasnglymportantn

mostworkplaces.

Burmarkdscussesthewaysmagesarenterpreted,thesg-

ncanceo typeacesasunconscouspersuaders,thepowero

colortocommuncate,theuseocharts,andsomeothemplca-

tonsodgtaltechnologes.Sheconsdersvsuallteracytobethe

3-Deyeglassesorthemnd,thelensesthroughwhchweseethe

meanngthewordsanddeasbehndthemages(p.101).

(Aleandra,VA:AssocatonorSupervsonandCurrculumDevel-

opment,2002)


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twoorthreetmes.AbouthalwerePresbyteran,butIalsovsted

numerousotherdenomnatonsandndependentchurches.

Ihadletmyassocatepastorpostontoenterull-tmedoc-toralstudesncommuncatonattheUnverstyoWashngton,

enroutetoateachngposton.Thatrstyearodoctoralstudy

wasamaznglyhumlatngbecauseIhadsomuchtolearnabout

theeldocommuncaton.ButeverySundayIwasbackna

comortablechurchmleu,observnghundredsodetalsabout

eachcongregaton.

AsIsatnoneunamlarchurchateranother,Itredtonotce

allthecluesthatgavemenormatonaboutthedstnctveeaturesothatcongregaton.Oneothemhadthemostamazngstaned-

glasswndowsshowngheroesothecvlrghtsmovement.I

wonderedhowmuchthosewndowsrefectedthecurrentvalues

othecongregaton.Anotheronehadateamoourmnsterswho

sharedthepreachngequally.Iwonderedthatkndoequalty

nteamworklteredthroughallthecongregatonsactvtes.

Inonechurch,themnsterthankedthechldrenorbengthere

beoreshedsmssedthemtothechldrensactvtes.Herbre

wordsothanksseemedtohonorthechldrennasgncantwayandcommuncatesomethngabouthervalues.Ddthosevalues

etendtothecongregatonasawholeastheymnsteredwth

chldren?

Ilookedatthenormatoneachchurchhadontswelcome

tableorndsplaycases.Ieamnedthecardsandenvelopesn

thepewracks.Icareullyreadtheworshpbulletn.Ilstenedto

theverbalannouncementsmaderomtherontothechurchand

watchedthemagesandwordsontheprojectonscreenonewasused.Atertheservce,Iotenvstedthecongregatonswebsteto

seewhatthewebstecommuncatedparalleledorcontradcted

whatIhadeperencednworshp.

AtereachvstInotedwhatIhadlearnedaboutthecongrega-

tonandItredtodscernwhereIhadlearnedt.OtenInotceda

confctbetweenwhatIpercevedaboutthecongregatonsvalues

anddenttyromattendngoneortwoworshpservcesandwhat

Ireadnbrochuresorsawontswebste.Sometmesthebrochure

andthewebstecontradctedeachother.Ibegantorealze,more


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thaneverbeore,thateverythngaboutachurchcommuncates

somethng,andIsawthatconfctngmessagesaboutacongrega-

tonareconusngtoavstor.Iwasdeeplycurousabouthowcongregatonscoulddoabetterjobcommuncatngwhatthey

careaboutandwhotheyvewthemselvestobe.

Asthetmeapproachedormetochooseatopcormydoc-

toraldssertaton,Idecdedtoocusoncongregatonalwebstes

andlookspeccallyathowcongregatonsepresstherdentty

ontherwebstes.Desptemypassonorpaperpublcatons,I

couldseeclearlythatwebsteswouldsooneclpsebrochuresand

newsletters,andIwantedtolearnmoreabouthowtheyworkedandwhattheycoulddoorcongregatons.

Fourth Experience:Absorption in Websites

Ispentthebetterpartotwoyearslookngatwebstescreatedby

ProtestantChrstanchurchesntheUntedStates.WhenIsetup

theresearchdesgnormydssertaton,Iwascommttedtostudy-ngthewebstesasvsualobjects,notjustcollectonsowords.

Someearlerstudesowebsteseamnedthewordsusedonthe

stes.Myeperencewthdesktoppublshnghadtaughtmethat

theappearanceowordssjustassgncantaswhattheysay,so

Iwascommttedtoanalyzngthelookothestesaswellasthe

wordstheyused.

Stllnoteelngcondentaboutmyabltytounderstandthe

sgncanceophotosandgraphcs,Ireadwdelyaboutvsualculture.Ilearnedthattheadvertsngndustrypavedthewayn

usngvsualmagesstrategcally.Wrteraterwrtertalkedabout

theworldwdersenuseovsualmagesnalmosteveryormo

communcatonoverthepastewdecades.Wehaveshtedrom

bengaword-basedculturetobecomngavsualculture,they

sad.Ilearnedthatthewordtextnolongerapplesonlytowords.

Photosandgraphcsarealsotetsvsualtetsthatneedtobe

readandanalyzednasmlarwaytoverbaltets.


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FontS on WEbSitES SPEAk

Irecentlylookedatthehomepageoacongregatonalwebste.

Thecongregatonsnamewaswrttennanelegantscrptont.

Idontknowthenameothatpartcularont,butIlkedtvery

much.Itwaselegantnacontemporaryway,andnmymnd

tevokedatwenty-rst-centuryormalweddngwthclass-

calmusc,womennbeautul,trendydresses,andgreatood

spreadoutontableswthJapanesefowerarrangementsand

avant-gardecesculptures.Theuseothatontorthenameoacongregatonarousedcurostynme;Iwonderednwhat

waysthatcongregatonmghtbelkeabeautulcontemporary

weddng.Thecongregatonhadaconcsemssonstatement,

approprateandeectveorawebste.Unortunately,theper-

sonwhodesgnedthatwebstehadchosentoputthemsson

statementnComcSansrghtbelowthecongregatonsname.

ComcSanssoneothemostnormalontsavalableandlooks

lkethewrtngusedngooycomcstrps.Thejutapostono

thevoceothosetwoontselegantandgooygaveastrongmpressonthatthecongregatonddnthavetheantestdea

whotheywere,andsotheyweretryngtocoverallbases.A

generousobservermghtarguethattheuseotwosuchopposte

ontscouldrepresentthedverstypresentnthecongregaton,

butmyrstmpressonwasoconuson.AsIcontnuedtolook

atthatwebpage,mysenseoconusonddntgoaway,andI

wassmplynotabletoocusonthelovelyandappropratewords

othemssonstatement.Theconusngmessagecommuncatedbytheontswaslouderthanthemessageaboutthedenttyo

thecongregatoncommuncatednwords.


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IntervewedsomeothepeoplewhoproducedthewebstesI

studed.Inmostcases,onendvdualproducedthewebsteorthe

congregaton.Theyotengotverbaltetromthestaorleadersothecongregaton,butusuallyonepersonmadethedecsons

regardngphotos,layout,onts,andcolors.Allothosechoces

communcatesgncantthngs,andIoundmyselwonderng

howonepersoncouldaccuratelyrepresentacongregatonsval-

uesanddentty.Whataboutotherpontsovewaboutwhothe

congregatonsandwhattcaresabout?

Myresearchcalledntoquestonmyownpractceasanasso-

catepastor.Ihadcollaboratedwththesenorpastorncreatngbrochuresandotherpublcatons,butddthetwoousmake

decsonsthataccuratelycommuncatedthevaluesothscon-

gregaton?Howmuchddmyowntastenfuencethechoceo

tet,graphcs,onts,andlayout?Butcollaboratonaboutthe

appearanceopublcatonssagooddea,howdoesthatworkn

practce?Aterall,verbaltetproducedbygroupsopeopletends

tobeblandandotenconvoluted.Wouldntthesamebetrueo

vsualtets?

Throughoutmostothewrtngomydssertaton,Istllbe-levedthatacongregatonhasandenttythatneedstobedscov-

eredandcommuncatedthroughpublcatonsandactons.Ittook

mealongtmetobegntopercevethatdenttysalsoshaped

andconstructedthroughtheuseocommuncaton,acton,and

symbols.

Whenamnstertalksrequentlynsermonsaboutthesgn-

cantcommtmenttoprayernthscongregaton,membersbegn

toseethemselvesaspeoplewhovalueprayer.Therequentmen-tonoeventscenteredaroundprayerandtheuseobannersor

projectonscreenmagesthatrepresentprayervsuallymaynudge

memberstowardsavewthatthscongregatonsaplacewhere

peopleprayandthscongregatons composedopeoplewho

enjoyandvalueprayer.Congregatonmemberswllprobablynd

themselveschoosngtopraymoreoten.Tmeandagan,whatwe

hear,see,andreadnfuencesusaswenterpretoureperences

andchoosewaystorespond.


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Acongregatonsdenttyastheessenceowhotsmaye-

stnGodsmnd,buteverymemberoacongregatonwllhave

aderentperceptonowhatthatessences.Thereorepartoourtaskasleadersstobecareulaboutallthewaysthedentty

othecongregatongetsconstructedthroughthecongregatons

communcatonandactons,andthesymbolstuses.

the Shf frm Wrds Aleto Words and Images

Istlllovewords.Iknowthatwordswllprobablyremanmy

rstloveoralongtme.Iamnotunqueasapersonnmnstry

nmyloveowords.Manypeoplenleadershppostonstake

joyncratngwordsntosermonsandartcles.Wewllspend

sgncanttmestrvngorawell-chosenwordthatwllcapture

andepressthedeawearemullngover.

TheoureperencesIhaverecountedshapedmesgncantly

andhavegvenmepauseaboutspendngsomuchtmeocused

onwords.Iadvertsngresearchsaccurate,vsualcomponentsalmostalwayshaveamoremmedatempactonvewersthan

verbalcomponents.Inowunderstandthatavstorsntalas -

sessmentoacongregatonsvaluesmaybenfuencedmostby

theartworkdsplayednthelobby,thegraphconthecoveroa

bulletn,orthemageusedonawebste.Theurntureandlayout

othelobbytselmaymakethestrongestmpresson.

Itstruethatmanyvsualcomponentsocongregatonle

haveasgncantmpact,thenthshasprooundmplcatonsorcongregatons.Itcallsntoquestonthelong-standngpatterno

mnstersandstamembersgeneratngverbaltetorbrochures,

webstes,andprojectonscreensnworshp,whlesomeoneelse,

otennotevenamemberothecongregaton,desgnsthelayout

andchoosesonts,photos,andgraphcs.Itrasesquestonsabout

the nterpretatono mages.One magecanhaveavaretyo

meanngs.Icommuntesoathmovetowardsncreasnguse

omages,wlltheresultbethatmeanngbecomesduseand


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anythnggoes?OnewebstedesgnerwhoIntervewedormy

dssertatonresearchtalkedabouttheewmagessheusesonthe

congregatonalwebsteshedesgnedandmantaned.Shesadshewantedwebstevewers toconcentrateonthemessageo

thechurch,whchshebelevedwascommuncatedbestthrough

wordsonthewebsteandthroughsermondownloads.Shethnks

magescontrbutetoafashymage,whchcontradctsthemes-

sageothecongregaton.

Thatwebsteddagoodjobcommuncatngthecongregatons

valuesverbally.However,twasnotveryattractveonrstglance.

Idontknowapotentalvstorwouldspendmuchtmeatthestebecauseotslackomages.Iadmredthatwebdesgners

careulthnkngaboutherstrategy,butIwasntsureshehad

madetherghtchoce.Herchocecertanlyrasesquestonsabout

howcongregatonalleaderscanbestrespondtothemovetoward

vsualcommuncaton.

Istllarmthesgncanceowordstodescrbeaspectso

congregatonalleaccurately.Wordsspecyactonsandresponses

thataredesredbycongregatonal leaders, theyanchorphoto-

graphsandmageswthannterpretatonothermeanng,andtheyprovdeprecsedescrptonsotheleoath.ButInowsee

moreclearlythatmagesandphotographs,andtheoveralllook

othngs,needtobeconsderedasserouslyasthewordsthat

descrbethem.

oher Shfs

Iamstlllearnngnewaspectsothechangeromverbaltover-

balandvsualcommuncaton.Formygeneraton,sostrongly

wordbased,themplcatonsotheshtwllprobablyplayoutn

manywaysormanyyears.IemphaszedthatshtasIdescrbed

someothestagesomypersonaljourney,butothershtswere

alsooccurrngasIlearnedaboutcongregatonalleandgood

communcaton.

Thssatmeorapdchange,whchaectscommunteso

athnavaretyoways.Snce1997,whenIbeganoverseenga


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congregatonscommuncatoneorts,Ihavewrttensbookson

Chrstansprtualdscplnesandoncongregatonalleadershp.

Thebookswerebasedheavlyonntervews,andlstenngtothestorestoldbypeoplencongregatonshasmadeseveralother

shtscleartome.Studyngwebstesormydoctoraldsserta-

ton,alongwthntervewngsomeothepeoplewhoproduce

thosewebstes,hasconrmedthesgncanceotheseaddtonal

shts.

From Principles to Stories

Oneothecharacterstcsocommuncatonnapostmodernages

thesgncanceostores.Justlkemages,theycanbereadder-

entways,gvnghearersorreadersresponsbltytoprovdether

ownnterpretaton.Theleveloengagementthatsrequredto

createonesownnterpretatonspartothereasonswhystores,

lkemages,haveanmpactthatsotenlongerlastngthanwords.

Weengagewthstores,thereorewerememberthem.

Someo thewebstesI studedeaturedstores,sometmes

breandsometmesqutelong,opeoplenthecongregatons.WhenIlookbackonthosemanymonthsostudyngwebstes,I

remembervsualmagesandstoresmostoall.Lstsoprncples,

commononcongregatonalwebstes,dontstcknmymndas

prooundly.

Congregatonscanmakespaceorstorytellngnworshpser-

vces,atannualmeetngs,nprntedpublcatons,onwebstesand

blogs,nsmallgroups,andnanumberoothersettngs.Stores

canconveythevtaltyoajourneyoath.Storesteachvaluesnawaythatseectvenourtmeandmustplayasgncantrole

ncommuncatngtheheartandsouloacongregatonsle.

From the Individual to Life in Community

AsIntervewedpeoplencongregatonsorartclesandbooks

andasIstudedcongregatonalcommuncatonormydoctorate,I

heardastronglongngorlencommunty.Thendvdualsmn

Westernculturehasgrowntounhealthyproportons,andpeople


26/32


intEGRity in StoRytELLinG

Rosehadbeenstrugglngoralongtmetoresolveaconfct

wthherather,andshedecdedtotalktohermnsteraboutt.

Aewweekslater,themnstertoldastorynhssermonabouta

confctbetweenawomanandherather.Rosewasurousthat

hercondentaltyhadbeenvolated.Shewenttohermnsterto

conronthm,andheassuredherhewastellngsomeoneelses

storyandthathehadaskedpermssontodoso.

Rosewllneverknowthemnsterwastellngthetruthornot,butherangerrasesasgncantssuenanagewhere

storesoathjourneysarebecomngncreasnglymportant.I

someonestellngherownstory,obvouslynopermssonneeds

tobeasked,unlessherstorynvolvespersonaldetalsabout

otherpeople.But anotherpersonsstorys told,obtanng

permssontotellthestorysessental.Thsmattersnasermon

thatsnotrecordednanyway,andtmattersevenmorenow

thatsermonsarepostedonwebstesnwrttenororalormand

crculatedwellbeyondtheorgnalntendedaudence. Thsrasesthequestonabouttellngachldorteenagers

story.Atwhatagecanachldorteenagergvenormedconsent?

Istmorallyacceptableoraparenttogvepermssontotella

chldsstory?Ibelevetswsetoerronthecautoussden

ordertohonortheathjourneyochldrenandteenagers.

Askngpermsson to tell otherpeoplesstoresshows

respectortheautonomyand ntegrtyo thosendvduals.

Whenaskngpeopletotelltherownpersonalstoresorallyornwrtng,besuretoaskthemthereareotherpeoplenvolved

nthestoryromwhomtmghtbewsetoaskpermsson.


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nathcommuntesseemtobemoreeplctntherdesreto

reclamthecommunalemphassoaleoaththathasbeen

sgncantromtheveryorgnsoJewshandChrstanathtradtons.OnthewebstesIstuded,thelanguageowelcome,be-

longng,relatonshps,connecton,andcommuntywascommon.

Communtyncongregatonsstakngneworms.Fellowshp

groupsandsmallgroupBblestudesstllestand,nmanycases,

thrve.Inaddton,newgroupsareormngaroundcontemplatve

prayer, localand nternatonaloutreach,andcare or thepoor.

Groupsocusedonaplethoraospecalnterests,suchasparent-

ng,adopton,agng,andsurvvngcancer,areproleratng.Amovementamongyoungpeople,otencalledthenewmonast-

csm,stressesancentsprtualdscplnessuchasastngand

servcethatareeercsedncommuntywththegoaloshowng

Godsloventheworld.Communtysalsomovngonlne,wth

onlnesupportgroupsandsocalnetworkngwebstesprovdng

connectonsthatoteneeljustassgncantasace-to-acerela -

tonshps.Inaddton,ormsoonlnecommuncatonncreasngly

supplementandnurtureace-to-acerelatonshps.

Inthelghtothelonelnessandsolatonsorequentlyde-scrbednthemeda,communtesoathhavewonderulop-

portuntestooerrelatonalconnectonsna varetyoways,

connectonsthatwllempowerndvdualsandgroupstolook

beyondthemselvesand see theplaceswhereGod salready

workngntheworld.Newormsocommuncatoncanhelp

acltatecommunty,andwewlleploresomeothosewaysn

thsbook.

From Religious Institution to Community of Faith

ForthechurchesoWesternculture,thesgnsopost-Chrstendom

ncludeewerpeopleattendngchurchbecausetheyeelthey

shoulddoso.Morepeopleattendbecausetheywanttobethere.

Thshasresultednashtawayromcongregatonsassocetal

nsttutonswherepeoplegothroughthemotonsoath.Instead,

allacrossthetheologcalspectrum,Ihavesensednntervews


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adesreonthepartonterveweesorcommunteswherereal

athslvedout.

Sprtualdscplnes arebecomngmoremportant agan,ncludngthebascsprtualdscplnesoprayer,Bblestudy,

andservce,aswellasSabbathkeepng,astng,dscernment,

generosty,andahostoothers.Evenwthnthebascpractceso

prayerandBblestudy,manynewmethodsarebengdscussed

andpromoted,rangngromprayngwthconsto lectio divina,

anancentpractceomedtatngontheBble.Anumberothese

sprtualdscplnescanbeeercsednthecompanyoothers

aswellasalone.Allothesesprtualdscplnessoltaryandcommunalarebrngngvtaltytocongregatonsnthepost-

Chrstendomage.

BecausesprtualdscplnesconnectuswthGodsheartand

prortes,theyhaveanmpactonrelatonshpsandthecallto

servewthloventheworld.Healthycommuntesoathlook

beyondthemselvestoengagewththeneedsothewderworld

becauseoGodscareorallpeople.

Ascongregatonsconsderwhotheyareandwhotheywant

tobenthspost-Chrstendomera,acommtmenttonurturngrealathnrealcommuntysessental.Thscommtmentmustbe

communcatedasacentralcomponentothevaluesanddentty

othecongregaton,andthespeccsowhatathandcommunty

looklkeneachcongregatonmustbehghlghted.

From Emphasis on Appearances to Desire for Authenticity

ThewordauthenticityappearedrequentlyonthewebstesIstud-ed,partcularlynthechurcheswthalargenumberoyounger

people,ndcatngashtawayromtheneedtokeepupappear-

ances.Whatconveysauthentcty?Personalstoresplayasgn-

cantrole,alongwththearmatonthatquestonsarewelcome,

thatdoubtcanbeateacherntheleoath,andthatmstakes

helppeoplegrow.

AuthentctywasdenedvvdlyononewebsteIstuded:

Weasachurcharecalledtobereal.WestrvetobeWYSIWYG


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(WhatYouSeeIsWhatYouGet).1Anotherwebsteurtheredthat

denton:Wearealsoauthentc.WebelevethatGodshonored

andlvesaretransormedwhenpeoplearehonest,genune,andreal,eposngtherbrokennesstoGodandtoothers.Wetrynot

towearmasks.2

Forcongregatonsthatattractyoungerpeople,authentctys

lnkedtocommunty.NumerouswebstesIstudedepressedthe

vewthatwthoutauthentcty,communtysmeanngless.Icom-

muntesoatharegongtobecomecommuntesthatwelcome

youngerpeople,thenacareulconsderatonohowtobecome

morecommttedtoauthentctywllbeessental,andastrategccommuncatonothatcommtmentwllalsobesgncant.

From an Emphasis on Unity to Unity and Diversity

Theembraceoculturaldverstynrecentdecadeshasbrought

colorandvbrancytoChrstansnWesternculturesaswehave

adoptedworshpstylesandmanyormsoartstcepresson

romaroundtheworld.Thefowerngonterestnsprtualgts

andpersonaltytypenrecentdecadeshasgvenvocabularytodescrbehumanderences npostveand constructveways.

Thesechangeshavebroughtprooundchangestocongregatons,

changesthatmrrortheprortesotheNewTestament.

FrstCornthans12:4-7talksaboutthetensonthatallchurches

nowneedtoembrace:theyworshponeGodandarmoneath,

buttheycelebratemembersandpartcpantsnumerousgtsand

dversewaysoservng,andtheyembracethevaretyoactv-

testhatcancomeromoneathandoneGod.Inaculturethatemphaszesdverstywthoutunty,athcommuntescanbrng

thegtoarmngthatGodprovdesaplaceopeaceuland

lovnguntynthemdstoglorousandvbrantdversty.

Thshasproound mplcatons orallcongregatonalcom-

muncatons.Newsletters,webstes,brochures,andotherorms

ocommuncatonneedtopresentacoherentpctureotheath

prortesthatdrawthecongregatontogethernunty,whlealso

refectngthedverstyocongregatonalle.


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31/32


Bengntentonalnconveyngtheseandothervalueshelps

peopleoutsdethecongregatonunderstandtheunquenessoths

communty,thepractcesthathaveshapedthscommuntyandcontnuetoshapet.Intentonalcommuncatonothecongrega-

tonsvaluesanddenttyhelpspeoplewthnthecongregatongrab

holdotheconcreteathvaluesthatleadtosprtualvtalty.

Thsntentonalcommuncatonhastotakentoaccountmany

newpractcaltes: the readabltyoverbal tet, the choceo

photosandgraphcs,andtheopportuntesprovdedbywebstes,

blogs,andonlneconnecton.Thesehavecomentovewbecause

onewcommuncatontechnologes,andtheystandalongsdethewaycongregatonshavealwayscommuncatedthervaluesand

denttythroughsermons,worshpservces,newsletterartcles,

mnstres,andphyscalspacenthebuldng.

Choosngtobententonalaboutcommuncatonalsorequres

thatcongregatonalleadersandmemberseamnetheunderlyng

presuppostonsthatnfuencetherthoughtsandactons.Inthe

netchapter,Iwlldscussaseresomythsthatcanmpedevtal

andeectvecommuncatonncongregatons.

Qess fr Reec,Jralg, ad Dscss

Inwhatwayshaveyouseenanncreasenvsualcom-

muncatonandadecreasenemphassonwords,both

nourcultureandncongregatons?Whathaveyou

eperencedasthebenetsandcostsothschange?Thschapterdescrbesnumerousshtsthathaveoc-

currednrecentdecadesncongregatons.Whchothe

changeshaveyouobservedandwherehaveyouob-

servedthem?Doyoudsagreethatsomeothemhave

occurred?Iso,why?Whatdoyouthnkarethebenets

othesechangesoryourcongregaton?Thedangers?

Themplcatons?Inwhatwayscouldyourcommunty

oathdoabetterjoborespondngtotheseshts?

1.

2.


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Lookbackatyourownpersonaljourney.Whataresome

otheactorsthathaveshapedyourvewsoncongre-

gatonalcommuncatonthemostprooundly?Inwhatwayshavethosechangesaectedyourpartcpatonn

yourcommuntyoath?

3.

reaching out in a networked world excerpt

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